Marketing and Selling Content Operations
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Marketing and Selling Content Operations
Content marketing pundits generally agree on WHAT to do. Organizations routinely complain of not knowing HOW to do it. An outdated content production operations model constrains ability to execute on content strategy. This site will curate articles that help this transformation. More information available at www.avitage.com
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4 Observations About The New Face Of Marketing

4 Observations About The New Face Of Marketing | Marketing and Selling Content Operations | Scoop.it
Meet the Poogle, the new marketer A recent study by Google and CEB’s Marketing Leadership Council tested the common assumption that while consumers’ purchasing decisions are driven by emotions, business purchasing is driven by calculations of...
Avitage's insight:

Article references key findings reported in recent ITSMA conference about B2B marketing trends. 

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Why Networking With Bloggers Is an Essential Marketing Tactic

Why Networking With Bloggers Is an Essential Marketing Tactic | Marketing and Selling Content Operations | Scoop.it
As blogging and content marketing continues to expand the need to connect with other bloggers goes far beyond that of a public relations tactic.
Avitage's insight:

Addresses multiple challenges: getting a critical mass of blog content, gaining broader visibility for your blog through third parties who have their own following, inbound links, good will with important influencers and referral sources, and more.

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It's Time for Content Operations | Content Marketing’s Little Secret

It's Time for Content Operations | Content Marketing’s Little Secret | Marketing and Selling Content Operations | Scoop.it
It has become fashionable to talk about content marketing as critical to business success. But there is a foreboding side to this topic...
Avitage's insight:

Breakthrough -- IDG Connect proclaiming the need for content operations. October 4, 2013

 

Content is evolving beyond support for tactics, and beyond create (encompassing both is still important) to be viewed as a strategic corporate asset. This means someone must "own" and be accountable for executing an enterprise-wide corporate content strategy.

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Demand-Gen-1_Forbes-CMO-Blog1.jpg (JPEG Image, 2200 × 1700 pixels) - Scaled (55%)

Demand-Gen-1_Forbes-CMO-Blog1.jpg (JPEG Image, 2200 × 1700 pixels) - Scaled (55%) | Marketing and Selling Content Operations | Scoop.it
Avitage's insight:

Important point and useful graphic from Forbes article re: implications of B2B buying team buying process vs. individual decision process. Iimportant point. CEB declares the obvious with the air of discovery. Link to original article: http://www.forbes.com/sites/patrickspenner/2013/10/21/youre-doing-it-wrong-demand-generation

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Got content challenges? Apply the problem-cause model.

Got content challenges? Apply the problem-cause model. | Marketing and Selling Content Operations | Scoop.it

Avitage blog with links to CMI Content Benchmark study and Skyword 2013 Social Media and Content Marketing Study.

 

Key Point: Use a "Problem-Cause" model to improve messaging, insights about buyer problems, and content quality.

 

"Serious practitioners of content marketing inevitably face significant content challenges.

Surveys, as well as client discussions about top content challenges, reveal the operational nature of the

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The other C word: what makes great content marketing great

The other C word: what makes great content marketing great | Marketing and Selling Content Operations | Scoop.it
There's a single ingredient you'll find in every piece of great content. That's what this is all about.
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My new mantra: “C Content Marketing.” This is the marketer’s corollary to “provocative selling,”

 

Actionable wisdom from one of the best in the business. Must read and apply.

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Three Videos Changing Media as We Know It

Three Videos Changing Media as We Know It | Marketing and Selling Content Operations | Scoop.it
The media and marketing landscape is rapidly changing. Brands are becoming publishers. The consumer is in control of the buying process.If you take a random survey of marketers, most would agree with
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Spend TIME with this post and the videos in it. First focus on the mindset shifts. Think of the implications for your business. This is truly transformational (much more than different). Use the tactics and techniques to stimulate your creative thinking relative to your business context. Game changers.

