Author: Mark Walker

Mark Walker is an experienced B2B marketing leader and award winning content marketer. He’s a prolific blogger and speaker on all things digital, marketing, and content; and he loves to learn and connect with others interested in the trends shaping our future. Mark writes at swotnot, a blog that looks at the intersection of technology, marketing, and business. Connect with him on Twitter or LinkedIn.

By mark-walker published June 12, 2016

Skyscraper Content the Right Way: How to Truly Help Your Readers

skyscraper-content-readers

There’s a new obsession in content marketing circles. It’s negatively affecting my reading experience and making it increasingly difficult to find the good stuff.

What is this new kid on the block that’s messing things up?Continue Reading

By mark-walker published July 26, 2015

How to Use Visual Maps for a Balanced Content Marketing Strategy

visual-maps-content-marketing-strategy-cover

Many people prefer to read visually. Yet when it comes to how we display information in our companies, we tend to be stuck on text and spreadsheets.

Most strategy documents end up being created in long-form text – paragraph after paragraph explaining how we’re going to rock a particular initiative such as a content marketing program. If we’re lucky, there might be some graphs and bullet points to break up the reading experience.Continue Reading

By mark-walker published February 22, 2015

4 Steps to Get Business Results from Your Content Marketing Strategy

business-results-content-marketing-strategy-cover

In the latest Content Marketing Institute research, there was a clear conclusion: Those who document their strategy are more successful in the long run. However, only 21% said they were able to effectively track ROI (rising to 35% for those who had a documented strategy).

A huge number of marketers still guess about their success. Yet more and more content marketing activity is taking place, budgets are rising, and the world only gets more complex. With an average of 13 content marketing initiatives being used by each marketer across a dizzying array of channels – both paid and free – there are some big questions to be answered:Continue Reading

By mark-walker published July 1, 2014

4 Ways to Tie Events Into Your Content Marketing Plan

folding chairs set up-event planningAs a content marketer, you know better than anyone the perpetual cycle that forms your working day. Research, content creation, distribution, measurement… and repeat.

Your work is never done: You can never talk with your customers too often, have too much great content, share it too widely, or have too complete an understanding of what worked and what didn’t.

But then you’re asked to fit in a lot of other tasks too, like relationship building with key influencers, competitor analysis, and going to events (to name but a few).

Whether you’re sponsoring, speaking, or just attending, events can be particularly time-consuming, as they can involve long-distance travel, advance preparation, lost productivity time, and the need to debrief (both for your own benefit and that of your colleagues or staff) afterwards.Continue Reading

By mark-walker published July 2, 2013

Succeed With Video Content Marketing: 5 Tips and a Case Study

fairy tale-once upon a timeIn my previous two posts, I discussed the basics of developing a video content marketing strategy that will drive awareness, leads, and sales, and offered advice on how to execute on that strategy. In this third installment, I’d like to share some tips for making the videos themselves as engaging, effective, and easy to develop as possible. Following on that, I’ll share a case study that demonstrates how businesses can find success through efficient, economical, and creative video content. You can also view the SlideShare below, to refresh your memory on the full process. Continue Reading

By mark-walker published May 9, 2013

How to Execute Your Video Content Strategy in 8 Steps

video-content-executingIn my previous post, “Using Video Content to Drive Brand Awareness, Leads, and Sales,” I took you through the first four steps of the definitive B2B video marketing strategy.

In this second post, we focus on executing your video content strategy, maximizing impact, measuring results, and ensuring that you create sustainable campaigns that add long-term value to your organization. Continue Reading

By mark-walker published April 26, 2013

How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide

video-content-brand-awareness-salesThroughout 2012, video marketing for B2B businesses undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

Here are a few relevant findings from respected industry reports and trends to back up this claim: Continue Reading