What Works - What Doesn't

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12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.)

Stop the WordPress Madness!

What Works - What Doesn't

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. The same, by the way, goes for any marketing automation/demand gen/content management/inbound marketing system.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Knowing what is the critical “news” you’re communicating to the world is only the first link in the value chain of content creation. Learn the whole chain – and how to use it to maximize your investments in content marketing – in my free ebook.).

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If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

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. Reuse the content in the form of Tweets, blog posts, videos, podcasts, etc.

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A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

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? You can begin using these guidelines immediately to decide where to focus your content creation budget.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

  Since social media (the use of content-sharing sites such as Facebook, Twitter and LinkedIn to promote a product or service) is one of the main uses for HubSpot’s software   you would expect HubSpot to be a leader in sharing lots of tips about how to use social media and why it’s good.

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

This software goes less than half-way-up the “value chain” of content creation I describe in my ebook “Content Marketing: Where to Place Your Quality Bets.” Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market.

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

Getting someone from outside your organization review your marketing content will force you to answer obvious questions such as “Uh, what exactly does this thing do, and why should anyone care?”. Tags: Content Marketing

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

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.   Tags: Content Marketing OK, maybe some people are so dumb they don’t know a heater gets hot.

Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

Content marketing? I’ve chronicled my hellish experience moving my blog to WordPress, which provides only the content management and presentation side of the puzzle. Developing, delivering and monitoring response to your content is a whole other can of worms.

Stop the WordPress Madness!

What Works - What Doesn't

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. The same, by the way, goes for any marketing automation/demand gen/content management/inbound marketing system.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

PR/Marketing Trends best practices in press releases content marketing handling controversy in press releases how to write a press release PR best practices public relations

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

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

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. So, what's the quivalent of “heater gets hot” in B2B content marketing? OK, maybe some people are so dumb they don’t know a heater gets hot.

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

What Works - What Doesn't

Tags: Content Marketing B2B marketing trends Bob Scheier content marketing corporate reporter Eloqua IT marketing PR using content for marketing

How We Can Help

What Works - What Doesn't

By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators. Unsure if you have the time or in-house skills to produce the quality content you need to drive sales?

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Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Now that I’m doing content marketing for clients, the feedback is a pop-up suggesting I tweak the title or juice up the metadescription. It’s clearly a new world when the software we use to create content automatically and dynamically tells us what our readers want.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

About Us

What Works - What Doesn't

We are veteran IT trade press journalists, IT marketers and public relations professionals who are dedicated to not only producing superior marketing content, but using that content to find and nurture prospects until they are ready to become customers.

Finding the Mythical C-Level Exec

What Works - What Doesn't

Tailoring the sales pitch, and your marketing content, to the different flavors of C-level prospects takes time and effort. Tags: B2B marketing Content marketing demand generation marketing segmentation

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Tags: IT Marketing B2B marketing content marketing effectiveness of sales call Forrester Research improving the IT sales process.

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Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  In a world where business decision makers are more and more pressed for time, it might make better sense to wait on a game until the prospect has seen enough other content that they understand the basic concepts of BPM and want to get more deeply involved.

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

What Works - What Doesn't

  It’s a great example of “selling by offering value,” using valuable content that already exists from previous events. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads?

Real Editors Don't Just Retweet

What Works - What Doesn't

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.   Tags: B2B marketing content marketing editorial strategy HubSpot

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

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

Time to Kill the Press Release?

What Works - What Doesn't

Much as I appreciate the work, being paid to remove value from content can’t be a good long-term business model. While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much.

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What Is Content Marketing?

What Works - What Doesn't

Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. What’s new is that the content is distributed over the Internet, and we can track which prospects downloaded or clicked through to which content.

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

Letting marketers choose who can, and cannot, be quoted in your blog or newsletter robs you of the quality content you need.   While rounding up sources for a new, online content marketing effort, my client laid down the law: The only sources I could quote were internal IT people at customers with internal IT titles.   But you draw prospects through content marketing by the quality of your content, not the titles of the talking heads.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Among the main drivers she listed: Buyers’ desire for quality content; an aversion to sales calls (especially before prospects are ready for one), the need for marketing to prove its value to the business and the fact that sales cycles are longer in a down economy. It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

My Blog: What Works, What Doesn’t

What Works - What Doesn't

Download Why good writing isn’t dead and when you should pay for it as part of your content marketing strategy. Offer 2: Got a content marketing challenge or question? Offer 1: Commoditize This! Drop a line or call me at (781) 599-3262 for a complimentary brainstorm

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

SAP talking at them,) but tracked which content prospects viewed to learn about their needs, and will use a content management system to target future info and offers to them based on those actions. More than 30,000 virtual attendees watched and heard content generated by editing studios, satellite trucks and a global broadcast network. SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine.

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. That’s why, in at least some cases, you have to pay for quality content rather than leaving it up to your employees (who have other skills) or your customers (who have day jobs or may have other agendas.).   When can you afford to leave B2B content to the crowd and when should you call in the pros?

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

To succeed, the “social media press release” must focus more on content than Web bling. 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.” But focus your efforts, and your spending, on content that explains why the reader – the prospect – should care about what you’re doing.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust