Category: Content Marketing

Building the Content Factory

Everyone is talking about content marketing these days, but successfully executing such a strategy requires the ability to consistently deliver high-quality content on a regular basis.  Hiring a journalist or a content marketing manager is a big step in the right direction, but success requires more a team effort.  You need a content factory.  This factory will include many traditional…

Five Pages Your Website Needs to Identify Who is Ready to Buy

Both marketing and sales organizations are always trying to identify the prospects that are most ready to buy.  The good news is that marketing automation software makes it easier than ever for you to track digital body language that indicates which prospects are in buying mode.  By strategically placing content on your website that aligns with the behaviors exhibited by…

Selling when the Sales Rep is Not Present

In a post last month I described the growing challenge that technology sales organizations are facing with the “sales rep not present” scenario.  A study by the Corporate Executive Board (CEB) found that buyers are now conducting up to 57% of their research during a purchasing cycle before they are willing to speak to a vendor’s sales representative.  If customers…

Sales Rep Not Present

If you have ever worked in the retail or credit card industry you may be familiar with the concept of a “card not present” transaction.  The term refers to purchases that occur over the Internet, the phone or via mail.  Card not present transactions introduce a unique set of challenges.  Because the buyer is not face to face with the seller…

Fantasy Content League – How to Get Started

In my last post I introduced the concept of a fantasy content league.  Similar to a fantasy football league, a content league assigns point values to each of the various content marketing activities conducted by the players (your subject matter experts).  The competition created through this gamification model will lead to a much higher velocity of content generation from your…

Why You should Hire a Training Professional for Your Marketing Organization

One of the best ways to nurture relationships with prospective buyers is to provide educational content. For many technology products, buyers are craving information about the business benefits of the technology; how it works; how to implement it; and how to support it.  Some prospects will want to digest this information in white papers and wikis while others might prefer to…

Great List of Content Marketing Ideas

Most books and articles on content marketing skillfully omit the part about what makes great “content.”  Instead they preach ideas – “Thou shalt tweet…Thou shalt friend…Thou shalt blog.”  The preaching is usually followed by an explanation of what these social media tools are and how to use them.  Seriously, it’s almost 2012 – how many marketing professionals are out there…