This post is the first of a three-part series describing five steps to help you tame the content beast with consistency and purpose. I’ll begin with steps 1 and 2 by focusing on your buyer’s perspective and your organization’s existing content arsenal. Step 1: Find...
This month, I shift my focus to the topic of thoughtful planning with Steps 3 and 4. By building an editorial calendar and maximizing the scalability of new or existing content, you will save time and optimize buyer impact with steady precision. Step 3: Create an...
Many of my clients ask me to take long papers and research reports and turn them into something more “bite-size” for demand generation purposes. The challenge with longer reports is that, although they’re filled with loads of interesting information and data points,...
With good processes in place, everyone has appropriate expectations and understands who’s doing what by when. This is critical when you’re working across multiple time zones with different countries. But creating these processes can be a challenge, especially if...
There aren’t a lot of resources out there specifically aimed at technology marketing. If you browse content marketing websites you’ll probably find a lot of helpful advice – but it’s often for other industries. So I’m always excited to come across a meaty resource...
Mistake #1: You don’t really know your audience. It doesn’t matter how great the writing, flashy the images, or clever the headline if the content you’re creating doesn’t resonate with your audience. Case in point: I often get calls from technology companies with...
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