Avitage

MARCH 7, 2012

IDG reports IT buyers find relevant. Unfortunately, neither way works very well, according to Harvard Business School professor Clayton Christensen, who notes that each year 30,000 new consumer products are launched—and 95 percent of them fail.”

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

OCTOBER 26, 2018

Contextually Relevant and Personalized. Good advice, and table stakes. Does it address SEO requirements with the correct key words, metadata, image tags, etc. I would add: are related assets connected or cross-linked? This is the new baseline standard, it seems to me.

Content 120

Content Paid Search Agency Advertising Agencies Tagging 120

Avitage

MARCH 13, 2015

Or, perhaps you’re responsible for lead generation and demand management, but you lack effective education-oriented nurturing content to support your desire to deploy multiple persona, stage and industry relevant nurturing campaigns. Your inventory and budgets are starved for the customer relevant content you require.

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

AUGUST 29, 2018

We arrived at this model years ago when we were working on enhancements to improve content relevance, usefulness and performance. Perhaps asking, “how will my content users go about looking for content?” ” would be a better approach. The principle is Context.

Content 120

Content Tagging Buyer's Journey Buy 120

Avitage

JUNE 15, 2012

Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. Turning those big ideas into relevant actionable content to meet the buyers’ expectations isn’t what they do. They understand the need for relevant actionable content, how to develop it, and the best ways to deliver it.

Thought Leadership 120

Thought Leadership B2B Thought Leadership Deliverability Buying Cycle 120

Avitage

JUNE 10, 2014

This constrains the optimum use and value of content, and limits the ability to scale content operations to meet modern, digital content requirements, especially achieving buyer relevance. Underlying Causes Internet capabilities have shifted buying behavior, especially for B2B buyers of complex, solution oriented offers.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

JUNE 28, 2017

Prescriptions include: Segment audiences and buyers to focus investment and resources Deeply understand customer business issues, functions, roles (personas), and how they make (buying) decisions Develop insights and products that address those issues Develop messages, stories and proof-of-value content that demonstrates and shares this knowledge Deliver (..)

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

APRIL 18, 2017

And I could go on about content for certain stages, personas and industry verticals, among other important relevance categories. ” Sales: ” we need customer stories, presentation support, videos, etc.” ” Sound familiar?

Design 120

Design Content Verticals B2B Sales 120

Avitage

APRIL 17, 2016

Discipline — to execute the right actions in timely manner Database — right contacts, contact info, phone # Messages — what to say Questions — how to say it Stories and Proof points — how to support it Content — situationally relevant and useful Tools and Systems Feedback — system based on reality and data (..)

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 120

Avitage

APRIL 3, 2016

When we consider our world without Content Source, we realize we would lose our: Leverage, efficiency and lower effort creating content — especially at scale Ability to create content versions for greater relevance based on different: Purposes Personas Buying stages Industry verticals Forms (micro, short and long) Access to essential content (..)

Resources 120

Resources Content Verticals Landing Pages 120

Avitage

JANUARY 19, 2016

To optimize effectiveness, sales conversations must be relevant to the interests of each buyer and […]. The objective is to actually create value for customers, and differentiation for vendors, through conversations that deliver insights and useful ideas. The post B2B Sales Conversations — By Design appeared first on Avitage.

B2B Sales 120

B2B Sales Design Conversion B2B 120

Avitage

JANUARY 12, 2016

Indeed, we see significant opportunity for companies that develop business level content strategy to create breakthrough results in terms of: content quality, relevance and engagement; delivery times and availability, much lower marginal content costs, as well as overall improvements to competitive advantage and customer experience.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

MARCH 26, 2012

Traditional production methods can optimize any combination of two of the first three, but certainly not five or even seven: Quality — “content,” buyer relevance & design Speed — message and content-time-to-market, ultimately to real time Cost — effort, time and dollars Buyer Relevance and Convenience — purpose: (..)

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Avitage

AUGUST 3, 2015

But it also delivers relevant, […]. As I read Global Content Strategy I processed the information in two categories. The primary focus of the book presents advice on global content issues such as localization and translation. The post Create Customer Content in Multiple Languages appeared first on Avitage.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

AUGUST 3, 2015

But it also delivers relevant, […]. As I read Global Content Strategy I processed the information in two categories. The primary focus of the book presents advice on global content issues such as localization and translation. The post Deliver Customer Content in Multiple Languages appeared first on Avitage.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

MARCH 7, 2012

Two strategic insights I found especially helpful: Must have a real-time mindset (David Meerman Scott) The “consumerization” of B2B marketing (Tom Pisello) This summary of especially salient points looks like a pretty good content checklist: Content will get shorter (Doug Kessler) Relevance will become the new standard (Sandra Zoratti) Must become (..)

Social Media 120

Social Media Microsite Planning Social Marketing 120

Avitage

JULY 7, 2015

How would that improve content quality, audience relevance, performance? What if you could assess your marketing content the same way your audiences do? Makes sense. But what exactly does this mean — in practice? I invite you to collaborate in this real-time case example.

