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The words “engaging and interesting” don’t normally occur in the same sentence as “technology marketing.” I think we’ll all admit, the vast majority of technology marketing content is really quite dull. Now why is that? Yes, we’re marketing complex products and our audience might be techie folks, but still. Why can’t we be more like B2C companies that make commodities like paper towels sound compelling?
Are you ever stuck for ideas when it comes to content? You’re not alone! This is part of a series of articles highlighting how one of my technology clients solved a real content challenge with an innovative solution. You’ll get actionable advice that will hopefully spur ideas for your own content.
The concept of "snackable" content is that it's to-the-point, visually interesting, and focuses squarely on your prospects' challenges. Here's how I worked with my client, Brocade, to transform a meaty research report full of interesting insights and data into a snackable guide that's perfect for demand gen purposes.
In Part 1 and Part 2 of this three-part blog series, I covered four steps to set up a repeatable process for creating content easily. You’ll likely want to assign these items to someone on your team to be sure they get the attention they deserve. But no matter how well defined your process, thinking up interesting content ideas, poses a challenge.
Last month in Part 1 of this series about Taming the Content Beast, I provided tips to help you better understand your buyers and the depth of your existing content arsenal. These initial steps will strengthen your ability to deliver high-value content and drive strong buying decisions.
High-value content shows your company really understands your buyers’ needs, challenges, and responsibilities. But how do you balance the time required for customer-centric content against the volume of content you create day-to-day?
Here's another article in a series that highlights how my clients have solved common content challenges. In this post, you'll learn how inContact built their successful lead nurturing email campaign and how you can follow their steps to create your own.
Building email lead nurturing campaigns might seem daunting, but I can attest they really pay off. My client, inContact, develops cloud solutions for contact centers, and has used these types of campaigns successfully with their Eloqua marketing automation system for a few years.
I'm often ask how to get started with email nurturing. Here are the six steps inContact followed to launch their campaigns:
I love a good research report. For marketers, it’s the closest we come to having a crystal ball that gives us relatively concrete answers about nebulous subjects like buyer behavior. One of the areas where I see many of my clients have long conversations with their colleagues is their websites. Should we put our address in the footer? Should social media sharing buttons be located near every case study link? Will long contact forms turn our buyers off?
Since I used to be a product marketer in the software security world, and I have a few clients who also operate in that space, I'm pretty aware of the many ways that cybercriminals can hack your account, steal your identity, and generally cause a great deal of stress.
Here's an interesting infographic that shows just how prevalent the problem is. Follow these steps to make your mobile device more secure.
Are software developers now the key to selling your high-tech product? According to this article, the selling process has shifted and developers are now a key constituency.
It's always gratifying to know that folks who are trying to get their personal content beast under control find my webinar and articles on the subject helfpul.
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