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5 Content Marketing Tools for Better Planning, Management and Tracking

5 Content Marketing Tools for Better Planning, Management and Tracking | Marketing and Selling Content Operations | Scoop.it
Discover which content marketing tools will work best for your business. Read a summary of the top 5 collaboration tools in this TopRank blog post.
Avitage's insight:

Operational excellence requires new operational process supported by structures and tools. Make sure you working and well tested processes before you select and apply specific tools.

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12 Demand Management Competencies for Success

12 Demand Management Competencies for Success | Marketing and Selling Content Operations | Scoop.it
Too many companies struggle to realize their demand management improvement expectations from investments in marketing automation.

Marketing automation initiatives are often considered the next step
Avitage's insight:

Avitage blog post. Many of these competencies apply to content operations as well. Content and demand management are inextricably linked.

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Why Brands Must Orchestrate for Content

Why Brands Must Orchestrate for Content | Marketing and Selling Content Operations | Scoop.it
Why is content orchestration needed across the organization — all departments included, no exceptions? Here’s a recent example of a near-missed opportunity.
Avitage's insight:

Are your content operations designed to scale? Content governance, policies, common practices? How have you designed your content processes to yield shared and re-usable content assets?  These are but a few aspects of a professional "publishing" operations model. Without a well designed publishing program, content initiatives will not optimize the 7 operational objectives explained in this blog post: http://www.avitage.com/index.php/move-beyond-concept-to-create-content-like-a-publisher/ ;

 

Video explanation: http://avitage.com/a?wzc49gw&

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10 Journalism Rules That Can Teach You Everything You Need to Know About Content Marketing

10 Journalism Rules That Can Teach You Everything You Need to Know About Content Marketing | Marketing and Selling Content Operations | Scoop.it
Everything you need to know about content marketing and SEO can be drawn from the top rules of journalism I learned from various mentors over the years.
Avitage's insight:

Good practical ideas to back up the important message that content must be approached professionally. That's what publishers are, professionals in the ways they create, manage, deploy and deliver useful, interesting content to readers. This article focuses on the journalistic elements of publishing, which is necessary, but not sufficient for those accountable for content programs and output. But good stuff nonetheless.

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Organizing for Content: Models to Incorporate Content Strategy and ...

Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organ
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Altimeter and Rebeca Lieb are the people to follow for indepth insight into content marketing execution.

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Winning With Demand Generation & Marketing Automation

Winning With Demand Generation & Marketing Automation | Marketing and Selling Content Operations | Scoop.it
Most companies don’t get value out of marketing automation. One way to win, though, is to  get started on the best foot possible.
Avitage's insight:

Good introductory summary of starting actions to support a demand management strategy from Thor Johnson (@ThorJohnson), one of the best in the business. I especially like his idea "One tool nearly all salespeople need is an SGML tool"

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Analytics 3.0

Analytics 3.0 | Marketing and Selling Content Operations | Scoop.it

"Some of us now perceive another shift, fundamental and far-reaching enough that we can fairly call it Analytics 3.0. Briefly, it is a new resolve to apply powerful data-gathering and analysis methods not just to a company’s operations but also to its offerings—to embed data smartness into the products and services customers buy."

Avitage's insight:

Data driven decisions. Turns out intuition not only gets you just so far, but is often wrong, What content to create? How? How can analytics help you make this decision. There is a LOT to learn here. And to prepare for -- what data are you collecting on your buyers? What is your plan?

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Content Marketers' Mistaken Assumptions | Social Media Today

Content Marketers' Mistaken Assumptions | Social Media Today | Marketing and Selling Content Operations | Scoop.it
People who fall victim to the six common content marketing assumptions listed here are generally blind as to why their content is inadequate.
Avitage's insight:

Important list of dangerous content marketing assumptions, with specific recommendations on how to address them. Publishers know that content syndication and promotion is essential. A mindset that treats content as an organization's first offer helps.

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Define Your Enterprise-wide Content Use Case Requirements

Define Your Enterprise-wide Content Use Case Requirements | Marketing and Selling Content Operations | Scoop.it

The objective of a content publishing operations model is to optimize all key content elements.

 All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. In the vernacular, we’re all trying to do more with less.

