The beauty of content marketing is that the best ideas win. Outsmart your competitors, and you won’t need to outspend them.
Here are ideas to make your marketing more inventive and productive — news articles, videos and presentations about our work.
Sharpen Your Content Marketing: 4 Ways to Model the Buyer’s Journey
Content Marketing Institute
May 9, 2016
The arc of your buyer’s journey is like the arc of a story. Each buyer, each story is unique. There is no one-size-fits-all model of the journey.
But that doesn’t mean you shouldn’t use buyer journey models to optimize your content marketing. The right model for your buyer’s journey adds tremendous clarity and insight to your content marketing strategy.
Read my blog here.
5 Ways To Speed the Journey from Content to Cash
Content Marketing World 2014
A standing-room-only crowd heard my speech How to Speed the Journey from Content to Cash. Here are links to my infographic and a blog, and my presentation on SlideShare:
Here’s a 1-minute video on the future of content marketing.
Strategic content marketing educates customers and opens their wallets
Global Telecoms Business
How can marketers make the most of a customer’s short, 7-second attention span? Marketers need to capture attention, then align content marketing strategically to fit the buyers’ journey. PDF: Marketing Insight – Global Telecoms Business May-June 2014
AT&T’s global CMO moves to digital-first marketing strategy to stay ahead of users’ changing media habits
Global Telecoms Business
A look inside the future of marketing at America’s largest advertiser. AT&T’s global marketing officer Cathy Coughlin shares insights into the telecom giant’s marketing. PDF: GTB Cathy Coughlin ATT
The key to content marketing: Help customers before you sell.
BtoB’s Best Marketers – George Stenitzer
Marketing disruptive technologies takes an innovative marketing plan and persuasive content. Here’s how we marketed disruptive technology at Tellabs, winning recognition as a BtoB Best Marketer for 2 consecutive years.
Is Your Thought Leadership Strategy Using Research Wisely?
Chief Content Officer
Aim for thought-provoking content that challenges your customers’ sense of the status quo. Customers love stories about threats and opportunities that will happen over the next 3 to 5 years.
In A David & Goliath Battle, Content Marketing Is a Slingshot
Content Marketing World
Here’s a presentation on how smaller companies can win a David & Goliath battle against bigger companies. Use the slingshot of content marketing.
5 Ways Telecoms Providers Can Mine Gold from Their Big Data
Global Telecoms Business
Big data is all about getting better answers for marketing, much faster. Telecoms operators must take 5 steps to find the gold nuggets hidden in their big data. PDF: 5 Ways Telecoms Providers Can Mine Gold from Big Data
How To Build Your Message for 7-Second Attention Spans
4 tips to get your customer’s attention in 7 seconds. Here’s how to build a message you can deliver in 7 seconds.That’s perfect for a headline, subject line, Tweet or elevator speech.
CMO Close-Up, George Stenitzer
Small firm uses “Pufferfish Marketing” to land big customers. To win big new accounts, get really close to your customer, then apply Pufferfish Marketing to make your brand appear big. How Tellabs won BT business.
The C Word, What Marketing Should Be Giving Sales
Thought-provoking content challenges customers’ thinking. That’s what Sales needs most from marketing. At Tellabs, George Stenitzer commissioned original industry analyst studies to create thought-provoking content customers could not resist.
Tell Your Customers’ Stories Rather Than Your Own In Content Marketing
To capture customer attention, make sure the story’s about them. This Q&A with George Stenitzer talks about why marketers need to celebrate customers’ successes. How Tellabs celebrated 9 customers’ successes in its video, digital, social and print content.
Q&A With George Stenitzer
The role of technology marketers is changing quickly. So marketers need to embrace content marketing, take advantage of digital and social media, and challenge customers with thought-provoking content to leapfrog past competitors.
Tellabs grew its international business 53% by marketing to one customer at a time. Pinpointing the most promising markets, identifying the best prospects, and courting them with account-based marketing to turn them into customers is what we call the “pufferfish strategy.”
Fierce CMO’s 15 BtoB CMOs To Watch
Thought-provoking mobile and social content wins attention and customers. With sound strategy, a company blog, magazine, videos, social media and other content marketing add up to success, winning recognition as a Fierce CMO BtoB CMO To Watch.
What’s Your BMA Story
How the Business Marketing Association helps BtoB marketers succeed.
Presented at …
Marketing World, A Frost & Sullivan Executive Mindxchange. Sales & Marketing Crossfire: If You Only Understood Me, We Could Get Along.