What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

That hurts their marketing efforts, because a recommendation from a trusted peer – which is what a case study is – is one of the most credible forms of content you can publish. One recent survey showed that case studies are the top form of content busy B2B buyers want to read.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Give clients “real business metrics,” says, Joe Lazauskas of Contently. Walking the halls of my first Content Marketing World I wasn’t surprised to hear lots of agreement that high quality content is essential to effective marketing and sales.

Trending Sources

Five Ways Storytelling Goes Bad

What Works - What Doesn't

Wherever you go in the content marketing industry, people are talking about brand storytelling. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

What We’re Doing Wrong in Blockchain Marketing

What Works - What Doesn't

To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258. Content Marketing For IT Vendors Tech Trends blockchain blockchain content marketing initial coin offering marketing blockchain security virtual currencies

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

billion on content creation Each year B2B organizations spend more than $5.2

Get Off the Commodity Bus!

What Works - What Doesn't

To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258. Content Marketing For IT Vendors commodity services differentiation IT content marketing service providers

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258. Content Marketing For IT Vendors Tech Trends artificial intelligence digital transformation IT content marketing machine learning

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.

A Content Formula for Complex B2B Organizations

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

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.).

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.

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.).

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell.

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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.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

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

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.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

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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.

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

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.

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.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Why helpful, non-promotional content is the key to lead generation success. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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.

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.

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.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

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

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.

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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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