| | | What Works - What Doesn't | |  Marketing | 43 articles |
| Page 1 of 1 | Previous | Next | WHAT WORKS - WHAT DOESN'T DECEMBER 16, 2010  12 Quick Content Marketing Tips and Trends The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.) Featured speakers were Ann Handley, Chief Content Officer at online marketing site MarketingProfs , and Brian Halligan, CEO of inbound marketing software vendor HubSpot. | WHAT WORKS - WHAT DOESN'T JULY 8, 2010  Time to Kill the Press Release? The editing process also dooms most press releases because every sentence and phrase is agonizingly tweaked by marketing, legal and PR. While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much. By definition, the press release is all about what’s important to the vendor , not the reader. | | | | | |
| WHAT WORKS - WHAT DOESN'T JULY 26, 2010 Just Say No To "Social Media Press Releases" page with hyperlinks to “relevant historical, trend, market, product & competitive content sources…context as-needed, and, on-going updates” as well as blank spots for photos, videos, podcasts, etc.” As I argue in my post , the people you need to reach – prospects and customers – want far more candor, insight and context than you can deliver in a press release that’s been scrubbed of all three by PR, legal and marketing. Tags: Content Marketing IT Marketing PR/Marketing Trends On second thought, my first thought was right. with similar links. | WHAT WORKS - WHAT DOESN'T NOVEMBER 9, 2010  How Much Rope Should You Give a “Corporate Reporter?” Marketing automation vendor Eloqua has gone a step further and hired Jesse Noyes , formerly a business reporter for the Boston Herald , as a “corporate reporter.” found a really, really smart customer doing some leading-edge marketing automation -- but with a competitor’s product. For those old enough to remember ink.). will profile brands and the people that work for them. | WHAT WORKS - WHAT DOESN'T DECEMBER 21, 2010  If You MUST Write A Press Release, Do It Better At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. Bringing iSCSI capabilities to the small business network-attached storage market for the first time, PackRat Storage today announced…. That led one attendee to ask why. OK, maybe not for everyone. | WHAT WORKS - WHAT DOESN'T JULY 21, 2010  Selling Your Weaknesses in B2B Content Marketing The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”. The post goes on to suggest “Reach, leads and sales should be some of the tangible metrics that are measured as part of social media marketing strategies.”. Which they are. Did HubSpot shoot itself in the foot? | | | | | | | |
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WHAT WORKS - WHAT DOESN'T | TUESDAY, FEBRUARY 2, 2010 What B2B Readers Want, Circa 2010
The results have been an interesting grab-bag of reassuring truths, outright surprises and common-sense dope slaps that show how we in the “content marketing” business can get so caught up in our high-falutin’ notions we forget about the real problems our readers face. Tags: Content Marketing B2B marketing; content marketing; social media; brandtelling I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. Paper is NOT dead. At least one, yes, still has his secretary print it out for him. News, that is. MORE >> -
WHAT WORKS - WHAT DOESN'T | TUESDAY, JUNE 22, 2010 Why "Cost Per Lead" Is The Wrong Question
Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. The cost is always the highest for whatever mechanism (trade shows, telemarketing, direct mail, marketing automation software) the competing vendor is hoping to trash. veteran marketing director working for a social media startup told me recently that white-paper syndication services charge about $25 per lead, (names of individuals with certain titles, at a given size organization, etc. MORE >> -
WHAT WORKS - WHAT DOESN'T | TUESDAY, OCTOBER 19, 2010 Software Consultancy: Why MA Is Hot
Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. Among the main drivers she listed: Buyers’ desire for quality content; an aversion to sales calls (especially before prospects are ready for one), the need for marketing to prove its value to the business and the fact that sales cycles are longer in a down economy. And if there are hurdles I missed, I'd love to hear about them. MORE >> -
WHAT WORKS - WHAT DOESN'T | THURSDAY, FEBRUARY 3, 2011  Stop the WordPress Madness!
