What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

One of the more predictable, and sadder, moments in my work with clients comes when I ask for a customer case study to help illustrate all the good things their hardware, software or services can do. What is working – or not working – for you?

Five Ways Storytelling Goes Bad

What Works - What Doesn't

When they give me a cookie-cutter, jargon-filled case study to word-smith, I push back for more details on the business challenges and the internal implementation headaches that will bring their work to life.

Trending Sources

15 Ideas to Jump Start a Blockchain Blog  

What Works - What Doesn't

Based on sessions at the recent “ Business of Blockchain ” event, organized by MIT Technology Review and the MIT Media Lab, and my own blockchain marketing work, here are 15 quick hit questions you can blog about even if you’re not a blockchain expert.

Driving Thought Leadership in Blockchain

What Works - What Doesn't

Here are some approaches based on my own recent work on blockchain thought leadership, and from the recent “ Business of Blockchain ” event, organized by MIT Technology Review and the MIT Media Lab.

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

Stop the WordPress Madness!

What Works - What Doesn't

When I should be writing insightful, clever posts on recent industry trends (or, even better, doing paying work) I’m trying to remember the difference between a widget and a plug-in, a top sidebar vs. a sub-sidebar, and a regular sidebar vs. a widget-enabled sidebar.

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

What works now: Easy-to-read charts, especially those showing usable data from your origina l research. 8) Both long and short blog posts can work, but about one page (screen) of content seems to draw the most readers.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Various planes need different combinations of work on stabilizers, electrical systems, engines and even condensation that sends moisture dripping down the inside of the airplanes.

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My Blog: What Works, What Doesn’t

What Works - What Doesn't

Offer 1: Commoditize This! 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? Drop a line or call me at (781) 599-3262 for a complimentary brainstorm

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Various planes need different combinations of work on stabilizers, electrical systems, engines and even condensation that sends moisture dripping down the inside of the airplanes.

How We Can Help

What Works - What Doesn't

Working from raw copy provided by a multi-national team of subject matter experts, I helped ensure a consistent, professional response that reflected the strategic needs of the customer, as well as my client’s unique strengths. .

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Stop the WordPress Madness!

What Works - What Doesn't

When I should be writing insightful, clever posts on recent industry trends (or, even better, doing paying work) I’m trying to remember the difference between a widget and a plug-in, a top sidebar vs. a sub-sidebar, and a regular sidebar vs. a widget-enabled sidebar.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Clearly, a lot of though and work went into the site – but when you’re dealing with software that can make or break a company’s profit, and you’re talking to people whose jobs rely on its working well, that effort shows you’re serious about the subject

About Us

What Works - What Doesn't

Bob has worked and consulted in the software industry for 25 years at leading software companies, including Arbortext/PTC, HAHT Commerce/GXS, WorkForce Software, Intuit, QAD and Sybase.

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

What Works - What Doesn't

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. I will profile brands and the people that work for them.

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.

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

What Works - What Doesn't

Some simply don’t want to risk that an update, even if it had some value, would disrupt a critical system that had been working fine for years.

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

What Works - What Doesn't

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. I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

  Reason Four, that social media creates another isolated marketing silo that doesn’t work effectively with other parts of the organization. Turn out better content and social media will work better.

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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Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

Which leads me to ask whether you should wait to offer a prospect an online game until they are willing to invest all the time required to wait for screens to load, understand the rules of the game, work through the scenarios, and cope with problems like crashing browsers?

Real Editors Don't Just Retweet

What Works - What Doesn't

Their “beats” are the technology they work with and the customers they talk to. “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.

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

What Works - What Doesn't

Tip 3 – Tips for working with SAP NetWeaver variables in Crystal Reports. Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office?

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

What Works - What Doesn't

Or at least that’s how it works in Hubspot (screen show below,) an integrated marketing platform I’m considering for my clients who are using blogs to generate prospects.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

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. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling.

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

A 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. But try going without a working toilet for a week and you’ll know why tracking the workings of the sewer district is important.   Because some work is valuable but dull, society pays people to do it.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

  The central problem is that this “Social Media Press Release” is still all about the vendor, which is why it doesn’t work in today’s world of “two-way” conversations among customers and vendors. To succeed, the “social media press release” must focus more on content than Web bling.         Catherine Marenghi , senior PR manager at Cognizant Technology Solutions (a client of mine) read my recent post asking if it’s “Time to Kill the Press Release?

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Or is it the name, contact information who has indicated (either through a registration form or their readership history) that they’re feeling the pain you can solve, own the hardware and software your product needs to work, and are willing to sit down and talk for ten minutes? Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

  Nearly 2,000 people are working to protect the shoreline and wildlife. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

How to reach your customers at work or at home

Biznology

On the flip side, consumer marketers can use the capability to broaden the profile of their targets—where they work, their titles, schools attended, past employers, their LinkedIn URL, and maybe even their business email address—all kinds of data points that provide additional insight and access.

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How co-working spaces are revolutionizing the workplace

Biznology

Recently, however, companies are slowly adopting a more open and collaborative work environment through co-working spaces. Studies have shown that co-working spaces allow employees to thrive far more than traditional offices, as per Harvard Business Review.

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How to Make Remote Work Actually Work

Hubspot

One of my favorite things about working remotely -- which I do a few times a month -- is the freedom to get comfortable. When I work from home, I'm usually find myself in one of three positions: sitting up at the table, laying down with my laptop, or buried in a pillow avalanche on my couch.

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Why walking meetings can be wonderful at work

Biznology

This works for many of today’s most successful business leaders and there is really very little reason why you shouldn’t adopt this concept. If you don’t have a nature path near your office, a walk down the street will work too.

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Why Event Marketing Works and Then Some

Marketing Insider Group

The post Why Event Marketing Works and Then Some appeared first on Marketing Insider Group. What’s one of the most powerful content marketing tools used today? Event marketing. 58 percent of marketers consider conferences, trade shows, and other events to be important for improving the customer experience. For B2B marketers, the appeal of in-person marketing is even higher. 67 percent believe events are their most effective content tool.

Getting Big Data to Actually Work

Buzz Marketing for Technology

Most marketers I talk with today say they are drowning in data. But in reality data they really want sits in disparate systems throughout the organization. Or if their company has invested big money in a traditional data warehouse, the results have fallen short of expectations.

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Infographic: 12 Phrases You Should Never Say at Work

Contently

A new infographic about work from Headway Capital lists 12 common statements that you should never say at the office. And if you have other suggestions for what not to say at work, please let us know on Twitter @contently.). Voices Infographic language work

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Does Paid Social Media Work?

Modern Marketing

Wondering what works for other businesses? It's Friday Five time and this week's topic is Social Media. New Research Reveals Paid Social Media Effectiveness. Do you know where to spend your social media marketing dollars?

Crafting content that works

Biznology

For too many marketers, content marketing doesn’t work. Here’s a guide to crafting content that really does work. The post Crafting content that works appeared first on Biznology. There’s a growing chorus against content marketing, and with good reason.

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Does Native Advertising Work?

Content Standard

For those who are unfamiliar, let me explain: imagine your team is working with a journalist to create your next native ad. The post Does Native Advertising Work? “Look, you’re going to love this piece! No more smashing your customers in the face with ad hammers.

HubSpot’s Marketing Team Worked Remotely for One Week. Here’s What We Learned.

Hubspot

Not everyone you work with is able to sit down in the same room with you. It means learning to work with our colleagues in a completely different (and potentially challenging) way. To improve our communication with remote workers, and be at our best when working remotely.

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