Tag Archives: Content Strategy

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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It’s Not Content – It’s a Lack of Buyer Insights That’s the Problem

At last year’s Summit, we stated that 60 percent to 70 percent of content produced by b-to-b marketing organizations goes unused, sitting on sales portals and Web site shelves. This statistic was eye-opening to many marketing leaders, who realized that they put a lot of time and effort into content creation, delivery and curation without obtaining clear content usage measurements or an understanding of whether the content is valued by its audiences. What I found even more surprising was the number of clients who told us after we released this statistic that their content non-usage rates were even higher. They reported that more than 80 percent of their content went unused, and they spent millions of dollars on content that was never viewed or downloaded.

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Which Content Translation Strategy Is Best?

A few months ago, I wrote a blog post on how to decide whether to translate marketing content. For each piece of content, the decision should be based on a set of predetermined factors. If a company decides to translate a given set of content, the next step is determining how to go about it. Unfortunately, many companies take a one-size-fits-all approach to translation and end up with either an unnecessarily big invoice or a poor-quality product. To optimize translation, use a three-tier model based on the content’s purpose: to forge an emotional connection with a buyer, influence a buyer or inform an audience.

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SiriusDecisions EMEA Summit Day Two: Highlights

In case you couldn’t make it to SiriusDecisions’ Summit 2013 Europe in London, here are some highlights from day two:

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SiriusDecisions EMEA Summit Day One: Highlights

Today, SiriusDecisions began its fourth annual EMEA Summit, which drew more than 350 delegates to London’s Grange Tower Bridge Hotel. Held just a stone’s throw from the landmarks of the Tower of London and Tower Bridge, Summit is bringing together senior executives from across Europe to focus on b-to-b marketing, sales and product issues and best practices. Here are today’s highlights:

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Content Sequencing for Inbound Marketing

At SiriusDecisions, we are always on the lookout for new and interesting technologies that can potentially help sales and marketing leaders meet their business goals. Until recently, content sequencing (providing specific, sequential offers to a target audience based on its last behavior or response) has been the exclusive domain of outbound marketing – typically in the form of e-mails. OneSpot, a vendor from Austin, Texas, recently briefed us on its offering, which brings content sequencing to inbound marketing. OneSpot uses earned and owned content, converts it into standard-size Web advertising units and sequences those ads using retargeting to match the content to the phases of the buyer’s journey. It’s not hard to imagine the use cases. Almost every marketer I know has, at some point in their career, had a CMO hold up a great media review and ask, “How are we going to leverage this?” The standard answer has been to post the review on the company’s Web site or social properties, and occasionally order reprints for sales. With content sequencing, that review could be used in a series of ads placed on the target audience’s favorite Web sites and could take visitors who click on the ads to additional useful or thought-provoking content. The sequencing case study that OneSpot recently shared with us went like this:

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Which Buyer Personas Do We Choose?

Persona-based marketing is becoming more and more mainstream as companies work hard to attract buying audiences to their Web sites and social channels like a virtual Venus fly trap. The problem with taking a persona-based approach is that the marketing organization – no matter how big – can't produce enough content to align with every potential buyer persona in every market segment for every offering. Organizations must choose which buyer personas to focus on. Here are some key questions to guide these decisions:

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IP Marketing: The Next Big Thing?

What’s the first word you think of when you hear “IP (Internet protocol) address”? Binary numbers? Network identification? Hosts? Domains? Don’t be afraid – IP isn’t just for IT geeks anymore. In light of Google’s recent announcement that it will encrypt all searches and no longer send keyword data to site owners, it’s time for marketers to capitalize on IP. More and more, we are seeing organizations use IP not only to identify potential leads, but also to dynamically serve them content and provide them with an experience that is more relevant and engaging. We call this IP marketing.

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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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