My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. The same, by the way, goes for any marketing automation/demand gen/content management/inbound marketing system. If we don’t make things much simpler, we’ll never get mass acceptance for content marketing. Content Marketing content marketing marketing Flexibility 3 Headway Thesis WordPress WordPress consultants WordPress developers. Isn’t “Skins” a TV show? MORE >> -
WHAT WORKS - WHAT DOESN'T | TUESDAY, AUGUST 10, 2010 Virtual Trade Shows for Mere Mortals
Chief Marketing Officer Marty Homlish says that being able to see who viewed what information, and for how long, goes a long way towards helping SAP “capture demand.”. Which is about as good market intelligence as you can possibly get. It also cemented the reputation of the service provider as “different” than rivals who push marketing harder. That, of course, is the whole aim of content marketing (to help the sales force,) and if a trade show or customer conference isn’t an exercise in “content creation” I don’t know what is. And that costs. MORE >>
- Amateur Bloggers Jump Ship, Pros Taking Over WHAT WORKS - WHAT DOESN'T | THURSDAY, AUGUST 12, 2010
- Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users WHAT WORKS - WHAT DOESN'T | MONDAY, SEPTEMBER 20, 2010
- Can PR Firms Find Gold in Marketing Automation Services? WHAT WORKS - WHAT DOESN'T | TUESDAY, OCTOBER 12, 2010
- Looking for Good Content? Go for Brains, Not Titles WHAT WORKS - WHAT DOESN'T | MONDAY, JUNE 14, 2010
- Finding the Mythical C-Level Exec WHAT WORKS - WHAT DOESN'T | THURSDAY, SEPTEMBER 30, 2010
- Are We Scrubbing the LIfe Out of Press Releases? WHAT WORKS - WHAT DOESN'T | TUESDAY, FEBRUARY 1, 2011
- Using Online Games To Sell Complex B2B Software WHAT WORKS - WHAT DOESN'T | TUESDAY, JULY 13, 2010
- Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains WHAT WORKS - WHAT DOESN'T | TUESDAY, MAY 4, 2010
- First Rule of Content Marketing: Don't Say Anything Dumb WHAT WORKS - WHAT DOESN'T | TUESDAY, AUGUST 3, 2010
- Toyota Ad Shows Need For Outsider's Eye on Marketing Content WHAT WORKS - WHAT DOESN'T | THURSDAY, AUGUST 19, 2010
- It's Official: Forrester Says B2B Buyers Hate Confusing Jargon WHAT WORKS - WHAT DOESN'T | TUESDAY, SEPTEMBER 7, 2010
- Software Automates Sportswriting. Is B2B Content Marketing Next? WHAT WORKS - WHAT DOESN'T | MONDAY, NOVEMBER 29, 2010
- Skill Set For Content Marketing: Number Crunching and A Gut Feel WHAT WORKS - WHAT DOESN'T | THURSDAY, MARCH 4, 2010
- 787 Lessons From Boeing For Content Marketers WHAT WORKS - WHAT DOESN'T | MONDAY, FEBRUARY 7, 2011
- Boeing Redesigns Web Site Around Features. And the Business Case Is? WHAT WORKS - WHAT DOESN'T | MONDAY, APRIL 26, 2010
- Real Editors Don't Just Retweet WHAT WORKS - WHAT DOESN'T | TUESDAY, MAY 4, 2010
- Find Trend Pitches In Your Earnings Releases WHAT WORKS - WHAT DOESN'T | TUESDAY, FEBRUARY 9, 2010
- To Sell A Conference, Give Away Last Year’s “Takeaways” WHAT WORKS - WHAT DOESN'T | FRIDAY, APRIL 30, 2010
- Why Marketing Automation is Floundering (Amen!) WHAT WORKS - WHAT DOESN'T | SUNDAY, FEBRUARY 27, 2011
- Are We Scrubbing the LIfe Out of Press Releases? WHAT WORKS - WHAT DOESN'T | TUESDAY, FEBRUARY 1, 2011
- Stop the WordPress Madness! WHAT WORKS - WHAT DOESN'T | THURSDAY, FEBRUARY 3, 2011
- 787 Lessons From Boeing For Content Marketers WHAT WORKS - WHAT DOESN'T | MONDAY, FEBRUARY 7, 2011
- About Us WHAT WORKS - WHAT DOESN'T | TUESDAY, JANUARY 4, 2011
- What Is Content Marketing? WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011
- My Blog: What Works, What Doesn’t WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011
- eBook: Content Marketing: Where To Place Your Bets WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011
- How Quality Content Is Helping IT Vendors WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011
- Who We Are WHAT WORKS - WHAT DOESN'T | SUNDAY, JANUARY 9, 2011
- How We Can Help WHAT WORKS - WHAT DOESN'T | SATURDAY, FEBRUARY 5, 2011
- First Rule of Content Creation: Don't Say Something Really Dumb WHAT WORKS - WHAT DOESN'T | THURSDAY, JUNE 17, 2010
- Study: Top Execs DO Use Social Networks WHAT WORKS - WHAT DOESN'T | WEDNESDAY, NOVEMBER 18, 2009
- New Ways Around An Old Problem: Getting Reference Customers WHAT WORKS - WHAT DOESN'T | MONDAY, JANUARY 25, 2010
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