Content Publishing Operations Blog

  1. How Content Operations Can Create Marketing and Selling Breakthroughs

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      Marketing and selling content operations isn’t sexy. But it could be one of the most important focus areas for marketing leaders. See Is Content Operations Your Next Focus Area? Almost every week I see fresh survey results that continue to reflect the long-standing challenges that B2B marketers face (Content Marketing...
  2. How To Fix Your Sales Content Problem

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      What if your “sales content problem” isn’t the real problem, but a symptom of the problem? Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you...
  3. B2B Customer Content Operations Manifesto

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      The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. If you’re a B2B CMO pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel...
  4. Content Marketing Gap: What to do, How to do it, How to operationalize

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    When it comes to content marketing, there’s near universal agreement on “what to do,” what actions organizations must take. “How to do it” advice tends to focus on tactic-specific techniques. We see a significant execution gap between these two information categories. We believe this missing element is the reason content...
  5. Getting B2B Content ROI Right

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    In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes. Misunderstanding content ROI elevates risk of poor decisions about content strategy and investment. The risk...
  6. More Than Content Needs Overhaulin’

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    For all the time, attention and investment made in sales enablement tools, it’s a shame a fraction of that hasn’t been invested in solving the core problem: the content itself. One of our colleagues often quips: “it’s easier to buy software.” He means easier than figuring out the culture and...
  7. How to improve content performance and operations output

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      Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic. This post will provide an overview vision...
  8. Need Better Content? Define Your Use Case Requirements

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    Perhaps you’re the sales leader, and your sales people lack the content they need to sell effectively in this age of online, self-educating, stealth buyers. Or, perhaps you’re responsible for lead generation and demand management, but you lack effective education-oriented nurturing content to support your desire to deploy multiple persona,...
  9. An All Too Typical Sales Prospecting Phone Message

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    One of many webinars I attend was a lead nurturing webinar recently. I’m always looking for insights, especially about how companies are thinking about content to support their many use cases. I also like to experience selling from a buyers perspective. I get many sales prospecting calls, but usually for...
  10. Continuum and Process vs. Event, Project or Campaign Thinking

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      The consensus is clear. It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that...
  11. Business Trends Indicate Need for Enterprise Content Strategy and Operations Management

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    Content Header Target Audiences:  VP of Marketing / CMO; CEO/CFO; Marketing / Content Operations head Purpose:  Provide insights from business analysts on important trends that impact business, marketing and content strategy: the digital enterprise, digital marketing, content and content operations, and their implications for business strategy Raise awareness of the...
  12. Conversation Support Competency for Content Strategy

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      Content Header Target Audiences:  VP of Marketing / CMO VP Sales Product Marketing Sales Enablement  Purpose:  Introduce a new perspective and suggested approach to improve customer conversations and content, as well as the productivity, effectiveness and efficiency of marketing, sales and content development teams. Topics:  Conversations and content creation...
  13. Is Content Operations Your Next Focus Area?

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      Business-to-business selling organizations that have adopted inbound and content marketing strategies to deliver relevant, useful, educational content to prospective buyers should give this question serious consideration. Four factors implicate this as a possible requirement: Universal business drivers Each company’s go-to-market goals, strategies and plans Content strategy and requirements Challenges...
  14. Don’t Just Curate Content – Harvest

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      This blog published on the Sandhill.com blog. Curate content to address many content challenges marketers face. Current curation practices focus on automatically generating newsletters, primarily based on third party articles. This approach severely under-utilizes this important tactic. The harvest step is perhaps the most significant part of our curation practice. When we curate...
  15. Shift from Repository to Content, Communication and Collaboration Ecosystem

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      People responsible for sales and channel enablement, marketing and content operations, or supporting groups that use content, face many challenges. We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes. Almost every day I have conversations with people in organizations who complain...
  16. Content Management – Aggregate Don’t Upload

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      As a content operations advisory firm, we occasionally find ourselves in the embarrassing position of the “cobbler’s children.” This syndrome reared its ugly head when we realized that our spreadsheet based content inventory wasn’t really working as a good way to discover and access the right content for specific sales,...
  17. For Sales Blogging and Social Selling – Think Like a Publisher

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      The practice of social selling has crossed the chasm and entered the tornado stage. (Huffington Post, see Mike Kunkle’s excellent webinar) To fuel this content dependent activity, many are urging sales people to blog, and to become thought leaders. (Lori Richardson, John Jantsch,  ITSMA) This is a logical extension from a...
  18. Why Google Plus is Our Company Content Hub (and should be yours)

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    This article is written for small and mid-size businesses, but also for groups within larger organizations that are constrained by poor enterprise infrastructure. The points here take nothing away from the fact LinkedIn is an important social platform, especially for personal use and content publishing. Businesses should have strong presence and...
  19. Content Is A Strategic Imperative for B2B Selling Organizations

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    Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” (Seth Godin) It is reported to be the top B2B marketing priority for 2015. They are doing so because effective content is the key enabler for tactics that execute a customer-centric go-to-market strategy, especially: Inbound marketing...
  20. What is Content?

