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.
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Like it or not, marketing does not command the respect it used to, back in “the good old days” of the 20th century. Execs continue to scratch their heads, looking for proof that marketing warrants the investment. Disagree? Just think about how many companies cut marketing budgets first before slashing anywhere else. Or how hard […]
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.)
Revised on April 18, 2011
When it comes to technology marketing and messaging strategies, clarity often seems to be deprecated — in execution, if not in intent. Instead, knowingly or not, many marketers pursue its mirror opposite: obfuscation, particularly in complex product categories such as enterprise software. (See definitions below.) Positioning — The Intent to Clarify Ever since Al Ries and […]
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 […]
Revised on March 27, 2011
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 […]
Revised on April 20, 2011
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.
Revised on March 27, 2011
A recent survey of B2B CMOs by MarketingSherpa reports that 76% of CMOs say generating high-quality leads is their most pressing challenge. A related issue is the increasing number of people and buyer roles involved in complex purchase decisions. This has important implications for content marketers. Here are some of the key findings, showing the […]
Revised on March 27, 2011
How many creative teams or marketing departments are ready to execute content strategies that nimbly support multiple devices, with differing viewing or playback capabilities?
How many have the right content creation and production strategies, able to produce, manage and deploy assets optimized for the point of use?
Revised on March 27, 2011
Content strategy and content marketing challenges have sparked some great online conversations. Although the emergence of digital media has put “content” in the crosshairs, it’s the proliferation and diversity of new digital devices that are forcing marketers to rethink how to communicate with customers, partners and influencers with the best mix of digital channels, media […]
Revised on March 27, 2011
