What a long, strange trip it’s been! Content marketing strategy . . . then and now.
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/Updating a retrospective. Marketing became the engine of business long ago in a galaxy far, far away! And “The Marketing Profs” were there to document that transformation in 2006. Here’s what they said in a blog post in that year. “But today, strategy is out, and execution is in. Witness the popularity of the book... Read More
Where are you on the value scale of getting more leads, prospects and customers from outsourcing?
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If you are an aware C-Suite leader, CMO or private-equity business owner, you constantly face the challenges of “how do I grow the company fast and profitably?” How do I get the lead generation pipeline filed up? How to I find my best buyers, connect, reward and convert them? Hmm . . . could I... Read More
3 savvy actions that will reward your B2B content marketing investment.
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#contentmarketing Use a “Buyer Persona” to get clear on who and where your best prospects and customers are. Homework: Sit down with your leadership team and write out a strategy for your B2B content marketing. Do the math. Recognize that outsourcing your content management and production can deliver a measurably higher ROI than hiring skill... Read More
Are you engaging a new breed of best-in-class marketing services professionals?
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The days when marketing simply built brands, created above-the-line programs, and targeted customers are long gone. Today, marketing and, more specifically, the Chief Marketing Officer are increasingly strategic, commercial, and fiscally focused, and in many cases are altering how business is done. Best-in-class and aspiring CMOs need to excel at an array of skills to... Read More
Are you a content strategist? Do you know one?
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#concepttocontent Curation Friday! Everyone’s doing content marketing. 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. Basically, that’s everyone. A strategy is crucial for success. Let me provide a few tips related to developing strategy. A successful content marketing strategy starts with defining your KPIs (key performance indicators). Identify what... Read More
Are you outsourcing your crucial B2B content? What’s holding you back?
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In a recent survey from the Marketing Content Institute, about half of both large and small companies outsources a portion of their content creation. Findings that are in the middle of the bell curve are not surprising. It does reflect a need – typically for a new and better perspective of what leads and prosepcts... Read More
Declining Marketing Productivity?
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Curation Friday! Creep factor aside, employers need to take this seriously. Lost productivity in the workplace is a huge problem. A 2013 Gallup survey found that 70 percent of American workers are either “disengaged” or “actively disengaged.” Enkata has als conducted research that found even a small number of actively disengaged workers can have an outsized... Read More
Some Current Stats on Outsourcing Content Strategy and Production.
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According to the latest research by Star Fleet Media, a majority of B2B marketers look to outside resources for help in developing and distributing their content assets. On average, these companies outsource 68% of their content development (writing and editorial) activities, 64% of their content asset design activities and 51% of their demand generation activities.... Read More
Length Matters.
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Curation Friday! As CMOs stay longer in their roles, they’ll be able to point to progressively better results as the desired outcomes of their long-term programs and strategies kick in, and create uplift for the short-term tactical plays as well. Also, consistency and continuity of brand and customer experiences are key to marketing effectiveness. When... Read More
Are you hiring and rewarding real marketing talent?
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Are you on the fast track to becoming the next CMO in your company? It’s a good idea to learn from, read up on, and follow in the footsteps of the greats. You can be a fantastic CMO, a mediocre one, or a total failure–and it’s all up to you. Check out these 12 common... Read More