Avitage

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Change your content process to leverage accelerate and scale

Avitage

But there is little thinking or discussion about content process change. By changing your content process for strategy and operations you can leverage resources and assets, accelerate production time to real-time, and scale outputs without compromise. My thinking is influenced by the re-engineering experience in the 1990’s.

Process 120
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Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely.

Process 120
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Content Publishing vs. Traditional “Point Production” Process

Avitage

People regularly ask me to clarify the differences and reasons for adopting a content publishing process rather than the traditional “point production” process. Here is a simple list of reasons.

Process 120
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The Role of Content in the B2B IT Buying Process

Avitage

Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. She is referencing the recently released IDG 2012 Customer Engagement Study report.

Buy 120
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To lower video costs while volume grows, change your process

Avitage

The refrain is: true value and productivity gains come from redesigning the workflow processes that software enables. For this, we’ll need process change. Traditional Video Production Process So let’s look at the underlying process of traditional video production.

Cost 120
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More Than Content Needs Overhaulin’

Avitage

” He means easier than figuring out the culture and process changes, aligning siloed functions, enrolling stakeholders, and resolving all the interdependent causes of problems. One of our colleagues often quips: “it’s easier to buy software.” ” Despite the lip service and pockets of success (sustainable?)

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Why Content Creation Isn’t Everyone’s Job

Avitage

” Traditional vs Publishing Process Marketers think in terms of creating — writing — content. Publishers think in terms of setting up and executing a process to continuously acquire inputs to a different kind of production process.