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    Before you dismiss this question out of hand, please consider my main point: Most people think of content more as type or format rather than as the information in those containers.  This is a major cause of poor content and business outcomes, from content dependent marketing and selling initiatives.  Consider...
  21. It’s (Past) Time to Make Content Marketing Intelligent

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    This isn’t just a cute phrase. Long time, serious content practitioners, the technical pros in this business, use the term “intelligent content” deliberately. So much so it’s the name of their conference. They also call themselves “content strategists”. Given the importance – and confusion – of content strategy for content...
  22. Beware Out-of-context Content Marketing Prescriptions

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    Post Header Summary: Content marketing advice outside the context of understanding your business, goals, strategies and plans can be misleading, even dangerous. Audience: B2B content, inbound and social marketers; demand managers Topic: Content marketing practices and techniques Purpose: Educate, advice Post I regularly receive calls and emails from clients and colleagues who...
  23. How to execute content marketing

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        What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? Want some help?...
  24. Before Your Next Content Project

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      This post addresses related, but different, content outsourcing and in-sourcing project best practices. Outsourcing Content Creation I have seen many companies struggle setting up outsourced content creation projects due to inadequate preparation and documentation. Content vendors often prefer it this way. Your inefficiency, or ignorance, is their “value add”...
  25. Define Your Enterprise-wide Content Use Case Requirements

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      When it comes to creating customer facing content, how are decisions made at your organization? Without well defined and documented content use case requirements, at each functional level, but ideally at the business or enterprise level, organizations experience reduced efficiency, effectiveness, and a lower return on content investments. How can...
  26. Avitage Master Content Publishing Briefing

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    Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives. Taking a page from Tom Peters, we’ve published our Master Content Publishing Briefing on our SlideShare channel, and it is available to download. You can share...
  27. Real-time Visualization of Online Conversations

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    This is a dynamic visual representation of the online conversations being conducted in conjunction with today’s Marketing Profs B2B Forum in Boston #mpb2b. Keyhole, a provider of real-time tracking of social conversations, makes this possible. When you toggle between hashtage and keyword assessments of the conversation you will see the...
  28. Engagement and Eloqua Experience

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    For the Eloqua Experience preparation webinar sponsored by Televerde, I was asked to speak to the topic of Engagement. This is one of six topics that comprise the agenda for Eloqua Experience. As a concept, engagement means something a little different to everyone. I often hear clients talk about engagement...
  29. 12 Demand Management Competencies for Success

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    Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation. Marketing automation initiatives are often considered the next step beyond email marketing. As a result, campaign oriented thinking carries forward and limits the approach and results. Have we not learned from CRM and other...
  30. I Need A Plan for 200 Videos for the Channel, Chapter Five

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    Collaborating with the Channel    Max Wilson, Director of Marketing at WE-CAN Technologies,  has been asked by his executive team, (Chapter One), to develop an execution plan for delivering 200 videos for use in the channel.  He has responded with an email validating that 200 videos is approximately what is needed, (Chapter Two), and...
  31. Who’s going to stock the (content) pond?

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    I love to look for paradox in life. Take content, for example. Content creation is undergoing a major shift from a few, centrally managed professionals, to many people, through out the organization, with varying skills, process understanding and techniques, who aren’t often managed in this process at all. And yet,...
  32. Theory of Postponement and Content Marketing

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    The theory of postponement is well understood in the supply chain and manufacturing world.  With solutions that have several variants, or that require customization, the process is designed to postpone adding variant features or customizations until the last possible moment.  Common sub-assemblies may be built to stock, but variants are...
  33. 7 reasons an internal slide library is an imperative

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    PowerPoint management isn’t sexy, but it is a productivity and effectiveness enhancer. In many organizations PowerPoint is a lingua franca. It is a primary way knowledge is captured and shared. Where are slides created in your company? Marketing (marcom, product marketing, field marketing), multiple vendors or contractors, training, field sales...
  34. No Marketing Momentum? What Now?

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    Competitive athletes know that momentum can make all the difference in winning games.  You develop momentum by either executing a well thought out strategy or making a spectacular play that shakes up the competition.  When you have momentum you play your game and emphasize your strengths.  When you lose momentum,...
  35. Got content challenges? Apply the problem-cause model.

