January - 2015

Generalist versus Specialist Content

Generalist versus Specialist Content

Recently, I was having a discussion with a friend about the direction of content marketing, and she raised an interesting question. “Are you doing general content or focused and specialized content?” Here’s what I replied. I said that while we can work out a general framework of best practices for a client’s content plan, each project has to be specialized. Which means our job is to match the right resources to specific client needs. So that means you’re generalists right? N

The ‘rinse cycle’ of content marketing

The ‘rinse cycle’ of content marketing

William Tyree, CMO of RingDNA wrote in this article about the disconnect between sales and marketing, and how marketers need to look at lead scoring your content and bringing the results back to your sales teams. That is critical, but what if your marketing teams are just as new to the idea as your sales team are? In our last post, we talked about tactical marketing versus content marketing and how to move beyond the ‘big bang’ approach. Next we’ll look at how to get your ma

Lose the ‘flash mob’ mentality

Marketers today are challenged to go beyond traditional means and that includes your B2B folks as well. What may seem like a good marketing tactic (i.e. flash mobs, viral videos) months ago, feels more like a desperate final attempt for B2B businesses to stay relevant to customers. Content Marketing Institute also listed “getting buy-in” from management as a challenge for marketers who understand the value of content marketing vis-a-vie ‘traditional’ tactical marketing. (We w

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