Why Marketers Confront Widespread Misunderstanding of their Role and Value

Posted by Owen Matson, Ph.D. on Apr 6, 2017 2:44:21 PM

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.  

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Topics: Business Communication, storytelling, Thought Leadership, Brand Writing, The Marketing Profession, Marketing, Digital Marketing

The How’s and Why’s of B2B Inbound Marketing: A Quick Guide

Posted by Owen Matson, Ph.D. on Mar 29, 2017 12:28:18 PM

The How’s and Why’s of B2B Inbound Marketing

You're probably already blogging and sharing content on social media – key inbound tactics.

Still, inbound marketing’s true power comes from consistency: Align all your B2B marketing strategies with inbound and you'll unlock its full potential.

It helps you build deep, long-lasting relationships with customers, accelerate the sales cycle, and drive sales/marketing alignment. In effect, you win trust using Web content like blogs, whitepapers, and videos to answer prospects' questions and concerns.

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Topics: inbound, Business Communication, B2B Marketing, B2B Content, B2B Digital Marketing, B2B Social Media Marketing, Content Marketing

Ask a Kid: 5 Insights on Human-Centered Experience

Posted by Owen Matson, Ph.D. on Mar 24, 2017 8:12:45 PM

WHAT CHILDREN CAN TEACH US ABOUT DESIGNING HUMAN-CENTERED EXPERIENCE

A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care.  The article is not only useful; more importantly, it's moving.  Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs.  It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:

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Topics: Content, Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Healthcare Industry, Healthcare Design and Engineering

Writing-Marketing-Tech: Merging Technical Writing into Effective B2B Content

Posted by Owen Matson, Ph.D. on Mar 22, 2017 8:36:26 PM

Market-Tech Writing: The Rising Values-Based B2B Branding Requires New Forms of Content Writing  

While 88% of B2B marketers currently incorporate content marketing strategies, 60% say they struggle to create “engaging content.” In other words, the rise in content marketing has not necessarily meant a rise in content that actually engages audiences.  Where’s the disconnect? 

For Ann Handley of Marketing Profs, the challenge of creating engaging content reflects fundamental challenges in the quality of content writing.  While 72% of B2B Marketers want to focus on creating engaging content, Handley notes that only 41% express interest in improving their storytelling skills.  And only 19% are focused on becoming stronger writers.  Hadley argues that the tendency to "undervalue writing" and storytelling in the content process “is why we have a tough time creating 'engaging content'—and why that has consistently been a top challenge in the past six years.”

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Topics: Creative, Business Communication, Brand, storytelling, B2B Marketing, B2B Content, B2B Digital Marketing

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on Mar 20, 2017 1:47:05 PM

MEETING THE CHALLENGES OF MARKETING MEDICAL DEVICES

Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

Posted by Owen Matson, Ph.D. on Mar 17, 2017 6:04:57 PM

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

As with any major business decision, when it comes to choosing a marketing agency, you will find endless advice.  And, as with much advice, the guidance provided tends to reflect the priorities of the one giving it.  So, in the interest of full disclosure, as Content Director at an agency that focuses on actually producing content for clients—not all agencies create content—I tend to see quality content creation as the central consideration. 

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Topics: Video, Creative, Content, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Do Leaders Know How to Ask “Why”? 

Posted by Owen Matson, Ph.D. on Mar 17, 2017 5:25:06 PM

 

The "why question" is important, but the answer is more important. 

According to Simon Sinek, your answer to “why” serves as “the purpose, cause, or belief that inspires you to do what you do.”  Ever since Sinek inspired readers to Start with Why (not to mention his viral Ted Talk), the importance of the why question has emerged as a fundamental  piece of leadership wisdom.

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Topics: Differentiators, Business Communication, Brand, Thought Leadership, B2B Content, Content Strategy

B2B Tech Marketing Redefines Tech Writing

Posted by Owen Matson, Ph.D. on Mar 16, 2017 7:50:39 PM

For B2B Technology Marketing, Engaging Content Requires a Whole New Kind of Technical Writing
According to a 2016 report from CMI and MarketingProfs, 72% of B2B tech marketers consider the creation of engaging content a top priority.  However, just 19% ranked becoming better writers at the top of their to-do list.  

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Topics: Marketing Services, Content, Narrative Marketing, Business Communication, B2B Marketing, B2B Content, Content Strategy

Calculating the ROI of Hiring a B2B Marketing Firm

Posted by Owen Matson, Ph.D. on Mar 15, 2017 4:24:46 PM

Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle.  And this is just the beginning...

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Topics: Video, Marketing Technology, Creative, Solutions, Business Communication, B2B Marketing, B2B Content, Content Strategy

B2B Marketers: 4 Quick Tips to Target Decision Makers

Posted by Owen Matson, Ph.D. on Mar 14, 2017 11:45:59 AM

 

Reaching Decision Makers Remains a Priority in B2B Marketing Strategy

Despite the growth of collective and consensus-driven decision-making, C-Level executives still have the power to make or break a deal, and they can at least be expected to have the final say. So it’s as important as it ever has been to attempt to engage them.

CEOs need to understand the importance of an ultimate business to business marketing plan to guarantee great results. Although it’s really hard to catch the attention of customers today as they are always busy, there are effective tips to help you get positive feedback or at least make them notice your brand.  Don’t worry because here are 5 of the best techniques to make them recognize the value of what you offer.

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Topics: Content, Business Communication, storytelling, B2B Marketing, B2B Content, Content Strategy

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