Marketing Management 120

Marketing Management Content Paid Search Agency B2B Sales 120

Avitage

JUNE 27, 2015

This is why you (and most content marketers) struggle to: produce a constant stream of audience (buyer) relevant content … in the many forms and formats required for audience preferences and delivery channel requirements … at the scale required to cover all key use case requirements of your content dependent, customer engaging functions.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

MARCH 19, 2015

Content operations performance means the ability to reliably and consistently meet content standards you’ve identified: Quality Timing (continuous and rapid time-to-market) Quantity (to cover requirements with versions and formats) Audience relevance As well as other factors you’ve identified (reuse).

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

JANUARY 7, 2015

In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. 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.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

OCTOBER 27, 2014

This often means delivering relevant, useful content. But people’s motivation to quickly and effectively respond to the requirements of each situation is also curtailed. Audiences today expect near instant response or support.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

OCTOBER 30, 2014

The problem with the traditional production approach manifests itself in enterprise organizations, especially for companies committed to relevant, useful, educational content, delivered in a “multi-channel” manner that requires many different formats, as a Scale/Cost problem.

Multi-Channel 120

Multi-Channel Content Opinions Education 120

Avitage

JUNE 4, 2014

This constrains the optimum use and value of content, and limits the ability to scale content operations to meet modern, digital content requirements, especially buyer relevance. Current responsibilities and budgets for content are spread across the organization.

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

OCTOBER 30, 2013

But organizations today must create a constant stream of buyer relevant content to satisfy a broad use case requirement map. This may have been acceptable in the traditional, periodic, “point production” content outsourcing model.

Content 120

Content Vendors Webinar Metrics Optimization 120

Avitage

OCTOBER 30, 2013

But organizations today must create a constant stream of buyer relevant content to satisfy a broad use case requirement map. This may have been acceptable in the traditional, periodic, “point production” content outsourcing model.

Content 120

Content Vendors Webinar Metrics Optimization 120

Avitage

OCTOBER 29, 2013

See Relevance map) Your buyers have every question you identified in your persona work. They are interested in every key problem/need/pain or issue your problem addresses. They represent each key stakeholder, at every buying stage. They represent each vertical you sell to. And they prefer each type of content format.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

OCTOBER 29, 2013

See Relevance map) Your buyers have every question you identified in your persona work. They are interested in every key problem/need/pain or issue your problem addresses. They represent each key stakeholder, at every buying stage. They represent each vertical you sell to. And they prefer each type of content format.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

OCTOBER 28, 2013

In these environments, producing relevant content for all buyer types, to cover primary use cases, creates the problem of scale for content creation. Because audiences engaging organizations come from all the above profiles or scenarios, a sequential plan for content creation is insufficient.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 28, 2013

In these environments, producing relevant content for all buyer types, to cover primary use cases, creates the problem of scale for content creation. Because audiences engaging organizations come from all the above profiles or scenarios, a sequential plan for content creation is insufficient.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 17, 2012

It’s one thing to ask domain experts or writers to write short form blogs, and maybe try to find a relevant supporting image for a post. .” (I’ve come to appreciate this is a technical content term when used in this context, not vulgar slang use of the term.) But video content is becoming part of this shift.

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120

Avitage

AUGUST 6, 2012

Content creation in this era, where buyer relevance is a core principle, should leverage that same postponement philosophy. Common sub-assemblies may be built to stock, but variants are built to order, and are assembled just before they ship. Think of the genius in the Dell custom PC supply chain.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

JULY 6, 2012

Content marketing would be easy if it didn’t require a steady stream of fresh, engaging, relevant content. It’s not that developing great content is new. It’s creating the volume and continuous development required that is new. A number of companies confront this problem by hiring a staff of writers.

Education 120

Education Demand Resources Optimization 120

Avitage

JUNE 21, 2012

Operations Model — Content strategy must extend to define an operations model that deals with new requirements of content marketing, especially for a constant stream of buyer-relevant and useful content that applies to the entire buying journey. This impacts the scale of content and operational resources.

Content Marketing 120

Content Marketing Advertising Agencies Marketing & Strategy Content 120

Avitage

OCTOBER 17, 2012

It’s one thing to ask domain experts or writers to write short form blogs, and maybe try to find a relevant supporting image for a post. .” (I’ve come to appreciate this is a technical content term when used in this context, not vulgar slang use of the term.) But video content is becoming part of this shift.

Content 120

Content User-Generated Content Webinar Metrics Domain 120

Avitage

JUNE 13, 2012

Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. Content marketing has created a content conundrum. With this shift from vendor to buyer orientation comes great pressure on traditional content production methods and costs.

Video Marketing 120

Video Marketing Content Marketing Best Practices Content 120

Avitage

MARCH 7, 2012

But it’s also un-differentiated and not consistent with today’s content marketing principles for creating relevant, educational content to help buyers make better buying decisions. There is nothing wrong with this approach. It appears to be a universal approach.

Planning 120

Planning Content Case Study Case Studies 120

Avitage

MARCH 20, 2012

If you have embraced these practices you are indeed off to a good start.

Marketing Management 120

Marketing Management Content Storytelling Vendors 120