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Authors can transform their dreams into reality by focusing on strategy, writing, editing, production, and marketing. Making It Happen Our latest whitepaper offers tips for breaking into the publishing industry and becoming a published author. The outcome, however, can transform your business and thoughtleadership.
Be upfront about your products, services, processes, and business practices. ThoughtLeadership Content Matters Position yourself as an industry expert by consistently providing value through relevant, educational, and insightful thoughtleadership content. Proactively address questions and concerns.
Content ecosystems : Develop a comprehensive content ecosystem with SEO-friendly articles, thoughtleadership pieces and interactive content that positions your brand as an industry authority. Compelling CTAs for decision : Design persuasive calls-to-action, limited-time offers and detailed product comparisons to drive conversions.
The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business. In tech, a whitepaper usually describes a theory behind a new piece of technology. In tech, a whitepaper usually describes a theory behind a new piece of technology.
Many brands recognize the critical need for strategic thoughtleadership content to sit alongside product- and purpose-oriented messaging – content that establishes the brand as an authority in a specialized field or a line of business and deeply engages decision-makers. Click To Tweet. Click To Tweet.
She discusses thoughtleadership and how she developed a successful campaign to overcome the challenge of accurately measuring her thoughtleadership efforts. While thoughtleadership has always been part of Ingenuity Systems’ marketing mix, in the past it had never been a formal program.
These organizations operate with lean teams, and they grow by tapping into something deeply human: stories, people (not products), and community. Focus on people, not products In nonprofit marketing, the people they help are front and center. Use stories for marketing Stories are at the heart of nonprofit marketing.
In a crowded market, it’s no longer enough to push out product features or ROI claims. If buyers can’t afford your product now, they’ll remember who helped them when they can in the future. Dig deeper: Thoughtleadership: The human element your marketing needs Email: Business email address Sign me up!
Thoughtleadership marketing is a powerful thing. Now, how do you transition from being a nobody to becoming a reliable thought leader? Let’s learn more about how you can use paid ads to build your personal brand as a thought leader. What Is ThoughtLeadership Marketing?
Given the fast pace of channel proliferation and changing digital strategy priorities, it’s critical to build a marketing technology stack with scalable functionality and integrations to improve your productivity. Download our latest whitepaper, An IT Guide to Selecting an Enterprise-Ready Marketing Platform.
By thinking of strategic ways you can incorporate your great thoughtleadership in other aspects of your marketing, you can extend the life of content and get much more use out of each piece. Help your customers get the most out of your product with thoughtful blogs, whitepapers, or visual infographics.
Traditional technical writing often focuses on explaining complex concepts, processes, or products clearly and concisely. This includes essential documentation like user manuals, product descriptions, and datasheets, which are crucial for educating users and supporting product adoption.
Author: Dennis Shiao The first time I downloaded a whitepaper was in 2000. You’re competing against everyone who sells similar products and services, but you’re also competing against everyone who produces content of any type. Be honest – regardless of how valuable it was, have you ever really engaged with a whitepaper?
Getting started with digital marketing Every time a business opts for online marketing, the first and foremost thought is how to establish a presence on Google and other search engines. Social media platforms are then explored for additional information about the company, products, services and reviews. ebooks, whitepapers).
The next interview in the B2B Marketing thought leader interview series is with Craig Rosenberg , author of The Funnelholic (one of my favorite B2B marketing blogs). Craig is Vice President, Products and Services at Tippit, Inc. , Work with publishers who are syndicating your whitepapers on their sites.
This content includes articles, blogs, videos and podcasts, as well as in-depth whitepapers and research. Increasingly, B2B customers depend on self-guided research on digital channels to find out more about business products and services and reach buying decisions. As mentioned earlier, B2B customers make buying decisions in teams.
You know the ins and outs of what makes your product awesome. If it does, we’ve got to be honest: no matter how great your product is, your content isn’t going to capture many leads on its own. Checklists, product demos, webinars, e-books, and whitepapers are some of the most popular types of B2B lead magnets.
