Content Marketing vs. Product Marketing

Posted by Lauren Farrell on September 18

Traditionally businesses, especially in B2B, have focused on products and specs. Yet the classic advertising model has been upended in the era of social media and digital content. Buyers have rejected outdated campaigns in favor of engaging and informative material.

With these changes, B2B marketers often confuse product marketing with content marketing.

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Topics: B2B Marketing, B2B Content, Content Strategy, Content Marketing, Here's What I Know, Product Marketing

Driving Market Relevance with Content

Posted by Lauren Farrell on September 12

 

It's one of the most cliche phrases in marketing, yet undeniably true. Content is king. But as more mediums add to the vastness of content - how as a marketer do you create content to stay relevant and influence the buying cycle?

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Topics: B2B Marketing, B2B Content, Content Strategy, B2B Content Strategy, Marketing Strategy

Calling The Plays: Seeking a Senior Digital Marketing Strategist

Posted by Lauren Farrell on September 5

For companies, there’s nothing more important than finding the right person for a job. Filling a role can be difficult, but landing star talent makes the challenge worth the effort. In this Careers Podcast, Brandon Morgan, Senior Director of Client Services at MarketScale, reveals what he’s looking for in hiring a Senior Digital Marketing Strategist (DMS).

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Topics: Content Strategy, Hiring

How to Strategize Content Writing for (Distracted) Online Reading Styles (Infographic)

Posted by Owen Matson, Ph.D. on April 25
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Topics: Content Strategy, Content Writing, Content Marketing, B2B Content Writing, B2B Content Strategy

Differentiating Brand Voice in an Age of Excessive Exclamation!!!

Posted by Owen Matson, Ph.D. on April 21

Excessive Exclamation Points?!!!  Who? Me?  

I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse?  Overly emphatic?  Me?  OK.  Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback.  I was just curious about the commentary.  I sensed a big discussion behind the advice. Alas, I received no reply. 

So I began to think about the meaning of my reader’s feedback.  I "might" want to reconsider my overuse of exclamation points?  Was this a complaint?  A soft recommendation?  Sarcastic criticism?  

At the end of the day, the use of exclamation points is about communicating tone.  And tone is largely a matter of taste—as in “there is no accounting for…”

For my part, when it comes to issues of usage and style, I tend to be rather pragmatic: Whatever works, I say!!!  

Still, tone is hard to determine in online communication.  But then that's the whole point: communicating tone in digital media requires content writers rethink the traditional rules and tools of style - including the use punctuation to project meaning and tone.  Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here are some issues to consider.

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Topics: Content Strategy, B2B Digital Marketing, B2B Brand Writing, Brand Voice, B2B Content Writing, Digital Marketing, B2B Branding,, Brand Strategy

SEO Zen Wisdom: To Enhance SEO, Do Not Aim for “SEO”

Posted by Owen Matson, Ph.D. on April 20

The Danger of SEO as “SEO”

In the content marketing biz, one tends to get a lot of questions about Search Engine Optimization (SEO).  Certainly, concerns about enhancing SEO make sense.  After all, publishing content on a company blog site will not generate business growth if prospects can’t find that content when searching the web.

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Topics: Content Strategy, B2B Digital Marketing, SEO

Why Marketing and Sales Need to Collaborate on Content Strategy

Posted by Owen Matson, Ph.D. on April 19

Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.This is a big problem. Without a sales content strategy – a plan that targets leads through strategically segmented and valuable content throughout their entire decision-making process – your sales process simply can’t win.

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Topics: Content, B2B Marketing, Content Strategy, Marketing and Sales

Subscription as Artistic Service: Autonomy On Demand at HBO and Netflix

Posted by Owen Matson, Ph.D. on April 3

Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese            

Subscription Service and the Importance of Risk Taking

Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom."   References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom.  At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.  

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Topics: Content, advertising, Brand, B2B Marketing, Content Strategy

Studies Suggest Marketers Confront Increasing Stress: Here's Some Tips to Help Manage Content Creation

Posted by Owen Matson, Ph.D. on April 3

Stressed by the Demand to Create all that Content? 

If the answer is "yes," you're not alone.  Studies show that marketers are undergoing increased job stress.  And it's no wonder, given the increased complexity of the work.  Marketers face many challenges today: High growth expectations, hyper competition in crowded market places, and the digital and social-media revolution. What’s more, growing pressure from the C-suite to implement marketing return on investment measures as a way to track and evaluate marketing success is increasing the marketer’s workload. Studies show that stress rates for marketers are on the rise.

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Topics: B2B Marketing, B2B Content, Content Strategy, B2B Digital Marketing, Content Marketing, MarketScale B2B Marketing, B2B Content Writing, Content Creation

How Inbound Marketing Can Optimize ROI on Trade Shows

Posted by Owen Matson, Ph.D. on March 27

In an era of digitized marketing, one might think trade shows and other live-event-based marketing strategies would move into decline.  To the contrary, tradeshow marketing as a tactic has shown remarkable resilience.  After all, marketers realize that there is no substitute for face-to-face meetings with clients and key business partners.  Moreover, digitization has only enhanced the potential marketing power of trade events. 

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Topics: Video, B2B Content, Content Strategy, B2B Digital Marketing, Event Marketing, Trade Shows

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