What “Job” Do You Want Content to Do?
Marketing professionals who are trying to understand the principle behind content marketing can take a lesson from Clayton Christensen of the Harvard Business School and his “jobs-to-be-done” marketing...
View ArticleReady or Not, Here’s Your Content Challenge
To capture attention and deliver value, your content must be relevant to your buyers and readers. It might be cliché to say buyers are inundated with information, but I don’t see organizations really...
View ArticleCreate (More) Video Without A Camera
The traditional video production process and techniques have a clear role for many video purposes. This approach requires specific skills and tends to be inherently expensive, time consuming, and...
View ArticleIDG On Connecting the Dots Between Content and Sales
The opening lines, and most of the lines that followed, really grabbed my attention: “Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their...
View ArticleImprove Sales Proficiency By Being Relevant to Buyers
Why relevant? What does relevant really mean? How would you know if you are being relevant with a buyer? How does this improve your proficiency and results? Relevant — adjective; 1. bearing upon or...
View ArticleReady or Not, Here’s Your Content Challenge
To capture attention and deliver value, your content challenge is to be relevant to your buyers and readers. It might be cliché to say buyers are inundated with information, but I don’t see...
View ArticleImprove Sales Proficiency By Being Relevant to Buyers
Why relevant? What does relevant really mean? How would you know if you are being relevant with a buyer? How does this improve your proficiency and results? Relevant — adjective; 1. bearing upon or...
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