Company: News
Avitage sponsors American Marketing Association webinar with Content Strategist Ardath Albee on the Why and How of B2B Content Marketing
- Content Marketing Strategy for B2B Lead Generation, Lead Management, and Sales Enablement Programs
Waltham, MA - January 21, 2010: Content Strategist Ardath Albee provided her expert insights into the how’s and why’s of content marketing strategy in an American Marketing Association webinar yesterday. The webinar, entitled “Feed the Content Beast: A practical, affordable approach to create the content that supports your lead management and sales enablement initiatives,” was sponsored by Avitage, (www.avitage.com), a provider of B2B communications services that implement lead generation, lead management, marketing automation and sales enablement programs.
View the chapter-indexed webinar on demand.
Access the Avitage Content Strategy and Execution Microsite for supporting content from Avitage, Ardath Albee and other thought leaders.
In the webinar, Ardath Albee discussed recent changes in the way people in organizations buy, and how B2B marketers have responded by shifting large and ever-increasing proportions of their budgets to custom content marketing.
To help you yield great return on investment in content marketing, Ardath detailed how to develop B2B content strategies that will:
- align with your prospects’ priorities and perspectives at each stage of their buying proces
- strengthen your organization’s reputation, credibility and trust
- differentiate your organization from your competitors, and enable your organization to become the anchor--the standard by which your competitors will be judged
- generate leads and move leads forward in their buying process, accelerating their buying process
- enable your prospects to tell your story to colleagues and pass along your content
- leverage marketing automation to deliver the right message, at the right time to each prospect
An important mind shift for organizations today is to “think like a publisher”—that is, to create and acquire content based on a strategy and a plan for maximum effectiveness and efficiency.
In presenting the key elements of thinking like a publisher, including an editorial plan, Ardath noted, “When you have an editorial plan, part of the beauty is it saves you both money and time, but it also aids you in creating this consistent story thread which enables you to include the repetition of ideas enough to help your prospects bond with them.” Further, “You [have] a storyline going, and each piece is building off the one before it to help increase the amount of time that your prospects are willing to spend with you, because they want to know more, and they're familiar with the basis by which you're building the story. It's not all new to them every time they see something, because you're not doing one-off content. You've got a consistent approach and you're building a story over time.”
Ardath explained the differences and interrelationship between content for implementing marketing programs and content for enabling sales teams. For example, Ardath explained that your sales content and messaging must validate your organization’s marketing content and messaging—and if Sales tells a different story from Marketing, then buyer momentum will be lost. Among her guidance on content strategy for enabling Sales teams, Ardath presented ways to redesign customer success stories to resonate more strongly with prospects, influencers, and others on the prospects’ buying committee.
View the chapter-indexed webinar on demand.
Access the Avitage Content Strategy and Execution Microsite for supporting content from Avitage, Ardath Albee and other thought leaders.
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 Avitage at 781.522.8000.
Learn more at www.avitage.com or call us at 781.522.8000.
The “Feed the Content Beast” webcast is part of the American Marketing Association webcast series. For more information about other events in this series, please visit www.marketingpower.com/webcast.
About the American Marketing Association (AMA)
The American Marketing Association (AMA) is the largest marketing association in North America. It is a professional association for individuals involved in the practice, teaching and study of marketing worldwide. It is also the source that marketers turn to every day to deepen their marketing expertise, elevate their careers, and, ultimately, achieve better results. American Marketing Association members are connected to a network of experienced marketers nearly 40,000 strong.
American Marketing Association offers highly acclaimed Training Series, professional conferences, and Hot Topic events focused on the immediate needs of marketers, as well as trends shaping the future. American Marketing Association’s website, MarketingPower.com, is the everyday connection to marketing data, articles, case studies, best practices and a robust job bank. Additionally, the American Marketing Association is the source for the field’s top magazines and journals, including Marketing News. Through local and collegiate chapters, American Marketing Association members are connected with the best people and the best practices.
For more information on the American Marketing Association please visit www.MarketingPower.com.
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