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. I’ve tried each and none of them deliver. Then there are “skins” for themes.

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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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.).

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

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.).

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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

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.” Here’s why. Yes, StatSheet of Durham, N.C. and stitches them together using a choice of pre-defined phrases.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale. Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it.

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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.

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. I’ve tried each and none of them deliver. Then there are “skins” for themes.

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.

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.

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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.

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

What Works - What Doesn't

  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.

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.

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

What Works - What Doesn't

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.” I 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.). I will profile brands and the people that work for them.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

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?

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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.

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?

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

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

What Works - What Doesn't

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

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

What Works - What Doesn't

  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%.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

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.

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.”

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. By definition, the press release is all about what’s important to the vendor , not the reader. (“We  

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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

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

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.  

Real Editors Don't Just Retweet

What Works - What Doesn't

“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. 

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

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, 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.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

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.

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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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful