Content marketing content marketing content production heidi cohen in-house content Joe Pulizzi john bottom michele linn outsourcing scott frangos Sharon FlahertyEarlier this week, Sharon Flaherty wrote a post for Econsultancy, titled “Want quality content? Produce it in-house”. bookmarked it, which usually means I disagree on several points so here are some reflections and tips on deciding whether your content (and what content exactly) should be created in-house or not. also added my thoughts [.]. MORE >>

If you think you are, here is a first question: is your company structered depending on customer needs and business objectives, rather than based on traditional product and business functions? If you occasionally read my posts here or elsewhere, you probably know by now that a consistent and valuable user experience, a multichannel approach with a strong dose of social and customer-centricity are my favorite themes. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important? Succeeding. How far are you? MORE >>

It’s also about being a part of that cross-divisional customer-centric and cross-channel conversation and building brand strategies, which put the customer at the centre of your selling universe, rather than the product or service. In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. Of course, it’s not the only division in most cases. Many businesses underestimate that. MORE >>

It starts by offering the right answers to the right questions people want when trying to find out more about a product, a service and a business. Through cross-channel engagements and delivering the right content and information at the right time and in the right environment, we can optimize the relevance and return of everything we do as marketers. It’s as a I wrote in my previous post about customer empowerment. Omnichannel marketing and omnichannel retail, as they are called now and then, are hot. And this is certainly the case from a customer loyalty perspective. MORE >>

From Products to Customers to the Human Spirit”. Last year, Philip Kotler, Hermawan Kartajaya and Iwan Setiawan published their book “Marketing 3.0: It is essentially about how customers should not be looked upon as consumers but as “as complex, emotional, value-driven and multi-dimensional human beings”. Marketing 3.0, also known as human-centric marketing (or as I [.]. Marketing theory Opinion human-centric marketing Marketing 3.0 Philip Kotler MORE >>