Map Your Content to Your Buyers

Working with B2B technology companies with complex sales cycles I often their idea of content is very "Me! Me! Me!"-centric. And it's common for them to struggle with seeing salesy talk or understanding why it's bad. I get it. It's hard for us to see ourselves sometimes when all we want to do is tell how great our product is. However, the readers we want to talk to see that style as disinterested in what they are really asking about. How we approach them is being examined under a microscope...theirs! Addressing their…

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Turning Your Content Program Into Demand Generation Marketing Action Plan

In Creating An Effective Content Marketing Framework findability expert Erin Robbins Acheson, the President & COO at DemandSphere and I discussed the keys to building a solid content marketing for demand generation program. Now we continue the discussion on implementing a successful program. Where to Start and Getting Buyin for Your Content Marketing It depends on where you are. If you’re an individual contributor at a midsized organization, and not necessarily at the management or executive level, then start by having a conversation with the big bosses. Explain why this is important, the benefits,…

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Creating An Effective Content Marketing Framework

A content marketing framework (a standardized process) is basically something that will allow you to create as close to a close-loop system as your business will let you get. It’s the thing that allows you to develop a process that can be duplicated, not a like mechanism that just stamps out cookie-cutter content but are repeatable framework for any type of content to be better utilized. Findability expert Erin Robbins Acheson, the President & COO at DemandSphere in an interview explained, “It needs to incorporate goal setting at the beginning, and then an…

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How To Tell Your (Brand) Story Like A Boss TED Talk
All photos by GE Healthcare, used with permission.

How To Tell Your (Brand) Story Like A Boss TED Talk

What Can B2B Learn From TED Talks? Turns Out a Lot.... Can B2B tell a gripping narrative? Can an ad, case study, blog post, or customer testimonial be compelling? Absolutely. (I great place to see this done expertly, is Lou Hoffman’s Storytelling Through a Business Prism blog ishmael’s Corner. A blog dedicated to the real world application of B2B storytelling.) While it is harder to weave a tell with dry business details, you can if you go further and connect with the people behind that story. What is their journey in human…

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