I noticed you read my blog, do you want to buy from me?
Following up on content consumption with “buy from me now” is a strategy that’s destined to fail. Worse, you run the risk of turning people off to consuming more of your content in the future.What’s...
View ArticleHow to gain a competitive advantage through your content
We are all looking for a competitive advantage, and if you’re fortunate enough to be selling a completely unique product from a well-known firm to a needy market, you probably don’t have to be very...
View ArticleWant more qualified sales conversations? Give marketing a quota…and some writers
Several years ago, we made some significant investments in marketing after we’d purchased a marketing automation system, and the idea was to gain as much market traction as possible. We were able to...
View ArticleRedefining sales prospecting in an era where no one wants to talk to you
If you’ve been prospecting for sales recently, you may have noticed some differences in our culture—most importantly the fact that disruptive marketing and sales is out. That means cold calls. That...
View ArticleSelling With Content: What’s Repeatable and What’s Not?
Businesses love repeatable processes. Everyone is looking for the secret formulas that we can replicate and repeat to increase revenue. The problem is that when we find something that works...
View Article7 Elements every Content Marketing Strategy Must Have
Simply producing content isn’t going to get the job done anymore. But even though competition is expanding in 2016, many will still fail to drive bottom line results.That’s good news if you’re just...
View ArticleHow can you produce content for me when you’re not an expert?
A common issue in B2B companies with a complex product or service offering is whether or not they can outsource content production that will resonate with prospects. Producing content in-house isn’t...
View ArticleWhat’s the role of a content strategist?
Most B2B companies have stuck a toe in the content marketing water by shifting some of their resources to generate white papers, thought-leadership articles, infographics, and video— primarily for use...
View ArticleWill content marketing ever eliminate the need for salespeople?
It seems like every disruptive Internet trend leads to predictions of the death of an old trend. Print is dead. Cold calls are dead. SEO is dead. Now with the rise of content marketing, we’re wondering...
View Article5 easy steps to building ongoing thought-leadership content
The development of ongoing, thought-leadership content has become the necessary element for a marketing program that increases visibility and produces leads, but it’s not enough simply to publish a...
View Article4 Questions to Ask Yourself Before Outsourcing Content
Feeding the content marketing machine is an endless process, because once you stop publishing, your conversations start drying up. And to make it even more complicated, content development must be...
View ArticleBudgeting for Content—How Much Do You Need?
Most companies realize that their best opportunity for growth is to commit to content marketing. But how much content do we actually need to generate the results we want?If you’re starting from ground...
View ArticleDominate Your Market by Flipping Your Content Strategy
Whether you are the owner of a business or the head of marketing, let’s face it—you want to dominate your marketplace. You want to be number one, and you won’t settle for a 20% growth rate putting you...
View Article4 Simple Strategies to Guarantee Content Budget Approval
You know content marketing will work for your company—your competitors are doing it, and they’re kicking your butt. But never mind what the facts say, you're still having a hard time getting buy-in....
View ArticleIf Your Leads Stink, Time to Update Your Buyer Personas
You’ve seen the Internet decimate industries such as record labels, newspapers, and cable TV—and in case you haven’t noticed, it’s crushing the B2B sales rep’s ability to get in front of qualified...
View ArticleFeatures, Functions, and Benefits Are for Closers
If you thought that coffee was for closers, I can tell you with absolute certainty that it’s for content marketers too. But features, functions, and benefits are only for closers. At the top of the...
View ArticleWhat Can a B2B Marketer Learn From a 150-Year-Old Museum?
Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history to acquire new audiences—they needed to launch a massive digital initiative.Two...
View ArticleThe best content marketing blends old, new, and what’s next
A newspaper editor, a digital producer and a content marketer walk into a bar…and they discovered that great stories and brand communications are no joke—it takes all of their combined skills to engage...
View ArticleUsing Marketing Data to Diagnose a Sales Problem
During uncertain economic conditions, business leaders are often forced to shift budgets amongst growth centers in the business. But how do you know where to invest? Specifically, are dollars best...
View Article6 Skills Today’s Lead Nurturers Must Have
Your prospects are shopping online for solutions, with or without you. Whether or not your prospects know they have a problem your company can solve, our modern culture of Internet empowerment has made...
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