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. Create a formal document that outlines how to submit marketing case study opportunities.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

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. The market presence and leads will follow, he argues.

Trending Sources

What We’re Doing Wrong in Blockchain Marketing

What Works - What Doesn't

Into the breach, as always, step marketers like us. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258. One of the best pieces of advice I ever got was “ always explain what you’re talking about.

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.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation

Get Off the Commodity Bus!

What Works - What Doesn't

Do you feel like you’re stuck trying to differentiate yourself in a crowded, “me-too” market like, for example, local IT service providers? The second step was realizing there was another, even bigger, underserved market.

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

Marketing/PR tips: Stay informed about AI developments and aggressive in understanding how they affect your industry, no matter how “low tech” it seems. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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.

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

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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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.

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Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

Trying to Get the Big Mo A recent post by Jeff Pedowitz argues that marketing automation vendors – selling tools that automatically send and track responses to marketing material to target prospects – are floundering, or at least not growing as quickly as they should. Email marketing?

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

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.

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

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.

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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.

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

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

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. 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

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

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel.

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

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.

Best Practices for a Marketing Database Cleanse

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