The Content Factor

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Eight Timeless Tips for Creating Great Content

The Content Factor

Some things never go out of style, and that includes the rules for great content. Almost seven years ago, before content marketing was really a “thing,” The Content Factor published a piece about writing white papers. I often think that we should update it.

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Breathe Life into your B2B Marketing Using Humor

The Content Factor

Many B2C companies know how to leverage the power of humor in their marketing campaigns. B2B marketing, on the other hand, can be clever and compelling, but is rarely funny. B2B marketers tend to steer away from the kind of edgy humor eagerly anticipated in Super Bowl advertisements.

Put Some Fiction Writing into Your Content Marketing

The Content Factor

One of my favorite crime fiction writers is Elmore Leonard. You may know Get Shorty, Jackie Brown, and Out of Sight , among many of his classic novels. And one of my favorite literary devices Elmore uses is… suspense. He is the master of the fake out. Characters motives are always murky, and readers get hooked trying to guess what’s going to happen next. According to bloggers Convince and Convert , content marketers can learn a lot from fiction writers like Leonard.

Now on YouTube: Our White Paper

The Content Factor

Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our white paper about effective B2B case study programs. read more

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

When you don’t have time for an elevator pitch.

The Content Factor

A recent story entitled Five Lessons on Compelling Content from Australian Football from the Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist. One of the lessons discussed was about the power of storytelling to attract and retain loyal fans. As the article points out: “Storytelling is at the heart of content marketing No matter the company or the communication goals, every brand has a story.

Google Fights Back Against Content Farms

The Content Factor

I applaud Google for using its enormous influence to fight back against the content farms, such as eHow and WikiAnswers, which clog search results with weak but heavily search-engine-optimized content to fuel ad sales. read more. Better Corporate Writing Business to Business (B2B) Content Marketing

What did Don Draper know that we may have forgotten? (Part 1)

The Content Factor

Most of you know Don Draper as the iconic, chain smoking, hard driving, client schmoozing ad man on the show "Mad Men." Being in marketing, I’m always amazed that in every pitch to a client, Don always hinges a million-dollar contract on one or two simple things, such as a tag line or a visual.

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RPM: Keep the Big Ideas Coming

The Content Factor

A challenge with Marketing Automation systems, so far, is that they are mostly tactical. But to fulfill the Marketing department's desire to think and act strategically, marketing automation had to do more. Enter B2B marketing's latest three-letter acronym, RPM, for Revenue Performance Management. read more. B2B Buying Cycle Marketing Automation Revenue Performance Management

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Cool Tools Series: Repurpose Content on Brainshark

The Content Factor

In addition to repurposing our "Secrets of Case Study Winners" white paper on YouTube last week, now we have also put the same content on Brainshark to see whether that method is just as easy and effective. Here's the result: read more. Content Marketing Multimedia Tools

Please Accept This Interruption

The Content Factor

Marketing automation systems, like Eloqua and Silverpop , are becoming standard equipment among our clients. This is great for both our clients and for us. For the clients, these systems allow Sales to self-serve, and launch one-off campaigns to their prospects at just the right time in the buying cycle. read more. B2B Buying Cycle Marketing Automation

3 Ways to Spring Clean Your B2B Content

The Content Factor

In Atlanta, we know it’s spring when we start to see the film of yellow pollen covering cars, decks and outdoor furniture. Washing it away after the worst is over is all part of the spring cleaning process.

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Is Perfect the Enemy of Good When it Comes to Corporate Content Marketing?

The Content Factor

Everybody wants everything to be perfect, and this is especially true of corporate content. Catching typos, making sure everything is grammatically correct and on message—those are certainly table stakes for corporate content. But what about legal review, approval by various subject matter experts, review within the marketing chain of command and third party approval from customers and industry analysts? Is touching base and “covering off” with everybody absolutely necessary? read more.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Content Strategy, Straight Up

The Content Factor

A wonderful discussion thread was started by Own McDonald in the Content Strategy group on LinkedIn, with this challenge: I challenge any CS group member to offer a working definition of content strategy that's light on industry-speak and easily digestible for the average marketer in 100 words or less. Straight up. It started in January and is still ongoing. There is more great insight here than can be packed into 100 words. read more. Content Marketing Content Strategy

You Can Get a Year’s Worth of Engaging B2B Content in Just One Day!

