Tag Archives: Content Management

My Three Biggest “Aha” Moments (So Far)

Here are the most memorable personal insights I’ve had as an analyst (so far) and the most impactful lessons I’ve learned during my last four years as a SiriusDecisions analyst. I shared these recently during Microsoft Dynamics’ take on a TED talk on marketing leadership at Convergence 2014 in Atlanta.

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Content Marketing World: Recap of Day Two (Through the B-to-B Lens)

Erin Estep explains her top five takeaways from Wednesday’s Content Marketing World sessions, through the b-to-b lens, as always: 1. Content measurement is difficult. Not only that, but you can’t take a one-size-fits-all approach to content measurement, because content should behave differently depending on what you’re trying to accomplish. Which leads me to…

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Content Marketing World: Recapping Day One Through the B-to-B Lens

Despite our keen interest in the role of content in all types of b-to-b marketing, we at SiriusDecisions (myself included) tend to lean away from the term “content marketing.” To me, the term is redundant and a little jargon-y. Content is the product created by marketers, and the act of marketing is about bringing great content to market for our target audiences. There is no marketing without content, and most bad marketing is a result of bad content. Both are usually a result of a lack of insight into buyer needs and interests. Despite some minor differences in terminology, I think we share this philosophy with the hosts, sponsors and attendees of this week’s Content Marketing World conference, which is currently underway in Cleveland. Here are my top five insights and takeaways from the first day of the event:

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Building a Case for Better Content

I work with a lot of talented and experienced digital and social media marketers, and if there’s one thing I hear from almost every one of them, it’s that they are in dire need of content. Most of them need more content, and almost all of them need better content. In large, complex b-to-b organizations, content expertise is inconveniently spread across functional silos. For example, portfolio (e.g. product, solution, industry, segment) marketers tend to be the resident subject-matter experts, but a different marketing resource usually needs to unlock and repackage that expertise into a compelling piece of content. Rarely do industry expertise and content expertise reside in a single function, never mind in a single individual. So, what can social media marketers do to contribute to the turning of the ship? Instead of just wishing for more, better content, conduct a research project using these five steps:

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Five Tips for Solving the Content Conundrum

SiriusDecisions research indicates that most content in enterprise-sized b-to-b organizations sits on the shelf, unused. Meanwhile, organizations are struggling to fuel key initiatives (e.g. social media marketing, inbound marketing, provocative selling) with effective content. There is an imbalance between content supply and content demand – frankly, organizations are spending tons of time and money generating content no one wants. Here are five tips for marketing leaders trying to rebalance their content generation efforts to ensure that key sales and marketing initiatives are fueled with the right kind of content:

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Summit 2013 Highlights: Inciting a B-to-B Content Revolution

Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations. The SiriusDecisions Content Model, a new framework introduced today by SiriusDecisions’ Summit 2013 event in San Diego, aims to help companies launch such a revolution. “Our revolutionized perspective is that content is an enterprise-wide strategy requiring the alignment of product, sales and marketing in order to optimize the factory that produces content,” said Marisa Kopec, vice president and group director at SiriusDecisions.

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What We Talk About When We Talk About Content

Raymond Carver's 1981 book of short stories What We Talk About When We Talk About Love is a series of vignettes focusing on characters seeking to define and understand the true nature of love through conversation. The deeper the characters delve into attempts to articulate love, the more inarticulate they seem to become. The same seems to be happening for those of us in b-to-b marketing seeking to define (never mind solve!) the content conundrum. The deeper we get into the conversation, the more broad and complex the problem reveals itself to be. Often, we find clients trying to solve the “content problem” before coming to a shared understanding of the nature and scope of the problem in the organization.

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Sales Content: Time to Purge

I’m in the process of moving out of the house my family and I have lived in for the past 16 years. With our kids off to college, it’s time to downsize our “empty nest.” There’s a great lesson here for any sales organization that’s planning to move its content to a new portal in the upcoming year. Like a hoarder unwilling to part with any possession, many marketing and sales organizations feel compelled to keep every piece of content ever created (one client shared that they once had 50,000 pieces of content stored on their sales portals). The results are predictable: Salespeople get frustrated when they can’t find what they need searching through all that clutter. Marketers also become frustrated when reps don't use the content they’ve spent so much time creating.

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Is Content the Elephant in the Analysis Room?

It’s hard to avoid reading something about how “content is king” in B2B marketing right now, but what does that really mean and what are you supposed to do about ...

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Content Marketing: Don’t Offer the Same Thing Twice

Question: If someone goes to your Web site and downloads a white paper, what value is created by sending the same white paper to the same person one month later? ...

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