Content Publishing Operations Blog

  1. 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...
  2. 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...
  3. Don’t Just Curate Content – Harvest

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       This blog published on the Sandhill.com blog. Content curation today is a severely underutilized tactic. It offers great potential to address many content challenges marketers face. The harvest step is perhaps the most significant part of our curation practice. When curating both internally developed and third-party content, we harvest specific...
  4. Why Content Creation Isn’t Everyone’s Job

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       I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The post raises good ideas with, in my opinion, the wrong conclusion.  It’s a short post, I suggest you read it. I’d like to offer a different perspective and approach. This is a...
  5. Content Management – Aggregate Don’t Upload

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       As a content operations consultancy and service provider 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...
  6. 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...
  7. 6 Competencies for Enterprise Content Strategy

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      For: Senior Marketing Executives, Content Strategy Professionals Subject: Enterprise Content Strategy for Customer Facing Content Rigor: Comprehensive, not introductory Recommended Pre-reading:  Content Strategy Beyond Marketing and Websites It’s (Past) Time to Make Content Marketing Intelligent Content is a Strategic Imperative for B2B Selling Organizations Blog Purpose: Raise awareness of the...
  8. Customer Facing Content as a Conversation

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     The Four Cs of Content Marketing I’ve written about content as more, and different than, format. While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions. I think some deeper distinctions about content can help here. When I consider...
  9. 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 2014. They are doing so because effective content is the key enabler for tactics that execute a customer-centric go-to-market strategy, especially: Inbound...
  10. Content Strategy Beyond Marketing and Websites

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      What is Content Strategy? The problem with common words, and word combinations, is we all assume our definitions and interpretations are universal. This is certainly the case with content strategy. Since the concept “strategy” is challenging in itself, it’s no wonder content strategy seems to mean so many different...
  11. 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...
  12. What is Strategy?

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     Lack of clarity about content strategy might have roots in a universal confusion about strategy. (See Robert Rose in Content Marketing Institute.)  In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy. He points out “most businesses don’t have a strategy for their...
  13. 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...
  14. New Content Marketing Lessons from Netflix House of Cards

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       At 12:01AM pacific time on February 14, 2014, Netflix released season two of House of Cards. All of it! Others have written about House of Cards, especially the points about viewer “control” over content, and the importance of stories. But I think a critical content marketing lesson has been overlooked. The...
  15. 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...
  16. 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?...
  17. 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”...
  18. Define Your Enterprise-wide Content Use Case Requirements

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       The objective of a content publishing operations model is to optimize all key content elements. We’ve identified seven specifically. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. In the vernacular, we’re all trying to do more...
  19. 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...
  20. 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...
  21. 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...
  22. What are your customer’s stories?

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     In an interview with Krista Tippet on the On Being podcast Seth Godin provides typically insightful answers to the question, “what is marketing?” Modern sales and marketing are indeed in transformation. This requires new thinking about these professions, the principles and practices that inform best practices. We dismiss this at...
  23. 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...
  24. IDG On Connecting the Dots Between Content and Sales

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     The opening lines, and most of the lines that followed, really grabbed my attention: “Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as...
  25. Change Selling Behavior — Really?

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       Another terrific Boston SMEI breakfast discussion this morning. Lisa Dennis lead a discussion about changing selling behaviors using ideas from Dan Pink’s latest book, To Sell Is Human. Here are my takeaway observations and related thoughts. Core conclusion: rather than try to change behaviors, select, enable and incent desired...
  26. One Hour Content Marketing Reality Check

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     Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content.  That is the first competitive battle you have to win.  If you are outsold here, you may not get a second chance.  You may not...
  27. Continuously Acquire Customer Stories, Insights, and Ideas

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     If content is the fuel for inbound marketing then customer stories or insights are the active performance enhancing ingredients.  Well-developed messages targeted to address key buyer questions are better understood when contextualized with customer stories. This is particularly important with innovative products that buyers don’t have any experience buying. Capturing...
  28. Learnings From A Content Strategy Hangout

