Content Is King Only When The Kingdom Is Interested

By on August 19th, 2015

80% of B2B decision makers visit vendor-independent communities, vendor-sponsored forums, and LinkedIn at least monthly for business purposes, says Marketing Charts. I’d call these communities the customer conten kingdoms! This analogy derived from when I read bedtime stories to my children, Reily and Taylor, and I got to the story about the king. You know, where content is king. My kids always loved that part and invariably asked me “What…

3 Steps To Waltz Your Way To Lead Generation Success

By on August 19th, 2015

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? Don’t be – here are the three recurring steps to perform. The waltz is one of the most beautiful and admired of all ballroom dances. To the neophyte dancer, the waltz, like many dances can seem complicated and difficult to perform. However, the waltz is essentially three steps. Anyone who has ever tried to waltz should…

Using Content To Create That Zero Moment Of Truth

By on August 18th, 2015

I was a recent guest on the TechnologyAdvice Expert Interview Series. The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders. In this episode we discuss the goal of content marketing, content platforms, and the most important analytics. Below are a few highlights from our conversation: TechnologyAdvice: When should a company start to look at content marketing? Michael…

4 Tricks To Master The Magic Of Modern Lead Generation

By on August 17th, 2015

Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it’s the latter, here’s how. It’s no secret that the nature of lead generation and sales is changing. For a long time, salespeople could generate a lot of their own leads and then guide prospects through the buyer’s journey before closing the sale. The salespeople were involved early on…

3 Ways To Measure Brand Awareness

By on August 17th, 2015

Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand’s website? We can measure brand awareness a few different ways: Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high…