More emails, blog posts, PowerPoint presentations, videos, datasheets… Wow, the list goes on and on. Technology and software companies create a LOT of content.
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.
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?
If you're feeling overwhelmed by content creation demands, check out these resources that will help you tame the content beast.
Are you feeling overwhelmed by content these days?
Believe me, you’re not alone.
I talk to companies who are creating LOTS of content, because that’s what the marketing gurus recommend. And then there are marketers who give up because it’s too much of a burden.
There's lots of information about content marketing out there, but it's a bit harder to find resources that directly apply to or are helpful to technology marketers. Since marketing technology is relatively unique, I've created a list called "Best Content Marketing Resources for Technology Marketers" on List.ly.
Please read it, share your opinions on the resources, and add your own favorites to the list so it continues to evolve into a useful resource.
I get some variation of this question every time I do a presentation or webinar, so I know many folks struggle with it. Whether you’re marketing a data center, insurance industry, or mortgage titles - every business, no matter how seemingly mundane, has something to say that its buyers want to hear.
Wouldn’t it be great to pull out a crystal ball and know exactly what your prospective technology buyers DON’T want in your marketing content?
Puzzling over why your content marketing isn't working well? Joe Chernov discusses common issues and how to fix them.
In a good video interview by CRMSoftware.TV, Eloqua's Joe Chernov discusses common reasons why your content marketing might not be meeting expectations. Watch it and you'll get some excellent tips and reminders about how to build an effective content marketing strategy.
UBM TechWeb recently published an interesting report on what technology buyers want from their vendors’ content. As you might image, it didn’t involve requests for more product datasheets.
Rather they want fact-based, best practices-oriented content that helps them make purchasing decisions. Although this research is focused on the technology industry, the results can be applied to most any complex, B2B purchasing cycle.
(To see the what buyers don't want in your content, visit my post: "Technology Buyers' Biggest Marketing Turn-offs.")
It’s true: buyers want your marketing information. What they don’t want is your sales pitch.
They don’t want cold calls, or your Sales team bothering them just because they downloaded a white paper. It’s a sure turnoff in the sales process and could easily lead them to drop your company from their research.
Elevate Others to Grow Your Business
We’ve got it all wrong about content.
It’s not about selling. It’s about helping.
Michael Stelzner, author of the new book Launch: How to Quickly Propel Your Business Beyond the Competition, says we need to create generous content that helps our audience –without expecting anything in return.
You’re likely thinking “How do I get my VP of Sales to believethat?” Give him (or her) this sobering statistic: fewer than one in three people trust marketing messages according to Edelman Digital’s annual survey of trust. Ugh.
Does Your Organization Need a Chief Content Officer?
Just how important is content marketing to high-tech organizations’ strategic marketing direction? Important enough that a C-level executive should be appointed to direct all content marketing activities?
Maybe so – check out Joe Pulizzi’s Chief Content Officer (CCO) job description which was created by crowd-sourcing. As Joe says “it’s clear that this is an extremely challenging but necessary position in any company today, as brands continually evolve into media companies.”
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Find the right technology copywriter with this free checklist.