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content strategy

This tag is associated with 11 posts

Bringing Balance to Demand Generation

Those of us who are responsible for demand generation — that is creating programs that provide business opportunities to sales — often have to walk a fine line between driving revenue and long term customer relationship building. As clearly demonstrated in many blog posts by others before, direct marketing has fundamentally changed due to the … Continue reading

Revenue Marketing 101: Get Out of The Office and Spend Time With Sales

In my previous post “Think Your Marketing Doesn’t Need to Show ROI? Here’s Why You’re Wrong” I discussed the importance of revenue marketing which aims to drive revenue by using content and lead nurturing to answer the questions of key decision makers that are party to the buying journey.  This way of marketing relies heavily on … Continue reading

Think Your Marketing Doesn’t Need to Show ROI? Here’s Why You’re Wrong

What are the goals of your content marketing efforts?  This is a the quintessential question to ask before embarking upon your content marketing journey — arguably equally as important as knowing the story you or your brand aims to convey to your prospective customers.  Many B2B brands list a myriad of business goals they aim … Continue reading

Content Marketing in Healthcare – Not So Different From Other B2B

What is Content, Anyway? Content is not a new concept. As marketers, we design, write and manage the development of content every day. From advertisements and sales collateral to experience papers and websites, content creation is a big part of our jobs. As a result, I’m willing to bet that your marketing organization has no … Continue reading

“Stop Selling Ships. Start Selling Destinations.” Reflections on Content Marketing

“Stop selling ships.  Start selling destinations” Sounds intriguing, doesn’t it?   But what does it mean?  I pulled this quote from a B2B Marketing Forum which I attended two weeks ago in Boston, sponsored by Marketing Profs. It was, in essence, the overall theme of the conference – offer value beyond product.    Across every industry, B2B Marketers are discovering … Continue reading

How Not to Fail At Your Content Marketing Efforts

I have written extensively and shared on LinkedIn and other social networks about the importance of content marketing in B2B marketing.  Of course I am not alone.  A recent survey conducted by MarketingProfs entitled B2B Content Marketing: Trends and Benchmarks for 2012 affirms the rising importance of content marketing for the modern marketer.  One point … Continue reading

Inspiring Collaboration Through Great Storytelling

Maybe it was the 2 weeks of political conventions or the master class in oratory delivered by Bill Clinton at the DNC this week, but I’ve got storytelling on my mind. Act I: State The Challenge One of the key elements that marketers consistently struggle with is managing and coordinating demand generation programs across digital, sales enablement … Continue reading

Inbound Marketing: Does It Apply In Healthcare?

Anyone who follows the healthcare market has read about the impact of healthcare reform and the associated focus on reducing healthcare delivery costs. You’ve also seen the ripple effects of this new focus; as healthcare providers focus on costs they now demand proof that new technologies or “solutions” offered by medical equipment manufacturers provide a measurable … Continue reading

Don’t Forget About Sales (This Is Not A Love Song)

This is not another blog post about how Marketing needs to do a better job supporting Sales.  Don’t get me wrong, I am all about sales and marketing alignment, but I don’t think it can be forced.  You can lead the proverbial horse to water all you want but if he doesn’t want a drink, … Continue reading

How to Become a Thought Leader in Six Steps: Step 1 – Blog About It

I would like to revisit a previous discussion about TOFU. No not the food that we all love to hate, but rather top of funnel tactics and content and how marketers leverage them to drive awareness and engagement among your target audience. Of course one of the hardest parts about embarking on TOFU activities is … Continue reading