Author: Stephanie Tilton

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads, and advances the buying cycle. You can follow her on Twitter @StephanieTilton or read more of her posts on Savvy B2B Marketing.

By stephanie-tilton published September 5, 2012

Google’s Zero Moment of Truth: Changing Purchase Influence

Sam Sebastian, Director of  Local and B2B Markets for Google, presented the next evolution in the Mental Model of Marketing during his keynote presentation that closed out the first full day at Content Marketing World 2012.

He first explained where the notion of the “First Moment of Truth” in marketing came about. The phrase was coined by Procter & Gamble, based on its discovery that shoppers make up their minds about a product within three to seven seconds — or the time it takes to note a product on the shelf.Continue Reading

By stephanie-tilton published August 15, 2012

8 Content Production Tools To Help Marketers Become Publishing Machines [Free Guide]

8-content-production-toolsIf you are a content marketer, you know you need to think like a publisher. But, it is one thing to say it and another thing to make it happen. Whether you are publishing a blog post or white paper, shooting a video or creating an infographic, the process can be complex and tedious, especially when you are churning out lots of content and working with numerous writers and designers. Continue Reading

By stephanie-tilton published March 15, 2012

Are Your Content Registration Forms an Entry Point or a Barrier?

Content registration is sometimes considered a no-brainer in the content generation and distribution process: Write a white paper, eBook, or other content asset, put up a landing page and reg form, and you’re off, right? The problem is that registration can create friction in the lead generation and nurturing process. Marketers need to strategically decide when it’s appropriate to ask for contact details in exchange for content — and how much information to request.

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By stephanie-tilton published February 15, 2012

Coca-Cola’s Content Strategy: 3 Lessons for B2B Marketers

If B2B marketers are looking for more reason to take up the content marketing torch, they should look no further than The Coca-Cola Company. As CMI’s Joe Pulizzi said last month, Coca-Cola is betting the farm on brand content marketing.

What’s fascinating about Coca-Cola’s foray into content marketing isn’t just that a beverage producer has recognized the value of using content to engage its audience. Coca-Cola has actually produced two videos (see videos below) that outline the reason for this new initiative and how it plans to execute its plan. And B2B marketers can learn three important lessons from this.

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By stephanie-tilton published January 24, 2012

New Guide Explains How to Join the Ranks of Best-in-Class Content Marketers

What sets best-in-class marketers apart from average marketers? For starters, the best content marketers spend more, align with the buying cycle, and secure executive buy-in, according to the B2B Content Marketing: 2012 Benchmarks, Budgets & Trends report, published by the Content Marketing Institute (CMI) and MarketingProfs.

Let’s review a few of your options for going from average to marketer par excellence.

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By stephanie-tilton published January 20, 2011

How B2B Marketers Can Raise the Effectiveness of Their Content

The Content Marketing Institute just released the B2B Content Marketing 2010: Computing/Software Industry Report, representing the experiences of 121 computing/software firms, mainly in the small- and mid-size business category.Continue Reading

By stephanie-tilton published November 17, 2010

The Mathematics of Content Marketing

When it comes to content marketing, producing enough content to engage prospects throughout the buying cycle ranks high on the list of challenges. But content development doesn’t have to be an onerous process. By applying some basic mathematical concepts, you can simplify development – and get far more value out of just about every asset.Continue Reading

By stephanie-tilton published June 10, 2010

5 Disconnects that Can Derail B2B Content Development

There’s plenty of discussion about the lack of alignment between sales and marketing. But less is said about the smaller misalignments that threaten to derail content-development projects – or at the very least, greatly minimize the ultimate impact of content assets such as white papers and eBooks. Here are five I’ve come across.Continue Reading