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Avitage Master Content Publishing Briefing

Avitage Master Content Publishing Briefing | Marketing and Selling Content Operations | Scoop.it
Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives.

Taking a page from Tom Pe
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Avitage blog previews and provides link to the Avitage master content publishing briefing deck with accompanying video.

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Tumblr -- Marketing and Selling Content Operations

Tumblr -- Marketing and Selling Content Operations | Marketing and Selling Content Operations | Scoop.it
Avitage's insight:

This is the Avitage Tumblr site that contains video snippets and highly visual assets that relate to optimizing content spend using a leveraged content publishing program and process.

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Are B2B Marketing Priorities Out of Whack? - Business 2 Community

Are B2B Marketing Priorities Out of Whack? - Business 2 Community | Marketing and Selling Content Operations | Scoop.it
Avitage's insight:

Important insights with supporting data from Ardath Albee that should inform your thinking about the priority for content strategy, relevance and personalization.

 

I would add the ability to support primary use case requirements is directly related to relevance. If content is missing for specific buyer issues, stages, nurturing touches, or to answer key buying questions, relevance and usefulness is diminished and content performance will suffer.

 

Critical mass is important for most content marketing tactics, not just blogging.

 

The content operations implications of this is the challenge to accommodate scale -- volume of content, versions and formats -- from existing content production processes.

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How to Summarize Content for a Business Audience | paulgillin.com

How to Summarize Content for a Business Audience | paulgillin.com | Marketing and Selling Content Operations | Scoop.it
Once you've skimmed and highlighted a lengthy document, use these tactics to boil it down into a summary people will want to read.
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Important ideas about structuring content for optimum consumption. Tools like this are a key part of the "internal enablement" element of content strategy.

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Marketing and Selling Content Operations — Side-by-side comparison of the traditional content...

Marketing and Selling Content Operations — Side-by-side comparison of the traditional content... | Marketing and Selling Content Operations | Scoop.it
Side-by-side comparison of the traditional content production process and the publishing operations model
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Point by point comparison of the traditional "point production process" and the leverage publishing process for creating content.

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Future-Ready Content

Future-Ready Content | Marketing and Selling Content Operations | Scoop.it
The future is flexible, and we're bending with it. From responsive web design to futurefriend.ly thinking, we're moving quickly toward a web that's more fluid, less fixed, and more easily accessed on a multitude of devices.
Avitage's insight:

For mid-level viewers.Important Points -- Get: Purposeful, Micro, Meaningful, Organized, Structured

 

Future-ready content isn’t about becoming an XML expert or assuming microdata will solve your problems. It’s about seeing structures through the lens of meaning and storytelling, and building relationships across disciplines so that our databases reflect this richness and complexity.

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When Content Goes Rogue

Is your content going rogue? Do you know all the sites and social media accounts controlled by your brand or company? Who can access and update them? Who knows the passwords? How frequently is the ...
Avitage's insight:

Without professional content operations management, and a defined process, all content activity can get out of control quickly and easily. See Structured Content Publishing Program http://www.avitage.com/index.php/services/structured-content-publishing-program/

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“Fieldsourcing” Sales Content: The Benefits of Running a Content Collection Week | SiriusDecisions Blog

“Fieldsourcing” Sales Content: The Benefits of Running a Content Collection Week | SiriusDecisions Blog | Marketing and Selling Content Operations | Scoop.it
Marketing and sales can run regular content collection weeks to “fieldsource” sales content from their reps and sales engineers.
Avitage's insight:

Terrific idea for aligning marketing with sales, sourcing key assets, leveraging content created in the field, giving key creators visibility, monitoring what is being created and delivered, establishing non-threatening dialog between sales and marketing, I'm sure there is much more ...

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Lessons from PR’s missed opportunity

Lessons from PR’s missed opportunity | Marketing and Selling Content Operations | Scoop.it
What happens when people and processes get in the way of big ideas? Trouble, that's what.
Avitage's insight:

Insightful and thought provoking. Of course, it's from Velocity Partners UK.

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