Article by Jim Burns

  • Is “Last Idea In, First Content Out” Killing Your Content Strategy?

    We had just completed ten intense weeks creating a business level content strategy for a client. This kind of work produces many work products. Two relate to this story. We carefully defined the client’s marketing and sales use case requirements. And for actionable next steps, a carefully considered and prioritized list of content that was required

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  • Marketing Professionals Constrained by Content Strategy and Operations [Research]

    Don’t be distracted by the hyperbole associated with this important Accenture report on the state of content. “Marketers are drowning” in a “tidal wave of content,” are phrases from the press release and early articles that have picked this up. This is intended to create resonance and attract attention. As it should. Volume of content is

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  • The Missing Ingredient for Sales Coaching

    There is a generally high desire for sales coaching in B2B selling. Most managers and reps know it’s important. Done well, coaching can make a significant difference to rep and manager performance and success. Financially, everyone has a lot at stake. But sales coaching is seldom done. Consistently. Or well. Why is that? What’s missing?

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  • Understanding the True Cost of Content in B2B Organizations

    There’s a familiar expression used to describe some people. They “know the cost of everything, but the value of nothing.” When it customs to B2B marketing and selling content, it appears most organizations don’t know either. The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. In addition to being

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  • Reframing Content ROI and the Case for B2B Content

    Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Why is this? There are different purposes and uses for ROI. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers

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  • Elevate B2B Content Strategy to Business Level Execution

    This post speaks to why B2B organizations should elevate content strategy from siloed functions to the business level, with executive accountability. This is about content that addresses external audiences we generally refer to as “customers”. B2B CEOs, CFOs and Sales leaders have a lot at stake in getting this right. But first let’s acknowledge a

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  • How To Design Your B2B Sales Conversations

    To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations for your key touch points?

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  • How To Create Customer Content In Multiple Languages

    The requirement to deliver customer content in multiple languages is further evidence of how new realities are introducing new requirements that demand new approaches. It’s also an example of how new requirements raise the importance of the ability to scale content operations. Content in multiple languages isn’t new. Technical publications, websites and marketing collateral have

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  • Content Strategy Competency – Understand Audiences (Buyers)

    For most B2B selling companies, content strategy is developed and executed at the functional or even tactic level. These strategies naturally focus on the requirements and audiences of each function. Few companies have a universal, business level content strategy. The functions we’re talking about engage some version of the company’s “customers,” with messages and content that

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  • Unpacking Challenger Customer Insights

    The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Despite a breezy writing style, there are many dense sections. A level one reading risks missing several important but deeper implications for an

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