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    Serious practitioners of content marketing inevitably face significant content challenges. Surveys, as well as client discussions about top content challenges, reveal the operational nature of the underlying causes of many of content related problems. Operational Issues However, I seldom see content strategy guidelines address operational issues. This is a major...
  36. Four Lessons You Should Learn from Publishers

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    Content marketing would be easy if it didn’t require a steady stream of fresh, engaging, relevant content.  It’s not that developing great content is new.  It’s creating the volume and continuous development required that is new. A number of companies confront this problem by hiring a staff of writers.  As...
  37. Content Marketing Discussion With Marketing Made Simple TV

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    This week I had the privilege of joining Joe Pulizzi of Junta42 and Doug Kessler of Velocity Partners on an online video discussion hosted by Jeff Ogden‘s Marketing Made Simple TV online show. Takeaways and Insights Content Strategy — This is the starting point and essential first step for an...
  38. New Thought Leadership Metric for Buyer Driven Markets

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    The new realities of B2B marketing has made thought leadership, and the development of big ideas, an important differentiator.  The new realities are also driving a change in buyers’ expectations.   Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. The traditional role of...
  39. Video — the second best way to create for content marketing

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    Content marketing has created a content conundrum. Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. With this shift from vendor to buyer orientation comes great pressure on traditional content production methods and costs. Blogs have...
  40. Best Practice B2B Resource Center as a Hub for Relevant Content Delivery & Lead Nurturing

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    A B2B web site resource center is a key hub for any B2B marketer looking to transform their web site from a billboard which prospects view but bounce off – never to return again – to a trusted resource where prospects engage over time as they move through their buying...
  41. 35 Days to Great First Sales Meetings

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    35 Days to First Conversation — do the math For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”): Day 1 – send initial invitation touch with...
  42. Move Beyond Concept to Create Content Like a Publisher

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    For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. You understand the need to think like a publisher. You have shifted content focus from vendor and product collateral, to customer educational content. You blog,...
  43. Why Create Content Like a Publisher?

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    When you hear the phrase “think like a publisher,” what does this mean to you? Why think like a publisher? How would you explain this concept to your colleagues or managers? Perhaps most importantly, what would you do differently if you and your organization were to create content like publishers?...
  44. Content Publishing vs. Traditional “Point Production” Process

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    People regularly ask me to clarify the differences and reasons for adopting a content publishing  process rather than the traditional “point production” process. Here is a simple list of reasons. We believe organizations face new content requirements that a publishing oriented  creation process best addresses because: Content must be relevant...
  45. Ready or Not, Here’s Your Content Challenge

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    To capture attention and deliver value, your content must be relevant to your buyers and readers. It might be cliché to say buyers are inundated with information, but I don’t see organizations really committing to strategies that deal with this reality. While many have changed the way they market over the last three...
  46. Content Governance in the Content Marketing Era

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    Today’s content marketing requirements and opportunities are straining traditional corporate thinking, policies and processes. How has your company adapted policies and procedures to accommodate the “democratization of content creation” with the shift from centralized, “professional” production processes, to a distributed or (hopefully) agile creation process? A common occurrence we experience...
  47. Customer Interviews for Marketing and Selling Content

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    At our recent SMEI breakfast we had an excellent conversation on customer — and video — interviews. As a result, I suspected that most B2B marketing professionals don’t have a successful framework for thinking about, much less acquiring, effective customer interviews for marketing and selling content. Follow on conversations with organizations large and...
  48. Content Marketing Best Practices from Joe Pulizzi

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    Hubspot Inbound Now Video Interview also a Case Study In Creating Like a Publisher Whether you are new to content marketing or an advanced practitioner you can learn something from the recent Hubspot Inbound Now interview with Joe Pulizzi of Junta42 and founder of the Content Marketing Institute. Anytime I can...
  49. Content and Social Media Marketing Predictions for 2011

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    I’ve just read this compilation of insights and predictions published by the Content Marketing Institute (CMI). Two strategic insights I found especially helpful: Must have a real-time mindset (David Meerman Scott) The “consumerization” of B2B marketing (Tom Pisello) This summary of especially salient points looks like a pretty good content checklist: Content...
  50. Content Marketing Principles and Practices

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    Subtitle: Lip Service or Disciplined, Consistent Execution? A research briefing on Focus Marketing website called Best Practices in Content Marketing presents summary recommendations, a set of principles really, for conducting content marketing. Executive Summary “A content marketing strategy involves the creation of content for the purpose of engaging and establishing relationships with current and...
  51. Content Strategy for the Web

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    If you’re accountable for creating content for marketing and sales I encourage you to immediately get copies of Kristina Halvorson’s Content Strategy for the Web for everyone on your team. There are many parallels and insights that apply to building non-website content. The core premise, that organizations must take a...
  52. Focus on the Conversation

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    Scott Santucci of Forrester’s Technology Sales Enablement Group has an important blog post regarding sales conversations. (The Key To Sales Enablement Success Is To Focus On The Conversation) “A B2B sale is really the synthesis of many discrete conversations, and value is best communicated when they are focused on a common goal: solving...
  53. Keeping PowerPoint in Perspective

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    A recent New York Times article — We Have Met the Enemy and He is PowerPoint — is the latest in a (seemingly) never-ending series of articles deriding the tool. This is a good opportunity to move from the “cool” perspective of bashing PowerPoint, to consider it’s significant possibilities —...

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