The Often Missing Element in Content Marketing: Point of View (POV)

Posted on October 12, 2014

The past few years have seen brands rush to restructure their approach to finding and engaging prospective buyers. Just about every self-respecting marketing department has standardized on a marketing automation platform and CRM solution for lead nurturing. And during the process of connecting this marketing technology it usually becomes clear that the marketing team will need a comprehensive content strategy and supporting workflows to “fee...

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An Underestimated Asset in Content Marketing: Internal SMEs

Posted on September 30, 2014

All marketers are now publishers. And if you are a marketer you know that both creating and curating quality content is one of the most daunting challenges you face as part of your thought leadership and demand generation initiatives.  The curation challenge has been made a bit easier in the past couple years with curation platforms that can allow you to capture, categorize and republish third party content through your website or social ...

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Is LinkedIn Publishing More Effective than Blogging?

Posted on May 13, 2014

I've been trying an experiment the past 45--60 days as it relates to publishing on LinkedIn versus this blog.  As many of you know, LinkedIn originally allowed 5,000 "thought leaders" to publish through their Pulse platform and so as users we would often see content from these authors and think ", it would be cool if I could publish across LinkedIn for reach/influence."  However, earlier this year LinkedIn opened up their publishing ...

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B2B Sales Cycles are a Fraction of the Buying Cycle

Posted on February 19, 2014

Lori Wizdo posted on the Forrester blog in 2012 that B2B decision makers are 65%-90% decided before contacting a vendor. MarketingProfs published a great Infographic in yesterday's feed further outlining the challenges of demand generation for B2B marketers. What this means is that the amount of time a vendor has to actually persuade a buyer to purchase has shrunk to one-quarter of the amount of time the buyer will spend in the buying cycle....

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Influencing Buyers to Choose Your Brand

Over the past 18 months I've had the opportunity to be involved in strategic marketing plans in three distinct industries: (i) healthcare, (ii) banking, and (iii) technology.   One of the questions that is central to deciding how to engage with prospects is to understand their buying cycle (customer journey).   Within the buying cycle, it is critical to understand how the prospect gathers information about products/brands and which sources of ...

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