What Works - What Doesn't

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12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

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.

Stop the WordPress Madness!

What Works - What Doesn't

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. Then there are “skins” for themes. Isn’t “Skins” a TV show? And on and on.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

PR/Marketing TrendsWhen drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature. These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all.

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Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Now that I’m doing content marketing for clients, the feedback is a pop-up suggesting I tweak the title or juice up the metadescription. Or at least that’s how it works in Hubspot (screen show below,) an integrated marketing platform I’m considering for my clients who are using blogs to generate prospects. Tags: Content Marketing Clean it up.”

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

In my business, writing marketing material, the work you need to do right at the beginning is knowing who your target audience is; what you have to tell them that’s fundamentally new and what is the unique value you offer. Learn the whole chain – and how to use it to maximize your investments in content marketing – in my free ebook.).

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

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 B2B Readers Want, Circa 2010

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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. I’m saving the best stuff for my client, of course, but some initial findings that might help you decide what and how to publish for your customers. Tags: Content Marketing B2B marketing; content marketing; social media; brandtelling Paper is NOT dead. Hey, who knew anyone still had a secretary?).

Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

Trying to Get the Big Mo A recent post by Jeff Pedowitz argues that marketing automation vendors – selling tools that automatically send and track responses to marketing material to target prospects – are floundering, or at least not growing as quickly as they should. We can’t even agree on what to call this new market. Is it inbound marketing? Email marketing?

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

In my business, writing marketing material, the work you need to do right at the beginning is knowing who your target audience is; what you have to tell them that’s fundamentally new and what is the unique value you offer. Learn the whole chain – and how to use it to maximize your investments in content marketing – in my free ebook.).

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? To help you create the highest-quality content as quickly as possible, I wrote “Content Marketing: Where to Place Your Quality Bets.&# You can also follow the discussion on my marketing blog or on Twitter (@BobScheie

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. As for having the right processes to put marketing automation to work, that’s something we’re all learning in real time – and those who get it right first will have a competitive edge. Except I just did. Or is it too far outside their core compentency?

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. This software goes less than half-way-up the “value chain” of content creation I describe in my ebook “Content Marketing: Where to Place Your Quality Bets.” It captures facts, decides which to present, and polishes their presentation to a very limited extent.

Stop the WordPress Madness!

What Works - What Doesn't

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. Then there are “skins” for themes. Isn’t “Skins” a TV show? And on and on.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

PR/Marketing Trends best practices in press releases content marketing handling controversy in press releases how to write a press release PR best practices public relationsWhen drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

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?

How We Can Help

What Works - What Doesn't

We can create anything from full-fledged email marketing campaigns to white papers, case studies, ghosted articles and blog posts. For a multinational software company, analyzed and summarized the results of its in-house market research data to produce a “playbook” to help its OEM customers compete in specific geographies, vertical markets and customer segments.

RFP 2

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

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  One of the biggest blunders tech marketers make is not clearly explaining what their products do. Getting someone from outside your organization review your marketing content will force you to answer obvious questions such as “Uh, what exactly does this thing do, and why should anyone care?”. Tags: Content Marketing You can't, because it doesn't.

How Much Rope Should You Give a “Corporate Reporter?”

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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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

About Us

What Works - What Doesn't

Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry. We are veteran IT trade press journalists, IT marketers and public relations professionals who are dedicated to not only producing superior marketing content, but using that content to find and nurture prospects until they are ready to become customers.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly.   Tags: Content Marketing OK, maybe some people are so dumb they don’t know a heater gets hot. What’s the B2B equivalent of “heater gets hot?”. And for this I got an MBA?

How Quality Content Is Helping IT Vendors

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In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell. The first page you see from Google includes a summary of the white paper and an actual code snippet – proof that the author wants to prove the value he can provide to the reader, not hit them over the head with marketing. Pretty specific custo mer base, eh?

Finding the Mythical C-Level Exec

What Works - What Doesn't

Tailoring the sales pitch, and your marketing content, to the different flavors of C-level prospects takes time and effort. You need to understand the problems they face, the buzzwords and acronyms they use, their measures for success, and then translate your marketing jargon into terms they can understand. But, as Forrester Research points out in a recent report , “.no

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

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I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog. IT marketing IT sales and marketing

FAQ 2

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

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  Tags: IT Marketing InfoWorld maintenance agreements offshore support profit margins software firms software upgrades vendor negotiating tips Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream. For   endors, they generate profit margins as high as 85%.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  Tags: B2B marketing B2B software BPM marketing business process management content marketing IBM Innov8 online games selling BPM I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. OK, World of Warcraft it ain’t.   Maybe.

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Tags: Content Marketing PR/Marketing Trends B2B marketing content marketing direct mail Eloqua email marketing how to promote trade show Hubspot Marketo trade shows

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

Time to Kill the Press Release?

What Works - What Doesn't

  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. True, they are only doing their jobs.  

PR 2

Real Editors Don't Just Retweet

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“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.    One common refrain I keep hearing is that marketers should “think like an editor” in deciding what information to give to customers. That’s what real editors do. 

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly. So, what's the quivalent of “heater gets hot” in B2B content marketing? OK, maybe some people are so dumb they don’t know a heater gets hot.  

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things. Tags: Content Marketing

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

What Is Content Marketing?

What Works - What Doesn't

Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. You’ll also need a way to distribute your content, which can be anything from free blogging software to more expensive marketing automation systems that automatically score leads and send them to your CRM system.

Who We Are

What Works - What Doesn't

Veteran IT trade press editors and IT marketers… with years of experience understanding the needs of enterprise IT customers… and of the hardware, software and services IT vendors offer those customers… …and  of the marketing automation tools to reach them. Who We Are. Learn more

My Blog: What Works, What Doesn’t

What Works - What Doesn't

Download Why good writing isn’t dead and when you should pay for it as part of your content marketing strategy. Offer 2: Got a content marketing challenge or question? Offer 1: Commoditize This! Drop a line or call me at (781) 599-3262 for a complimentary brainstorm

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

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.

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

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.