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content marketing

Moving Your Web Site Into the 21st Century

January 26, 2012 by Bill Ives with 26 views

Geoff Bock provides a useful look at what firms need to do to make their Web sites relevant to today’s Web users with is article, Beyond the Web page: Broader Web strategy a must for business success. He sees 2011 at the end of Page-oriented Web sites.Geoff notes, “Enterprises can no longer afford to maintain their digital presences... [read more]

5 Ways to Use Other People’s Content in Your Marketing

January 24, 2012 by John Jantsch with 43 views

You need lots of content, you know that, but you also know that content creation is one of the more time intensive marketing activities you have to tackle. While you do need to create your own content as the foundation for your total content and teaching strategy, you can – and should – supplement your content with that from other people... [read more]

Content Marketing Hubs Deliver ROI

November 21, 2011 by Ardath Albee with 45 views

Last week I was part of the panel for the Marketing Superhero webinar hosted by OnPath where we discussed how to create demand generation strategies for 2012. I chose to make my tip about Content Hubs. A Content Hub is a content marketing program that takes full advantage of a bigger content asset to combine lead generation with lead... [read more]

Frequency: All the Time vs. At the Right Time

November 14, 2011 by Ardath Albee with 36 views

In the Focus roundtable I participated in last week with Lisa Horner, Lauren Goldstein and Craig Rosenberg, Lisa brought up the term "perpetual denamd gen." This concept is a paradigm shift for B2B marketers that can be a great opportunity or present fierce challenges — sometimes it's a combination of both. [read more]

Lead Generation is NOT IT

March 8, 2011 by Ardath Albee with 380 views

As the latest research, surveys and reports about content marketing begin surfacing, I'm wondering if  B2B marketers are really embracing change or if they're stuck in the past? Time and again, I see lead generation as a top priority goal while lead nurturing comes in at the bottom of the heap - behind web traffic and brand... [read more]

Context is king: what it means for brands

February 3, 2011 by Ross Dawson with 215 views

I have always been wary of the phrase ‘content is king’ and the kinds of people who say that, usually in self-aggrandisement. The rise of Apple iTunes has, with all the grace and elegance of a sledgehammer, amply demonstrated that it ain’t necessarily so. In an article on CNBC titled The New King: Context!, Nicholas Scibetta of Ketchum... [read more]

Best Content Marketing Guides, Tips and Tactics of 2010

February 2, 2011 by Tom Pick with 1,389 views

How many times have you heard the expression “content is king?” That’s the case because, in an increasingly competitive and noisy market, buyers care not so much about what you sell as about what you know, and what you are passionate about. Great content accomplishes at least two of the following objectives: • It helps get you “... [read more]

Awareness to Action: 4 Steps to Sell More By Getting Inside the Minds of Your Customers

June 18, 2010 by Eric Tsai with 545 views

Over the past months I wrote about how to find your customers in order to improve your customer segmentation and gain better understanding of your niche market. Everything goes back to connecting with your audience so you can craft campaigns utilizing tactics such as email marketing, SEO and social media. Then as more... [read more]

Survey Highlights Contradictions for B2B Marketers

May 5, 2010 by Ardath Albee with 207 views

In reviewing the results from the B2B Marketing Skills Survey conducted by Genius.com and BtoB Magazine, I saw a few disconnects that should be flags for concern. Let's talk about two of them. Contradiction 1: Driving qualified leads is seen as the most important mission of the marketing department. Lead nurturing is seen as the least... [read more]

The Rise of Content in B2B Marketing

April 21, 2010 by clickdocuments with 399 views

Why should you quickly groom internal resources for content assets and blogging? How should you adapt to the changing trends in B2B marketing?  We asked Galen De Young "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Galen De Young, managing director of Proteus B2B and Proteus... [read more]

Help your customers with a predictive question

April 19, 2010 by Becky McCray with 216 views

Predictive questions are questions that can lead to better recommendations. By asking your customers the right question, you can more easily connect them with the right product or the right service. The two questions might not even seem to be related. The predictive question, "Do you like to dance?" correlates with, "... [read more]

Does Your Content Marketing Make You Different?

March 3, 2010 by Ardath Albee with 217 views

Being recognized as unique, different and desirable is what every company strives to achieve to stand out in their marketplace. Unfortunately, this appears to be easier said than done. Take a look at these three tag lines: Achieve Dramatic Cost Savings, Increase Operational Efficiency and Business Agility Reduce Costs, Improve Service... [read more]

Content Marketing is for Customers Too!

February 21, 2010 by Ardath Albee with 234 views

Most conversations I have with marketers revolve around how to feed the top of the funnel and help prospects become sales-ready leads that their salespeople willingly pursue. It's one of the things I help them focus on doing. The problem happens when that becomes the sole focus of marketing. I was catching up on my blog reading and... [read more]

Will Content Marketing Kill Trade Publications?

November 9, 2009 by Tom Pick with 174 views

Content marketing is all the rage. Check out Joe Pulizzi's Junta42 blog, pick up a copy of Ardath Albee's wonderful new book eMarketing Strategies for the Complex Sale (which builds upon the foundation laid by David Meerman Scott and others), follow @Mike_Stelzner on Twitter—it's everywhere. Marketers are becoming publishers, writing... [read more]

B2B Content Marketing to Impact Status Quo

May 28, 2009 by Ardath Albee with 153 views

Earlier this week I talked about the payoff for B2B content marketing to focus on producing movement. Now, I'd like to back up just a tad and share some thoughts about what it takes to shift status quo. Because until or unless you can get people to shift from status quo, the movement you'll get from your B2B marketing content will be,... [read more]

5 Reasons To Buy David Meerman Scott’s World Wide Rave (And 2 Reasons Not To)

May 13, 2009 by DJFrancis with 136 views

I’m trying a new format for my book reviews. Instead of a measured, logical summary and analysis, I’m just going to cut straight to the meat of it - here’s why I think you should buy this book (or why you might want to skip it). I recently finished David Meerman Scott’s new book, World Wide Rave. I am a big fan of Scott’s work - he’s... [read more]

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