Once you’ve been wowed by the interactive wizardry and special effects served up by Hollywood, it’s hard to settle for a talking head juxtaposed against tedious office and product shots. Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. And it’s no wonder. When asked which content types they had consumed in the previous six months to evaluate a technology purchase, respondents to the Eccolo Media 2011 B2B Technology Collateral survey listed videos third behind brochures/data sheets and white papers. MORE >>

This clever and highly viral campaign features Todd, a programmer for National Instruments, in a series of clever rants designed to relate to his fellow engineering geeks and to separate them from the product marketers they claim to loath. Roche Applied Science took a more deliberate approach in their campaign to bring information about their products to the B2B masses through video by creating a Spinal Tap inspired Metal band and spreading the message through their Cell Death Tour 2009. I love Mad Men. The 60’s with all its amazing fashion and brewing social revolution. MORE >>

Tony and his partner, Angela Quail, originated the development of buyer personas in 2002 based on their work with Alan Cooper, who is largely credited with the origins of user personas for the design of digital products. When I saw what Alan was doing with user personas – to define the person using products so engineers and designers could address the user's goals, tasks, and skill levels – it struck me that the same process could be applied to sales and marketing. Wants to validate a new product idea. What prompted you to develop the buyer persona methodology? MORE >>

They want things like product specs and technical case studies. User buyer: This is the group that will be using the product, so they respond well to things such as demos and trials. Prospects who are more advanced want to be able to dig into your product or service, so it makes sense to offer things like demos, free trials and ROI calculators. One tenant of marketing is that all content should have a call to action. Seems basic enough, but is this really common practice with white papers? did some very unscientific research, and the results may surprise you. MORE >>

By enabling a publishing rather than a traditional point production approach, Avitage helps companies generate the volume and quality of relevant content required to fuel lead gen and nurture and sales enablement initiatives. We're pleased to present this guest post by Jim Burns of Avitage. Read on for insights into how one B2B company mindfully repurposes its content. The concept of re-purposing content is maturing. If you're ready to take your content process to the next level, you could realize significant opportunities if you leverage your time, effort, resources and content. MORE >>