The Content Factor

For the last few years, surveys and studies show that B2B content marketers rank “producing engaging content” as one of their top challenges.

WHY You Should Avoid Business Jargon and Clichés Like the Plague

The Content Factor

OK, so I used a cliché in the headline, but there is definitely a pestilence of business jargon in today’s workplace.

How Would a Chef Sell your Product? (And other techniques for break-out ideas)

The Content Factor

In the recent B2B content marketing survey from from CMI and MarketingProfs, a whopping 60% of respondents ranked “producing engaging content” a top challenge for 2016. It seems that for many B2B content marketers, one of the hardest parts of the job is creating the actual content.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

How many licks in your content marketing?

The Content Factor

Owl, how many licks does it take to get to the center of a Tootsie Pop? If you were a kid in the 70s, you know the answer to that question is three. It only takes three licks, because the temptation to bite into the delicious Tootsie Roll center is too overwhelming!

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Are you missing a critical step in your B2B content strategy?

The Content Factor

Today, to be successful in marketing and demand generation, every company must be an aggressive content publisher. Yet many lack the single most important planning and ideation tool that magazine and newspaper editors have relied on for decades – an editorial calendar. Without a clear picture of “what, when, why and how,” it’s impossible to be effective at content marketing. Why you need an editorial calendar: To build a consistent and compelling story for your organization, product, or campaign.

Our Snackable Content Workshop Was a Great Success

The Content Factor

Here’s the video thanks to VLinkSolutions. Now you know that the Content Factor is great for helping with white papers, eBooks and that sort of thing. But we are also knocking out infographics, memes, videos and much more snackable content. Call us.

Beware the content inventory exercise

The Content Factor

We get asked all the time by clients to do a “content inventory.” ” In other words, assess what content is already complete and then fill in the gaps with some new stuff.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

How to write good

The Content Factor

Humor

What Can Food Trucks teach us about social marketing

The Content Factor

Much has been written lately about social media. One of the more interesting uses of social media involves food trucks and how they are using social to find and communicate with customers. This recent post from The Chempetitive Group is typical of what marketing experts are saying. read more

Case Study Winners: It’s a Program, Not a Project

The Content Factor

In a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “ Secrets of Case Study Winners.” That discovery was that the “winners” created bene read more. B2B Case Studies Business to Business (B2B) Content Marketing

It's Time for Alacrity

The Content Factor

a·lac·ri·ty [uh-lak-ri-tee] –noun 1. cheerful readiness, promptness, or willingness. read more. B2B Lead Nurturing Business to Business (B2B

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Love Your Vendors, Get Tough with Your Clients

The Content Factor

I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients. His rule-of-thumb is contrary to conventional wisdom ; I was intrigued and asked him to elaborate.

Switch: Motivate the Elephant.to Buy

The Content Factor

Coincidental to Paul's "Don Draper" series on using emotion in marketing content , I am reading Switch: How to Change When C read more.

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Thought Leadership: The Currency of B2B Content Marketing

The Content Factor

Dana Van Heuvel blogs about thought leadership in marketing. read more.

What's in a Lead Source?

The Content Factor

In the corporate marketing departments where I've worked, a bone of contention has been, "What's the Lead Source?" For any given suspect/prospect/lead/opportunity in the funnel, what or who gets credit for bringing it in? read more.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

How to Attract Readers: Turn the Solution Around

The Content Factor

Want to increase your email open rate, white paper download rate, or registrations at your next speaking gig? Create a catchy title by turning the problem you solve on its head. read more.

B2B Marketing: The Fine Line Between Doing It Right and DIY

The Content Factor

The title of this blog post by Dianna Huff caught my attention: " DIY Marketing No Longer Cuts the Mustard. " (DIY=do it yourself.) She makes a convincing case that the tools and techniques of marketing, like the computer-enhanced motors of cars, are no longer the domain of the shade tree mechanic.

Dig Deep with B2B Buyer Personas

The Content Factor

Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating.

Fulfilling a Content Strategy for the Enterprise: It's Much More than Writing

The Content Factor

I'm frequently approached by writers looking for work, and the first thing they want me to see is a sample of their writing. In ten seconds, I can tell whether a writer can put a decent paragraph together. But writing is only the first of many skills needed to produce content for an enterprise.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.