Welcome!

Video Authors: Elizabeth White, Yakov Fain, Liz McMillan, Dan Ristic, Jnan Dash

Blog Feed Post

B2B Content Strategy Should Never Be a Wallflower

A B2B content marketing strategy should never be contained in a silo. First of all, to be literal, a silo is a dugout, cave or shelter for grain. Secondly, it denotes walls and barriers that keep its contents apart from everything else. A B2B content marketing strategy must lead somewhere. It should be based on a continuum that matches the needs of prospects and customers wherever they may be in the experience at any time.

The issue I see often, is that content marketing is an add-on to everything else that marketers have on their plates. It's viewed as a campaign, a project or a standalone initiaitve. A silo. This is in part related to the way marketers are wired. In the traditional sense, most of what marketers do has start and end dates and each effort is graded on its own merit (I'm using the word "merit" loosely).

How's our SEO strategy doing?

How many "leads" did that last campaign produce?

Did our webinar attendees increase for this topic?

How many followers did our Twitter account attract last month?

Is our web traffic growing?

Don't get me wrong, we need to measure and evaluate, but we need to quit using our metrics as boundaries that separate one initiative from another. To do this, we need to look at transitions and experiences across buying and the customer lifecycle.

An experience is a set of dynamic transitions that flow together. Until you step out of it or it ends.

When marketers focus on campaigns, they are instituting a construct that boxes in and ends the experience. Three email touches and a sales call, move on. This construct is for us, not related to anything our prospects or customers need, want or value. It was created so that we could manage and measure our efforts based on some ridiculous notion that a short-term campaign can definitively drive sales for a long-term buying process.

But I digress. The point I want to make is about the need to integrate transitions.

Channels are proliferating and marketers need to pay attention to the transitions between them. If your social media team isn't cognizant of your nurturing program, for example, how fluid will the experience be for a prospect or customer taking part in both?

If a buyer watches a video on your YouTube! channel and finds it fun and informative, then visits your website only to see a bunch of dry, product-focused content they find neither fun, nor informative, how will you overcome that disconnect? Or can you?

Often overlooked is the critical transition from marketing to sales. Marketers often plan their content strategy without ever sharing it with sales or - highly recommended - involving sales in its development. If the entire be all and end all of marketing is to help produce and grow customers, why the heck is this transition so overlooked?

It's time for marketing to stop producing more wallflowers and start creating the Belles of the Ball! You may laugh but the Belles of the Ball are sought out, followed and considered highly engaging. This will never happen if we don't integrate all of our marketing initiatives into our strategy and consider how to gain the benefits of dynamic experiences based on transitions.

I know this is difficult. If it was easy it wouldn't be near as much fun!

Take the first step by evaluating everything you're doing and discovering how to create better transitions that tell a story your audience finds engaging. Start connecting the dots. Just don't leave your content strategy sitting on the sidelines as just another project.

 

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
IT professionals are also embracing the reality of Serverless architectures, which are critical to developing and operating real-time applications and services. Serverless is particularly important as enterprises of all sizes develop and deploy Internet of Things (IoT) initiatives. Serverless and Kubernetes are great examples of continuous, rapid pace of change in enterprise IT. They also raise a number of critical issues and questions about employee training, development processes, and opera...
This month @nodexl announced that ServerlessSUMMIT & DevOpsSUMMIT own the world's top three most influential Kubernetes domains which are more influential than LinkedIn, Twitter, YouTube, Medium, Infoworld and Microsoft combined. NodeXL is a template for Microsoft® Excel® (2007, 2010, 2013 and 2016) on Windows (XP, Vista, 7, 8, 10) that lets you enter a network edge list into a workbook, click a button, see a network graph, and get a detailed summary report, all in the familiar environment of...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
AI and machine learning disruption for Enterprises started happening in the areas such as IT operations management (ITOPs) and Cloud management and SaaS apps. In 2019 CIOs will see disruptive solutions for Cloud & Devops, AI/ML driven IT Ops and Cloud Ops. Customers want AI-driven multi-cloud operations for monitoring, detection, prevention of disruptions. Disruptions cause revenue loss, unhappy users, impacts brand reputation etc.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Atmosera delivers modern cloud services that maximize the advantages of cloud-based infrastructures. Offering private, hybrid, and public cloud solutions, Atmosera works closely with customers to engineer, deploy, and operate cloud architectures with advanced services that deliver strategic business outcomes. Atmosera's expertise simplifies the process of cloud transformation and our 20+ years of experience managing complex IT environments provides our customers with the confidence and trust tha...
The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get tailored market studies; and more.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...