What Works - What Doesn't

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

My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. If we don’t make things much simpler, we’ll never get mass acceptance for content marketing.

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Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

PR/Marketing TrendsWhen drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

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787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

In my business, writing marketing material, the work you need to do right at the beginning is knowing who your target audience is; what you have to tell them that’s fundamentally new and what is the unique value you offer.

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The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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? Download your free copy of “Content Marketing: Where to Place Your Quality Bets&# (no registration required!).

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. 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.”

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.

Stop the WordPress Madness!

What Works - What Doesn't

My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. If we don’t make things much simpler, we’ll never get mass acceptance for content marketing.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

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

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”. I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell.

How We Can Help

What Works - What Doesn't

We can create anything from full-fledged email marketing campaigns to white papers, case studies, ghosted articles and blog posts. By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators.

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About Us

What Works - What Doesn't

Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry. He is also the author of “Content Marketing: Where to Place Your Quality Bets,” a guide for marketers entering the content marketing field.

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

What Works - What Doesn't

  One of the biggest blunders tech marketers make is not clearly explaining what their products do. Tags: Content Marketing A recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy.

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

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

What Works - What Doesn't

Marketing automation vendor Eloqua has gone a step further and hired Jesse Noyes , formerly a business reporter for the Boston Herald , as a “corporate reporter.” I found a really, really smart customer doing some leading-edge marketing automation -- but with a competitor’s product.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

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

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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. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly.   Tags: Content Marketing

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

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

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. But it can be hard work because you have to get your nose out of your own technical brilliance and marketing buzzwords and speak plain English. IT marketing IT sales and marketing

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Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

  Tags: IT Marketing InfoWorld maintenance agreements offshore support profit margins software firms software upgrades vendor negotiating tips

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  Tags: B2B marketing B2B software BPM marketing business process management content marketing IBM Innov8 online games selling BPM

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. Tags: Content Marketing

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Time to Kill the Press Release?

What Works - What Doesn't

  The editing process also dooms most press releases because every sentence and phrase is agonizingly tweaked by marketing, legal and PR. 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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To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Tags: Content Marketing PR/Marketing Trends B2B marketing content marketing direct mail Eloqua email marketing how to promote trade show Hubspot Marketo trade shows

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. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly. OK, maybe some people are so dumb they don’t know a heater gets hot.

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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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

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.

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. The more complex your “sell” and the longer the sales cycle, the more content marketing can help you.

Who We Are

What Works - What Doesn't

Veteran IT trade press editors and IT marketers… with years of experience understanding the needs of enterprise IT customers… and of the hardware, software and services IT vendors offer those customers… …and of the marketing automation tools to reach them. Who We Are.

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

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. 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.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

Chief Marketing Officer Marty Homlish says that being able to see who viewed what information, and for how long, goes a long way towards helping SAP “capture demand.”. Which is about as good market intelligence as you can possibly get. It also cemented the reputation of the service provider as “different” than rivals who push marketing harder. 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

    B2B marketing blogging citizen journalism content marketing new media social media Web 2.0A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

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.” As I argue in my post , the people you need to reach – prospects and customers – want far more candor, insight and context than you can deliver in a press release that’s been scrubbed of all three by PR, legal and marketing.

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