More emails, blog posts, PowerPoint presentations, videos, datasheets… Wow, the list goes on and on. Technology and software companies create a LOT of content.
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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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.
Do you ever lament the fact that there are very few industry events focused on marketers in the technology industry? Well, here's one that's happening in just a few weeks in Cleveland.
Quick pop quiz for technology marketers:
1. For which type of purchase do you think IT buyers want more information – a complex technology purchase or a more commoditized one like a laptop or tablet?
2. For which of these purchases – a complex or a commoditized – do IT buyers rely most heavily on peer recommendations?
You may think a copywriter focuses mostly on writing, which is certainly true, but interviewing is really the linchpin that helps the writer get the information they need to write persuasive, compelling copy.
When you’re hiring a copywriter, you're obviously looking for someone with excellent writing skills. That's a given. But high-tech is a complex industry, so good writing skills alone are not enough. The ideal candidate needs solid business acumen, the ability to quickly comprehend technology, and an understanding of how to market and sell high-tech products.
That's why these 11 questions can come in handy next time you evaluate copywriters. (Download a PDF copy of the checklist here and print it out so you’ll have it next time you need a copywriter.)
Since lead generation is such a critical part of most B2B marketers' strategy and to-do list tasks, it's interesting to get an aggregate look at top trends related to it. Over 800 marketers of the B2B Technology Marketing Community on LinkedIn gave opinions on their challenges, top metrics, most effective techniques, and more. Here's a summary of that research. To read the entire report (and I recommend you do), visit http://www.slideshare.net/hschulze/b2-b-lead-generation-report-2013. It's a great way to benchmark your efforts against your peers.
Looking for the "6 Steps to Using Email for Lead Nurturing" article? Click here to read it.
Tech buyers value detailed, current research that speaks to their pain points. But where can you find that kind of information? Sometimes, you have to create it.
As you fill in your content calendar for the year, consider conducting original research as a source of new content. It may sound like a lot of work (and it sometimes is), but original research has the potential to connect with prospects like nothing else. What's more, you can deploy your findings in multiple ways and keep your content calendar full for weeks or months.
Here’s a great infographic summarizing recent research on the state of content marketing for B2B companies. One key result: marketers are spending more on content and using more tactics.
As many of you who read my blog know, I’m a big proponent of re-using content in a strategic manner. The fact is, you need a good deal of content for B2B high-tech marketing – you’ve likely got a relatively complicated product with a relatively long sales cycle. Content is one of the best tools you can use to educate buyers about your product, what it’s like to work with you, what type of company you are, and more.
Some companies seem to "get" content marketing and execute on it better than others. I'm on a quest to recognize those that do a stellar job. Here are 5 companies Mashable thinks have great blogs, the starting point for most content marketing efforts.
In this infographic, UMB Tech captures the most common mistakes technology marketers make with their content. Are you guility of any of these?
44% of Software as a Service (SaaS) companies offer a limited time trial, or demo version, of their software for prospects to try before they buy. Surprisingly, most SaaS companies don’t seem to be following up with these warm leads in a personalized, engaging manner.
What do you do with your leads that aren’t yet ready to buy? If the answer is let them languish in your database, learn how to turn them into sales-ready leads with an email lead nurturing campaign.
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Find the right technology copywriter with this free checklist.