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PowerContent Blog

Wednesday, November 12, 2014
Category:  Content Marketing  Technology Marketing  B2B Sales  Content Strategy  Product Marketing  

More emails, blog posts, PowerPoint presentations, videos, datasheets…  Wow, the list goes on and on.  Technology and software companies create a LOT of content.  

 

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Tuesday, November 11, 2014
Category:  Content Marketing  B2B Sales  Book Reviews  

In my corporate marketing days, I often worked with  our overseas marketing teams on product launches and marketing campaigns. The most complex part, in my opinion, wasn’t really content creation - it was implementing processes that were easy for everyone to understand and follow.  

 

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Monday, September 22, 2014
Category:  Content Marketing  Technology Marketing  Content Rules  Product Marketing  Demand Generation  

Join my cause to write like a human - not a robot

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?

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Thursday, August 7, 2014
Category:  Content Marketing  Content Strategy  Demand Generation  Case Studies  

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. 

 

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Tuesday, August 5, 2014
Category:  Content Marketing  

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.

 

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Monday, July 28, 2014
Category:  Content Marketing  Technology Marketing  Content Strategy  

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.


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Tuesday, July 8, 2014
Category:  Content Marketing  Content Strategy  Content Rules  Demand Generation  

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?

 

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Wednesday, June 25, 2014
Category:  Content Marketing  High-Quality Leads  Lead Nurturing  Technology Marketing  Lead Generation  

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:

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Saturday, April 19, 2014
Category:  Content Marketing  Lead Nurturing  Qualified Sales  B2B Sales  Lead Generation  

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?

 

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Friday, February 7, 2014
Category:  Content Marketing  Technology Marketing  

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.

 


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