To ignite your story, start with the right questions When I work with clients to co-create their business story, we start with questions about customers and the business. From the answers, we co-create a 1-PageTM Message Map. Use these 84 thought-starter questions to create or improve your business story. What’s your company’s purpose? How do you make the …
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To win attention from customers, inject news into your content marketing. News freshens your content dramatically. Make sure your content reflects what’s happening with your industry, company, and customers. Start by curating industry, company, and competitor news on your social media streams. Write newsy blogs that tie into current news stories. Even evergreen content wins …
Now, here’s a new video of “Speeding the Journey from Content to Cash,” my talk on B2B demand generation at Content Marketing World. The buyers’ journey is risky, like crossing a river on stepping stones. Your content marketing success depends on: Understanding the buyer’s journey Seeing through customers’ eyes Clearing the buyers’ path Applying the right …
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When the average American attention span is only 8.25 seconds long, what are content marketers to do? How can you break through buyers’ short attention spans? Even goldfish pay attention for 9 seconds! Be provocative. Create challenger content. Create original content that tells your buyers something that they didn’t know − about a problem or …
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Do you avoid advertising sometimes? Consumers are bombarded by about 5,000 messages a day. As a marketer, your message has to break through the other 4,999 to reach your customers. Customers have many ways to avoid the advertising they don’t want. How do you avoid unwanted ads? Take our 1-minute survey, and we’ll share the results in …
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B2B marketers rank LinkedIn as the most effective social media platform for content marketing. In a 2015 Content Marketing Institute/Marketing Profs study, 94% of B2B content marketers use LinkedIn. And 63% of marketers find LinkedIn the most effective social medium (vs. 55% for Twitter and 48% for YouTube). LinkedIn content marketing produced sales at Tellabs. …
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