Content, Strategy, Marketing & Business | A consultant’s view » Christine Thompson
To drive improved revenue performance means providing buyers with what they need, when they want it, in their preferred channels. Do you have the insights to respond to what buyers want, to understand why they need specific types of information from you, and when? If not, you’re likely to waste money on content marketing.
With more people accessing blogs and websites from smartphones, content owners need to check out their existing page designs to ensure they are “smartphone friendly” — optimized for mobile usage. Experts advocate “responsive web design” strategies as a way to design for web + mobile content. The question is, what tools are available today?
Yesterday I blogged about an emerging challenge facing small businesses — adapting their web content so it’s more usable and accessible for people who use smartphones or tablets to go online. It’s amazing what you can learn in a day by simply focusing your attention on a business issue. From Jakob Nielsen, the usability guru, I’ve […]
If you blog regularly, how prepared are you to respond to the impact of device proliferation or the increasing number of people who access your content using mobile devices? I don’t know about you, but I’m starting to worry about content complexity, and the lack of “right sized” technology solutions that are usable and affordable […]
Forrester has identified the key factors that are most likely to spell success or failure when it comes to implementing B2B marketing automation platforms (report published April 2011). Companies that rush to implement without the right content or agreed-upon processes are unlikely to achieve satisfactory payback from their investment in marketing automation. Forrester cautions that […]
B2B marketers need to take a more holistic, strategic approach when it comes to crafting content strategy. This means looking beyond traditional web + email silos to the broader business context and marketing objectives. This post introduces a draft content strategy maturity model that can someday be used for organizational assessment. (Today’s it’s an “alpha stage” work-in-process.)
Marketo’s Jon Miller wrote a provocative blog post today, describing the difference between a CMO and a VP of Marketing, in terms of leadership and openness to innovation. His post raises some important questions for content strategists. While a VP of Marketing “runs a department,” “ CMOs fuse strategic long-term vision with a strong bias […]
[Continued from “CMOs Expect More from Content Strategy”] Here’s a practical example: thinking through the content strategy for home heating and cooling systems. This example illustrates the logic for a single customer scenario, homeowners who have already purchased and installed a new heating system via the manufacturer’s dealer and installer network. Content strategists will need […]
A curious aspect about the hype surrounding content strategy for marketing is the lack of agreement on what it means — or clarity on whose budget should fund content strategy development. Like the blind men with the elephant, we draw different conclusions based on varying frames of reference and professional experience. Our perspectives also differ based […]
Content marketing offers tremendous promise, but there’s a dark side to it: looming content chaos, coupled with a serious skills shortage that could limit its potential impact. This challenge confronts content marketers in organizations of all sizes. Here’s why.
