Company: News
The Modern Webinar – Avitage employs “Create Like a Publisher” Practices to Transform a Webinar into an Extensive Content Marketing Program
- Avitage demonstrates how B2B marketing and sales organizations can take webinars to the next level and fuel content marketing, demand generation, lead management and sales support programs
Waltham, MA - April 6, 2010: As a model for B2B marketing and sales organizations, Avitage (www.avitage.com) applied its “Create Like a Publisher” principles and methods to build an extensive content marketing program leveraging its “Feed the Content Beast” webinar with content strategist and author Ardath Albee. This practice takes webinars entirely to the next level – utilizing webinar content to fuel content marketing, demand generation, lead management, and sales support programs.
Jim Burns, CEO of Avitage, explains the opportunity, “Rather than viewing a webinar as a one-time point event, we view webinars for both ourselves and our customers as opportunities to create, manage and deliver relevant and effective content to drive lead management and nurturing programs. To fulfill lead and revenue objectives, today’s B2B organizations need to produce a wider variety of content, more quickly, across the range of digital media – and implementing what we call ‘the modern webinar’ is a highly cost effective way to do this.”
“To fulfill increased demands for content,” Jim Burns continued, “the ‘Think Like a Publisher’ principle that is taking hold in B2B organizations tells us to acquire and build reusable content elements, based on a content strategy and plan. To really do that, and to optimize quality, speed, cost, and relevance to each audience, we need to apply methods publishers have perfected.”
Access Avitage’s Content Marketing Strategy and Execution Microsite, for greater depth on the principles and methods of “Creating Like a Publisher.”
Avitage’s Case Example Demonstrating How to Apply “Create Like A Publisher” Methods:
Applying a core principle of “Creating Like a Publisher,” a small marketing team acquired and created modular content, adhering to Avitage’s content strategy, quality standards, and style guide, and provided the building blocks of content in a content management system; a broader set of marketing and sales end users selected situation-relevant content to assemble and deliver to targeted audiences. Below are specific examples of the methods Avitage employed to rise to the challenge of creating a wide variety of audience-relevant content, more quickly and more economically, across the range of digital media.
- A content strategy and editorial plan enabled Avitage to bundle content acquisition. In one audio recording session with subject matter expert Ardath Albee, Avitage acquired content not just for the “Feed the Content Beast” webinar, but also for content to be used downstream in content marketing and sales support programs.
- Pre-recording and editing audio then pairing with visuals yielded highly professional multimedia content quickly and economically. Ardath’s webinar audio was edited down to 30-minutes and was combined with PowerPoint visuals to create a Flash video which was delivered into a live-audience web seminar, while allowing for 30-minutes of live on-air Q&A with Ardath. Similarly, additional audio acquired in the recording session and subsequently with Avitage spokespersons were edited and paired with visual content for use in Avitage’s content marketing and sales support programs.
- Source content was managed as modules in Avitage Collections. All content was stored in a modular fashion so that it could be mixed and matched and delivered in any digital format to fit the situation.
- Avitage created a “Content Marketing Strategy and Execution Microsite” to serve as the hub for it’s content marketing and sales activities surrounding this topic. Numerous communications in the content marketing and sales programs link to this microsite which provides continually updated content on the topic. The microsite allows the audience to access content and videos on-demand, and easily pass along the content to their colleagues.
- Content is continually delivered across all forms of media. The content has been delivered across all forms of media including sales communications; SEO-optimized articles and videos; social media dialogues; blogs; RSS Feed; and audio and transcript downloads.
- Content marketing communications are segmented into different nurturing tracks by role and stage in buying process. The webinar content is used to power various lead nurturing tracks based on buyer persona.
Click here to view the Content Marketing Strategy and Execution Microsite, the hub of Avitage’s lead nurturing plan and learn more about Avitage’s case example..
About Avitage
Avitage (www.avitage.com) is a provider of B2B content marketing, demand generation, lead management, marketing automation, and sales support program services. Avitage iNgage is a program that provides the strategy, creative and technical resources, and systems to create, manage, tailor and deliver compelling content that accelerates customer buying, increases marketing and sales productivity, and raises revenue. Avitage Collections is a content management database service enabling organizations to create, manage, tailor and deliver high volumes of custom multimedia communications.
Learn more at www.avitage.com or call us at 781.522.8000.
© Copyright 2010 Avitage, Inc. All rights reserved.
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