Remove work

Avitage

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Content Strategy or LII FCO?

Avitage

This kind of work produces many work products. The VP was excited to share with me the opportunity to leverage the work we had just completed. We had just completed ten intense weeks creating a business level content strategy for a client. Two relate to this story. ” It was an attractive topic. The machine engaged.

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The B2B Value Sale is Actually Three Distinct Sales

Avitage

What worked successfully for the past 5-10 years, now doesn’t. I was working with clients in Texas for a couple of years and observed […]. After all, they are often not the first sales person vendors have called. Sales Success Crisis Point This scenario afflicts even the most successful companies.

B2B Sales 120
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Create relevant content based on personality profiles

Avitage

My first “real job” (working since age 9) was for ADP. It works, even within a few minutes. Content that addresses each audience interest, persona and situation performs better than generic content. So why not create content based on personality profiles? One year later I moved into sales. One advantage is its simplicity.

Profiling 120
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Customer Facing Content as a Conversation

Avitage

While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions. When I consider content work, I think about the Four Cs of Content: Conversation Context ContentS Container Notice that container — format — is my last consideration.

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The evolution of content quality criteria

Avitage

Content time-to-market is delayed, and costs rise, due to re-work of content products following initial and often multiple reviews. With greater content production and accountability moving internally, this gap in thinking and practice is an important reason for low content performance. It also impacts content operations productivity.

Content 120
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Before Your Next Content Project

Avitage

Often, preparation work, in the guise of “research,” occupies a significant portion of the content project’s time, effort and budget. After content vendors come up their learning curve, conduct their research, and deliver their work product, lots of knowledge walks out the door. Undocumented knowledge.

Content 120
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Why your content alignment is hurting your results

Avitage

We arrived at this model years ago when we were working on enhancements to improve content relevance, usefulness and performance. This simplistic thinking also causes you to miss content requirements that a more rigorous approach will identify. Perhaps asking, “how will my content users go about looking for content?”

Content 120