Content Marketing Journal
There's an evolving list of all the things you need to consider when
developing B2B marketing content. One of the components often discussed is
the call to action. And, yes, you still have to do that. What's important to
understand is that the call to action is not the takeaway.
A call to action is what you want your prospects and customers to do next.
A takeaway is the specific impression or memory the audience walks away with
after reading your content.
A good takeaway is:
Conceptual - produces an idea your content helped generate. Conversational -
inspires sharing of that idea in the their own words Recommendable - promotes
people to pass the content along to others Transferable - applicable to their
own specific situations Visual - something they can "see" happening—not
Quite often I read content that's technicall... (more)
Marketers spend a lot of time creating content, messaging and resources to
catch the attention of prospective customers. Research shows that salespeople
spend an inordinate amount of time recreating that collateral in ways that
work for them.
What a colossal waste of time that salespeople could be spending face-to-face
with those buyers.
I was thinking about this today as I worked on planning a site map for a
client's new website. I want to keep the content as flat as possible,
limiting the clicks, so I kept turning the context around and around to
determine the best way to do ... (more)
I had the privilege of speaking with the Genius folks today about the GURLTMs
and some cool new web analytics features they'll be rolling out this fall.
For those of us who've been wondering how the heck to prove ROI is possible
with social media, we may have found a way to do just that.
Tracking the impact your social participation can make on active pipeline has
been a pretty nebulous challenge. But the GURLs change that. GURLs are these
super-powered, shortened URLs similar to what you may have seen from services
like budURL, bitly, and others.
I use budURLs to track many of m... (more)
When B2B marketers first embraced email marketing, the idea was to populate a
database and continuously send one-size-fits-all messages to supposed
prospects. The idea being that by keeping these folks exposed to your
company's name and logo, you'd stay "top of mind." That process is now
referred to as "spray and pray" marketing. In a longer-term, B2B complex
sales process, just knowing your company's name or recognizing your logo is
The one-size-fits-all email blast is a tactic, not a strategic marketing
process. And, a lousy tactic at that when relevance and value ... (more)
Tony Karrer (Browse My Stuff) and Tom Pick (WebMarketCentral) have created
and launched the B2B Marketing Zone as a filter to aggregate content for us
in one spot. Similar to the idea of The Customer Collective for sales and
marketing professionals and My Venture Pad aimed at SMBs and Junta42 for
content marketing, this site focuses on a niche.
I'm excited to be one of their launch bloggers along with the terrific
expertise provided by Brian Carroll, Paul Dunay, Newt Barrett and Jon Miller.
I love that it also includes some new perspectives such as Cece Salmon Miller
(PR Meets M... (more)