What Works - What Doesn't

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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. One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. And on and on.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lower customers’ faith in the finished product. But it also shows the importance of doing work right early in the production process, whether that end product is a long-range jetliner or a white paper.

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If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Adding HP products to the existing IBM and HP offerings it can provide customers, Joe’s Regional Geek Services today announced it has become an HP Silver Solutions Partner…. 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. That led one attendee to ask why.

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787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lowers customers’ faith in the finished product.  But it also shows the importance of doing work right early in the production process, whether that end product is a long-range jetliner or a white paper.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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? Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. world.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Another great example comes from supply chain management vendor Kinaxis , whose blog doesn’t tout its products but has its own experts tackle weighty subjects, as well as summarizing and commenting on reports from influential analysts. It Quality content is critical because prospects are paying with their most precious commodity – time. Pretty specific custo mer base, eh?

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Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Or am I whistling past the graveyard and about to be automated by a really clever product positioning algorithm? Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C. Algorithms pick out key facts (the top scorer, in which quarter did the winning team pull ahead, etc.)

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

What Works - What Doesn't

found a really, really smart customer doing some leading-edge marketing automation --       but with a competitor’s product. Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.). will profile brands and the people that work for them.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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. If you introduce a new brand or product name or initiative, explain what it does. recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy. You can't, because it doesn't.

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.   Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” What’s the B2B equivalent of “heater gets hot?”.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. If integrated into customer service and product development, the post suggests, social media could instead “be an important factor for organizational improvement.”. Which they are.   Did HubSpot shoot itself in the foot? The implied solution?

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.   2)   Saying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” the cost of security, the. And for this I got an MBA?  

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

What Works - What Doesn't

By tracking which newsletter recipients click through to which tip (yes, the prospect has to give up their contact info to get the tip) SAP Insider (or a sponsor) can infer what products each prospect is using, and what challenges they’re facing. So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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

What Works - What Doesn't

The aim, as Randy Tinseth , vice president, marketing for Boeing Commercial Airplanes says in his blog, is to publicize its people and its customer as well as its technology, to make it easier for readers to share content on social media, and to open a “wider, more productive two-way dialogue” with the world. Which leads me to wonder about the business case behind this redesign.

Real Editors Don't Just Retweet

What Works - What Doesn't

  As a marketer, your “reporters” are your developers, your salespeople and your product managers. “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. Their “beats” are the technology they work with and the customers they talk to.

What Is Content Marketing?

What Works - What Doesn't

The content can be anything from your existing product briefs and price sheets to custom-written white papers and “e-books” that demonstrate your “thought leadership.” 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. By focusing your expensive sales efforts on the right prospects at the right time, we boost your revenue while reducing your costs.

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. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. agree with her drivers, and would add another one: The decline of the trade press which used to be a source of trusted analysis and objectivity for customers.

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Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

The same is true in creating content to sell IT products and services. A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality. People don’t do things for very long if they don’t get a payback, whether it be emotional, entertainment, financial, etc. Watch this space for many more details, soon.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

page with hyperlinks to “relevant historical, trend, market, product & competitive content sources…context as-needed, and, on-going updates” as well as blank spots for photos, videos, podcasts, etc.” And why not, since they focus on tweaks in management, distribution, product wins, sales or product features in terms that are more critical to competitors than customers? To succeed, the “social media press release” must focus more on content than Web bling. On second thought, my first thought was right. with similar links.

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Or is it the name, contact information who has indicated (either through a registration form or their readership history) that they’re feeling the pain you can solve, own the hardware and software your product needs to work, and are willing to sit down and talk for ten minutes? But identifying which “leads” have the right other products to make them a good lead boosts the cost closer to $80. Winnowing the field down to those who have the specific problem his product solves, and is open to a call, winds up costing hundreds of dollars per lead.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

The reader (or customer) will eventually learn what a government agency did and didn’t do, and what your product can and can’t do. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

That’s when Voltage says one reason for its success is that many customers are using Voltage’s encryption products to reduce the size of their PCI (Payment Card Industry) audits. It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