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       I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK:  Content That Stands Out: A Content Strategy Google+ Hangout.  The link will take you to the recorded show, or click the video image below. I have learned we tend to apply new technologies...
  29. Video — it doesn’t have to be this way

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     Your colleague walks through your office door and announces, “let’s make a video!” Quick, what images come to mind? What feelings hit your gut? “We need: cameras, lights, production people, someone to shoot, where, when is it needed, how long will it take, what will it cost, how will we...
  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. I Need 200 Videos for the Channel, Chapter Four

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     Initiative Investment Decision   The executive team at WE-CAN Technologies is considering investing in the development of videos to drive growth through its channel partners.  They asked Max Wilson, Director of Marketing, at WE-CAN Technologies, to develop an execution plan, (Chapter One). Max has already sent an email that validates the number...
  32. 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,...
  33. The Role of Content in the B2B IT Buying Process

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     Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. She is referencing the recently released IDG 2012 Customer Engagement Study report. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets...
  34. I Need 200 Videos for the Channel, Chapter Two

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      How Many Videos Do We Really Need?  Max Wilson, Director of Marketing at WE-CAN Technologies sent the following email to Jim Everett, VP of Marketing at WE-CAN. Jim, This is my first follow up to your previous email outlining the executive teams request for 200 videos, (Chapter One), to support...
  35. I Need a Plan for 200 Videos for the Channel

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     Chapter One Max Wilson, Director of Marketing for WE-CAN Technologies, received the following email from his boss on Monday morning. October 1, 2012 Max, Our executive team has been visiting customers and partners for the past two weeks to identify sources for our next phase of growth.  The consensus is...
  36. But it is so easy to Buy Technology

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     The message has been the same for more than two decades.  It is easy to buy technology.  All you have to do is write a check.  Getting the technology to deliver results depends on the strategy, the vision of how a new process will be enabled, and an understanding of...
  37. Asking the Right Questions of Your Marketing Scoreboard

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      Your marketing metrics, or your scoreboard, should measure both activity and results.  Unfortunately it is the hidden insights into the relationship between the two that creates actionable intelligence.  Cause and effect relationships in a complex B2B environment characterized by multiple buyer touch points across a buyer driven buying cycle...
  38. New Thinking About Video Opens New Video Usecases

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     Demand by your audiences for video formats is escalating precipitously. Social and mobile marketing favor video content. The high desire for video by selling organizations has never been well fulfilled. Video is a critical content format for marketers to leverage. But video has been inherently difficult to produce. It requires...
  39. Rethinking Video

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     When you think about video, do you consider it predominately a visual or audio medium? I suspect most people would say visual. When we think video, we think camera. We think motion (video). But I have come to think of it as predominately an audio medium, albeit with important visual...
  40. Yogi Berra on Content Marketing

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      Yogi Berra had the brilliance to bring wisdom and insight to the obvious.  I recently heard his famous phrase, “It’s like Déjà vu all over again.” It reminded me that there are lessons available in history that we can all benefit from.  Having participated in the making of business...
  41. 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...
  42. Talking head video

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     Talking head video is the lowest form of video. It should be minimized as much as possible. It is certainly boring, and generally not very effective. It’s also a poor use of the video medium. Let’s look at why. Talking head is completely dependent on the attractiveness and delivery expertise...
  43. My customers don’t use social media

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     This post is for my current and future clients who think they won’t deal with social media because their customers don’t “use” it.  This thinking is the first cousin to the “we’re different” thinking that every vendor encounters when they try to bring proven solutions to new prospects. Both limit...
  44. 7 reasons an internal slide share library is an imperative

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     Where are slides created in your company? Marketing (marcom, product marketing, field marketing), multiple vendors or contractors, training, field sales and pre-sales, executives — almost everyone creates slides. How well are they shared? How easily can you find the slide(s) you need. Everyone manages PowerPoint. Most manage it poorly. PowerPoint...
  45. 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...
  46. 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...
  47. 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...
  48. Content Curation in Practice

