What makes B2B content effective? Understanding ways to match content with the sales process is just as critical as ensuring content quality. Gaining this understanding requires content marketers to master three concepts that mirror the way an enterprise sales process typically works: Organizations will struggle to get the most out of leads unless they possess compelling thought-leadership content, easily digestible teaser content, and the ability to consume prospect feedback. Continue Reading
We don’t understand why so much B2B marketing collateral misses the mark. We keep tabs on the content produced in the industries we serve — and frequently discover instances where poor designs don’t support or enhance otherwise convincing pieces of content.
Graphic design has been, is, and always will be a crucial component of effective marketing. Whether you are producing an app for a smartphone or tablet, a website, a case study, a presentation, a white paper, or a data sheet, the design should help engage the audience, reinforce your brand and, ultimately, influence perception and decision making.Continue Reading
Humans have been using visualization tools to communicate information for millennia. We continue to rely on charts, maps, signs, and blueprints every day to rapidly convey critical knowledge and data.
Today’s digital infographics trend represents an evolutionary step in the development of visualization tools. By incorporating stunning images, 3-D representations, and interactive features, infographics can provide a tremendous amount of information in creative, engaging ways. Continue Reading
Capturing the voice of the customer is critical for producing an engaging customer reference, whether it becomes a full-blown case study or is incorporated into a press release, solution brief, or other type of marketing collateral. Collecting quotable material almost always involves an interview, either in person or conducted by phone and recorded to accurately capture the customer’s words.
This customer interview provides a key opportunity that many organizations overlook: The recorded audio can be repurposed for a podcast. Why produce a written document alone when you can provide direct access to the customer’s unique voice? For many prospects, actually hearing real customers endorse a product or service can be very convincing. Podcasts can supplement case studies and product web pages, provide multimedia content for interactive eBooks and conference presentations, and can even be incorporated into a series offered to subscribers over iTunes or other online distribution services.