New Ways Around An Old Problem: Getting Reference Customers

What Works - What Doesn't

on how great your product or service is. At my advanced age (a sister, a cousin and a friend just became grandparents!) it isn’t often I run across a completely new source of great ideas to solve an “evergreen” problem. But while doing some research on customer retention for a client, I stumbled on Bill Lee, who blogs and Tweets on the very specific topic of how to get customers to serve as “references” – i.e., to be quoted, interviewed, cited, etc. That provides value for them, not just you. If you’re going nuts trying to get reference customers, this will be a breath of fresh air.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? But not to talk about the new appetizer they just tried at a trendy restaurant. A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine. As it turns out, customers (C-level execs) like everyone else want to own and control their own networks.

The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)

ScribbleLive

As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video. I can say that without a doubt, I am the utmost “mistake making” expert in the art of product videos. Quotes. Value.

Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Our product marketer, Geoffrey Gualano, has poked fun at me for throwing around “Teamwork makes the dream work” on Slack (and he probably should because it’s a painfully cheesy line), but it’s very true within this context. In Conclusion.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? If you have not run a campaign using branded products, then you might be interested to know that according to surveys of promotional product recipients, they really do work to increase branding, favorable sentiment, and sales. Promotional Products Can Show Off Your Brand. Summary.

How long should your online business video production be?

Biznology

But what is the optimal length of an online business video production ? What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length.

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Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

Promotional products: making them effective branding tools for your business

Biznology

Promotional products have really stood the test of time in the marketing world. You may think of promotional products as something that is only used at trade shows or conventions, but they can be effective tools for branding and promotion anywhere and anytime. Research Shows the Positive Impact of Promotional Products for Businesses. Useful Promotional Products.

Being Busy is Not Being Productive

Puzzle Marketer

One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email? I can’t make phone calls? If you’re still with me, then let me explain what I mean by labeling these tasks as non-productive.

9 Willpower Workouts to Maximize Your Productivity

Hubspot

According to author Robert Pozen, regular exercise increases productivity. Although you might put an emphasis on going to the gym for that reason, are you putting enough energy into arguably the most important muscle affecting your productivity -- your willpower? Willpower Workouts to Maximize Your Productivity. 1) Eat a hearty meal. Productivity Daily Syndication

The Making of Vidyard’s New Website Product Tour Videos

Vidyard

We didn’t want a lot of fanfare, but we knew it was time to deliver our customers something new and valuable.The previous site had been fairly stagnant for a while, and our product and story had evolved so much that it was time to revisit, readjust, and put our best foot forward so we could deliver to our customers what they deserved: something exceptional. Pre-Production. Production.

Two reasons to invest in online business video production

Biznology

They’ll be looking out for online B2B video content, like sales videos, video FAQs, corporate overview videos, and online video case studies that can give them the insight they need into your company, people, products, and services. Although you’re going to invest in your online business video production content today, you can literally extend those benefits for four years.

5 of my favorite productivity apps

Biznology

This isn’t a review so much as simply a subjective sharing of some of the tools I use — and want to use — on a daily basis to make my work — and personal — life productive, collaborative, and organized. The post 5 of my favorite productivity apps appeared first on Biznology. While I aspire to build Gerr.is It makes my head swim. It makes your head swim.

Are Pessimists More Productive Than Optimists?

Hubspot

There’s no arguing that positive thinking is a key to productivity. With a multitude of studies backing positive thinking as a key to being productive, is the converse true? As it turns out, according to new research, pessimists might actually be more productive than their colleagues. Productivity Professional Development Daily SyndicationW.O.O.P

6 Phrases Secretly Sabotaging Your Team's Productivity

Hubspot

hour workday are actually only productive for about three hours. Given this data, it's more important than ever before for teams to make the most of their productive hours. We've compiled a list of seemingly innocuous phrases that could be secretly sabotaging your team's productivity. Phrases That Secretly Sabotage Productivity. 1) "I need that by the end of the day.".