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     My day started like most days. I opened and read email, a few blogs and checked out Twitter streams. An article about recent research results on content marketing spend caught my eye. As I glanced at it (how seldom we really read things these days) data about the surge in...
  49. 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...
  50. 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...
  51. Create (More) Video Without A Camera

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     The traditional video production process and techniques have a clear role for many video purposes. This approach requires specific skills and tends to be inherently expensive, time consuming, and doesn’t scale efficiently. When you shift the purpose for video from entertaining or promoting to explaining, proving and educating, different criteria...
  52. New Criteria for Video

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     Let’s make a video! What images immediately come to mind? Gotta get a camera, lights, green screen, Adobe Premiere or Final Cut Pro, etc.? What about skepticism? Is it worth it? Will it work? Will the useful life be longer than 4 months? What distractions and un-intended costs will you...
  53. Selling to On-Demand Buyers

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     Most of us are well aware the world of B2B buying has gone through fundamental shifts in the last five to ten years. Why hasn’t the way we sell fundamentally changed as well? We all feel the perception from buyers that, to them, all vendors and their products look pretty...
  54. 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...
  55. 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,...
  56. 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 do you think you should 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...
  57. Content Marketing Support Resource

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     I’ve just completed reading Rebecca Lieb’s new book, Content Marketing: Think Like a Publisher – How to Use Content to Market Online and in Social Media. I’m immediately buying copies for my people and to use with customers. It’s a terrific introduction and summary of the principles and top level practices. This...
  58. 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...
  59. 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...
  60. 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...
  61. 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...
  62. 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...
  63. What “Job” Do You Want Content to Do?

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     Marketing professionals who are trying to understand the principle behind content marketing can take a lesson from Clayton Christensen of the Harvard Business School and his “jobs-to-be-done” marketing ideas. This core Christensen idea is presented in a recent HBS Working Knowledge article, Milkshake Marketing. The article describes a fascinating study his...
  64. Why Create Content Like a Publisher?

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     We are told, “think and create like a publisher.” (Pulizi, Meerman Scott, Albee) What does this really mean? Why is this necessary? Traditionally, business content creation occurred in a centralized, marketing directed, professional creation organization and process. Today, creation has disbursed to front line creators in the executive ranks, marketing,...
  65. 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...
  66. Additional Thoughts on 10 Rainmaker Principles

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     As we all plan for a new year and for changes that will make a difference, a good place to start is with core principles and practices. Mike Schultz gives us a useful checklist in his recent blog 10 Rainmaker Principles and Keys to Sales Motivation, which I highly recommend. Given my commitment to focusing...
  67. Reflections on Sales Call Preparation Checklist

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     I’m a big believer in checklists. With the work I do with PrivateSalesCoach, and after reading Checklist Manifesto, we are applying checklists more rigorously throughout our business. I make sure to read most of what Nigel Edelshain publishes and his recent blog is no exception. 14 tips are quite a handful, so I thought as I share...
  68. Another Case for Marketing and Sales Collaboration

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     We have to be careful not to take words too literally. Consider the idea that marketing delivers sales ready leads to sales. By doing this, marketing has moved the buyer X% (30% -70%?) of the way through the sales process, right? Well, maybe, but maybe not. Let’s look at what...
  69. 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...
  70. New B2B Marketing and Selling Truisms

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     This is my list of new truisms for B2B marketing and sales. They provide context for most of our services and writing. I post them prominently here so as to not have to repeat them in any conversation or material I create. If you agree with these truisms, please join...
  71. Sharing a customer’s story

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     I’m just back from a client review meeting. We assist our customer with lead management and content. This week they started a campaign, here is their story. As a result of our customer’s ability to track and score buyer consumption of content, initially delivered through an outbound campaign, and supported...
  72. Twitter — What do you read at breakfast?

