How to Develop Content Based on A Need Stage
June 25, 2010
Anthony Power
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 forget the funnel. Seth Godin and Joseph Jaffee have written...
A Quick and Dirty Way to Segment your B2B Content Marketing
June 2, 2010
Robert Rose
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 leads. . . we need better leads.” What now?
You want to be...
How to Start Your Content Strategy: The Discovery Phase
June 1, 2010
Chris Moritz
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 competitors like the end of Beaches (or maybe that’s just me…)
Hold up!...
How to Build Personas to Bring Your Targets (Back) to Life
May 26, 2010
Keith Wiegold
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 of thing. Then we end up calling it a target, and wringing our hands about just...
How to Use Information Design to Improve Content Marketing
May 22, 2010
Clare McDermott
You have developed a content marketing strategy and assembled your subject-matter experts to provide whip-smart analysis and compelling story-telling. But how will you package your content for delivery to prospects & clients?Continue reading
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