Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona...
Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona will allow multiple content creators to develop the right kind of content without sacrificing a unified, targeted and data-driven brand voice. That being said, your B2C and B2B personae will have some similarities, but also some stark differences. Ultimately, the differences come down to relationship and authority. ...
Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona will allow multiple content creators to...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in organizations of all sizes adopt the use of buyer personas. It’s a testament to the hard work of marketing evangelists who taught our profession to use personas. The unintended consequence of mass adoption is that many marketers think they are building a persona when in fact they are building a superficial caricature of...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in organizations of all sizes adopt the use of buyer...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing just wasn’t that important. How times have changed. More than ever, the need is not only for someone seasoned and in tune with an organization’s products, mission and culture, but who is also connected to the best practices of social media space. That person is a content chief. For larger organizations, it may be full...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing just wasn’t that important. How times...
Today as we're celebrating my son's 2nd birthday, it struck me how similar content marketing is to parenting. Tom Webster wrote a great post this morning about...
Today as we're celebrating my son's 2nd birthday, it struck me how similar content marketing is to parenting. Tom Webster wrote a great post this morning about when content marketing stops working that also validated that connection. Tom talks about how saturated many niches have become with content and various ways to work through that. Several years ago, bloggers were like early explorers. We would find new land, stake our flag in the ground and automatically become the...
Today as we're celebrating my son's 2nd birthday, it struck me how similar content marketing is to parenting. Tom Webster wrote a great post this morning about when content marketing stops...
So you’ve created a company Twitter account to reach your marketing personas, but are now struggling with what to tweet about and wondering about best...
So you’ve created a company Twitter account to reach your marketing personas, but are now struggling with what to tweet about and wondering about best practices. We can help. Begin by thinking about two things: Where does your industry get its news, and where does your audience get its news? With those in mind, here are our six ways to find relevant Twitter content for your brand: 1. Industry news. If you’re creating a B2B content strategy, pay close attention. Chances...
So you’ve created a company Twitter account to reach your marketing personas, but are now struggling with what to tweet about and wondering about best practices. We can help. Begin by thinking about...
Question: Is Compendium right for me? I am the social media person of a small business. We have 2 content creators (myself and my assistant). We use...
Question: Is Compendium right for me? I am the social media person of a small business. We have 2 content creators (myself and my assistant). We use facebook/twitter, and keep track of our data with google spreadsheets. Would compendium be overkill? Answer: As is often the case, the answer depends. If you and your assistant are only writing a couple pieces of content per month and have plenty of internal technical resources (with time to spare) to maintain your content hub,...
Question: Is Compendium right for me? I am the social media person of a small business. We have 2 content creators (myself and my assistant). We use facebook/twitter, and keep track of our data with...
Editor’s Note: Today’s post comes courtesy of Anne Murphy, Managing Editor at Kapost, creators of content marketing software. She oversees the production,...
Editor’s Note: Today’s post comes courtesy of Anne Murphy, Managing Editor at Kapost, creators of content marketing software. She oversees the production, distribution and analysis of content that empowers modern marketers to implement content marketing strategies in their organizations. This year, research reported that creating enough content was the number one challenge for B2B content marketers. Let that sink in. According to the Content Marketing Institute, 64% of B2B...
Editor’s Note: Today’s post comes courtesy of Anne Murphy, Managing Editor at Kapost, creators of content marketing software. She oversees the production, distribution and analysis of content that...
Multiple blogs, a handful of e-newsletters, a robust social media presence, content coming from all directions, a plethora of stakeholders to please—face it,...
Multiple blogs, a handful of e-newsletters, a robust social media presence, content coming from all directions, a plethora of stakeholders to please—face it, managing content marketing is hard work. There are lots of balls to keep in the air, and without smart and efficient workflow management, those balls can quickly crash to the ground. How can you keep the work flowing and your company happy? The Content Marketing Institute (CMI) has these suggestions: Create a mission...
Multiple blogs, a handful of e-newsletters, a robust social media presence, content coming from all directions, a plethora of stakeholders to please—face it, managing content marketing is hard work....
Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. By spinning...
Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. By spinning the distinct value of what your company offers into a story that entices buyers to engage, the opportunity exists to build more-profitable customer relationships. Join Ardath Albee, author of eMarketing Strategies for the Complex Sale, and our community of modern marketers at Eloqua Experience 2013 at the Hilton Union...
Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. By spinning the distinct value of what your company...
