3 Ways to Ease Customer Wait Times and Build Your Business
February 16, 2011
David Huffman
At one time or another, we’ve all been there — stuck in a queue, waiting somewhere for something.
Sitting, watching, waiting, looking at our watches. While waiting, maybe you nabbed a terribly wrinkled, outdated Sports Illustrated or People on the table or wall mounted magazine rack.
Or maybe you...
Great Content Starts with Great Questions: Tips for Asking the Right Ones
February 15, 2011
Dianna Huff
Over the years, I’ve had many B2B manufacturing clients want to include what I refer to as “so what?” information on their Websites, blog posts and press releases. This “so what?” information includes seemingly useless facts such as the square footage of the manufacturing plant or that the company has...
Is Your Best Content “Stuck” Inside Your Company?
January 11, 2011
Michele Linn
Towards the end of last year, I had the distinct pleasure of talking with Joe Chernov, the Director of Content from Eloqua. I have been impressed with what they are doing in terms of content marketing, and Joe gave me the inside scoop for a case study that I wrote for CMI (seriously – check it out –...
How to Explain the Value of Content Marketing
November 9, 2010
Michele Linn
Our recent B2B Content Marketing research compared the practices of self-described effective content marketers with those who are less effective.
One of the most striking differences between these groups is the level of executive buy-in. Fewer than 10% of effective marketers who use content marketing...
Mobile In B2B: The Invisible Juggernaut
October 18, 2010
Doug Kessler
Mobile is one of those areas in which, annoyingly, B2C is way ahead of B2B. You can kind of understand why — the CMOs of Pizza Hut and Smirnoff and Pepsi would be fired by now if they hadn’t at least been groping their way towards a relationship with their mobile users (aka everyone).
In...
Using a Thought Leadership Council to Serve Up Great Content
October 15, 2010
Jennifer Watson
Executing a content marketing strategy is a daunting task. As the wealth of information on this site and popularity of how-to posts attest, there is great interest in the key pillars of content marketing process. Joe Pulizzi’s post How To Effectively Manage the Content Marketing Process is a fantastic...
8 Ways to Leverage Locals for Your Content Marketing Localization
October 6, 2010
Ann-Christin Lindstedt
As many of you have seen in the recent B2B Content Marketing: 2010 Benchmarks, Budgets, and Trends report, you’re not alone in stressing out about consistently producing fresh, interesting and varied content. Yet, I’d wager there’s something that can get you up and pacing an even deeper hole in the office...
Look to Your Customers for Fresh Content Ideas
September 30, 2010
Dianna Huff
At a recent presentation I gave, a gentleman in the audience asked how he could develop content for his business website. A plumber by trade, he and his partner had already optimized and “tricked out” their site for Google Places.
I began rattling off ideas . . . but it wasn’t until a few days later...
5 Ways to Maximize the Impact of Press Releases Using Content Marketing Techniques
September 29, 2010
Heidi Cohen
Contrary to current thinking, the press release is alive and supports marketing and communications objectives. As keyword-rich content supporting search optimization, the press release—especially in its social media format—is a very effective marketing tool for attracting mainstream and trade media,...
20 Clues to Find the B2B Content Your Audience Really Wants
September 9, 2010
Elizabeth Sosnow
Shhh. Do you hear that noise? That’s the mournful cry of a program that lacks content. If I’m being honest, I’ll admit I’ve heard that sound occasionally myself.
When you work on a communications program for many years, it can sometimes feel exhausting to identify new ideas or topics that move your audience....
4 Good Places to Find Content (Where You Might Not Think to Look)
September 8, 2010
Jennifer Watson
When building an editorial schedule, you naturally look to your roster of subject matter experts for ideas. Even so, you may find that the well soon runs dry. Before it does, dig a little deeper into sources that you may not (yet) have mined, and you might uncover not only a mother lode of great content,...
How to Outsource Audience-Focused Story Ideas
August 27, 2010
Britta Alexander
No one knows your audience better than you. You also know how time-consuming it is to build an editorial calendar, brainstorm a story idea list, attach the right sources to that list and write assignment letters. If you haven’t outsourced that job yet, it’s probably because you think it can only be done...
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