By Tom Pisello published February 18, 2011

Is Your Content Ready for the CFO?

According to a new Accenture study, more chief financial officers (CFOs) are expanding their role beyond finance in the wake of the recession. These new responsibilities mean CFOs are much more involved in the buying decision process, which is critically … Continue reading

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 Brian Massey published August 30, 2010

The Anatomy of a Great Web Persona

Melanie is your market research with an attitude, your analytics in a skirt. Bill is the voice that rings through the headsets of your customer support people, unwavering in his desire to get what he wants. Amy is that segment … Continue reading

By Andrew Davis published August 13, 2010

How to Identify Where Your Audience is Participating Online

In my first post at Content Marketing Institute, I spent a couple minutes introducing you to two tools that are designed to help you better understand your web-browsing audience. Today, I’ll help you identify where they are hanging out online.

By Jim OHare published August 9, 2010

How to Begin Mobile Content Publishing: Survey Audience Needs

For his skill in anticipating and fulfilling consumer appetite, Henry Ford was the Steve Jobs of the early 20th century. Savvy and a bit cocky, Ford famously patted himself on the back: “If I had asked people what they wanted, … Continue reading

By Anthony Power published June 25, 2010

How to Develop Content Based on A Need Stage

There has been lots of good discussion about the role of content and the “sales funnel.” For instance, Robert Rose had a two-part  series on segmenting based on personas and lead stage. There are also good arguments to flip or even … Continue reading

By Robert Rose published June 2, 2010

A Quick and Dirty Way to Segment your B2B Content Marketing

If you’re a B2B marketer you’ve inevitably heard sales say things like this: “Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers.” Or (my favorite): “We don’t need more … Continue reading

By Chris Moritz published June 1, 2010

How to Start Your Content Strategy: The Discovery Phase

You want to get your content marketing initiative off to a great start. No, a fantastic start! A ground-breaking, revolutionary, epic launch. Something that will bring in the leads like the Pied Piper and bring on the tears of your … Continue reading

By Keith Wiegold published May 26, 2010

How to Build Personas to Bring Your Targets (Back) to Life

The whole idea of ”targeting” is an odd practice. As marketers we spend so much time and effort, trying to narrow down who our customers are into an age range, a gender, a geographical location, a household income, that type … Continue reading