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     I’ve had several colleages ask me lately, “how do you use Twitter for your selling activities?” Twitter is becomming a primary resource for me for listening, learning and research. Listening “It’s not information overload. It’s filter failure.”– Clay Shirky Using Twitter to listen to topic specific conversations is a skill...
  73. 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...
  74. 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...
  75. Repurpose Content, Important, Not a Panacea

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     The topic of repurposing content is a hot topic right now among marketers as they look to reduce content development time, effort and costs. Our company has repurposed content for customers for over fifteen years, and developed several techniques. But first, a warning. Repurposing content is not a panacea to...
  76. 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 —...
  77. Content Strategy Begins With Purpose

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     I remember reading about Norman Cousins, who developed a serious illness in the seventies and received a poor recovery prognosis. Convinced of the power of positive emotions, he used humor and laughing to support his recovery by renting funny TV shows and movies. He wrote about it in his book...
  78. Second Voice Vignettes for Telesales and Prospecting

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     As a sales professional, telephone selling is a key element of my sales job, especially in the critical, initial stages of prospecting and engaging new customers. For many sales people this is a frustrating, time consuming, low probability of success activity. Here’s an approach that significantly improves your odds, provides...
  79. A Content Engine Drives Lead Management

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     I was walking my dog past the school playground recently and watched a dad with a young child playing on the monkey bars. The boy could barely jump up and reach the rungs, but seemed paralyzed at the distance between the rungs to begin his navigation. Then I heard him...
  80. How long is your sales process?

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     One of the early questions I ask prospective customers with a complex, B2B sale is, “how long is your sales process?” The answer is almost always, “it depends, it can be three to eighteen months depending …” In the past few years we’ve all gained a stronger appreciation for the...
  81. On Sales Enablement

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     As I listen to the sales enablement conversation, it sounds like sales enablement is a euphemism for training, skill development and knowledge sharing. The conversation is heavily influenced by system vendors. These systems improve access to content that delivers selling knowledge and customer collateral. Reminds me of the old expression,...
  82. Avitage POV on Marketing and Sales Communication

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     My company, Avitage, has recently updated our point-of-view. Over fifteen years the core vision has not changed: to enable front line business communicators to assemble and deliver multimedia (aka video) programs, that can be easily tailored to each audience — even an audience of one. But the delivery methods have...
  83. Risk of User-Generated Video Content

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     I’m really interested in John Jantsch’s new book The Referral Engine. But I’m not sure I’ll be reading it. I have a full reading list and limited time. I primarily read material referred to me from a trusted source. It’s a new book, so I’m waiting for reviews to emerge....
  84. How I Blew a Sales Layup

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     A layup is the easiest shot in basketball, if you’re not able to dunk. But it’s not unusual for a player to miss a layup. Why is that? Most likely because they overlook fundamentals and fail to concentrate. We recently had a sale not close — neither lost nor won,...
  85. Sales VPs CEOs and the New Revenue Engine

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     Our business partner, Marketo, has been articulate promoting a shift in thinking in B2B selling organizations from a sales engine to a new revenue engine. This is an important read. The key impacts of this shift include: Lower Customer Acquisition Costs Reduce Wasteful Spending –(reducing cold calls, direct and email...
  86. Inside Sales Need Visual Support

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     In the B2B complex sale, more selling is occurring over the telephone than ever before. Whether part of a formal inside selling function, or as direct sales people working in the early stages of the customer engagement process, phone meetings and conference calls are the norm, not the exception. Phone-based...
  87. What does your company do?

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      “It’s Not about the Bike” — the title of Lance Armstrong’s excellent autobiography. Becoming a world class cyclist requires far more than the bike. Strategy, practice sessions, workouts, diet, and mental aspects impact performance far beyond the equipment. The implications of his statement occurs to me every day. For...
  88. Creating Relevant Content

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      The shift from building content about a company and it’s products and services, to building content that speaks to specific interests of target audiences, raises the issue of content relevance. What makes content relevant? How would we gauge the degree of relevance of a content item? This shift is...
  89. How to Think Like a Publisher

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     In 1982 I joined Ziff Davis publishing company in a special group that Bill Ziff set up to figure out how to migrate his print publishing empire into electronic publishing. This experience fundamentally changed my thinking and my life path. Content marketing thought leaders today are regularly instructing us to...

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