While attending the Momentum ITSMA Marketing Vision 2022 event in Cambridge MA, I was very fortunate to attend an excellent pre-conference workshop “What Buyers Want from your ThoughtLeadership: Understanding Changing Executive Preferences” led by Robert Hollier , Partner, and Jeanne Browne , Senior Strategist, Momentum ITSMA.
Shouldn’t whitepapers be gated? And since ungated content is more shareable, it helps build the thoughtleadership and trust that it takes for a visitor to decide to fill out a form. How many whitepapers or fact sheets should be syndicated on average to improve funnel conversion?
And B2B buyers are not opposed to it: 74% expect to access simple content like infographics without registration, but 77% are willing to provide basic info for whitepapers or ebooks. When considering partners, choose: A company with products that complement yours, something your potential customers may need anyway.
AI use cases for B2B digital marketers In the latest State of B2B E-Commerce report by MasterB2B , a staggering 86% of respondents expressed their eagerness to use ‘ChatGPT-like’ tools on B2B websites for product research. Look for opportunities where AI can scale, automate, and take over repetitive tasks.
After a 3-year stint selling technology, I started my own consulting business with a primary focus on shortening time-to-revenue on new product launches. The gap between Marketing and Sales was often so wide, that I was amazed that any product was successful. What matters is the customer -- not the product, service or solution.
On Oct 20 th we will release a whitepaper that addresses the essential question we are all asking: “How do I create the marketing organization of the digital age?”. Case in point, not long ago my insurance company offered me some information over the phone about their credit card product. What gives? I already told them no!
As a business, you’re always looking for ways to sell your products or services. Content marketing is a great way to do so: When you generate informative, useful, and interesting content for your audience, you can also directly or indirectly sell your products or services to them. WhitePapers. Social Media. Newsletters.
Can you remember the last time you were on a website that failed to offer you a guide, coupon, ebook, whitepaper or something else in exchange for your contact info? The mere fact that they must fill out a form to get your ebook, whitepaper or brochure will cause them to attribute greater value to it and see it as more authoritative.
Thoughtleadership and education Financial brands use whitepapers, webinars, and reports to establish credibility and educate consumers on products like investments, credit, and insurance.
B2B thoughtleadership marketing is not clearly understood by most small to mid-sized manufacturers I talk to regularly. Table of Contents The 95-5 Rule: Guidance for Industrial Sales What is B2B ThoughtLeadership? What is B2B ThoughtLeadership? Don’t be so quick to dismiss this idea. Don’t believe me?
ThoughtLeadership Content One of the most effective marketing tactics is thoughtleadership content. A survey of more than 1,300 business decision-makers found that 91 percent of business decision-makers considered thoughtleadership either important or critical.
Mobile book reader apps, including Kindle for your iPhone or iPad, are another great way to stay up on the latest whitepapers that have book-quality thoughtleadership. Mashable has a great article that lists these book sites. You can find these free chapters in our B2B Marketing Book Club.
What I thought was the exception was actually the norm. Hundreds of marketers have built robust lead nurturing programs, ranging from simple drip campaigns to sophisticated lead life-cycle campaigns , using only a few whitepapers or webinars. You can do this by creating papers like 10 ways how X, or top 5 initiatives to X.
The new generation of digitally savvy customers does a bulk of their product research online. In most cases, they’ve already made somewhat of an assessment about your products based on your digital platform. At the beginning of the customer journey , customers may become aware of your product or service but not quite ready to purchase.
At the very least, it should include the following: 70% original content: The bulk of your content should be original—articles, whitepapers, videos, case studies, webinars, etc. ThoughtLeadership: This is an invaluable status to have today. that have been created by your marketing team and are lead generating.
Do you want to increase visibility, establish thoughtleadership, enter a new marketplace, or launch a new product or service? Whether it’s bylined articles, whitepapers, how-to guides or videos, new content is the best way to drive new leads and engage with your customers.
The B2B marketing funnel is a framework that charts the journey a business-to-business buyer takes to purchase a product or service. While customers might not go through the marketing funnel again, you can transform them into brand advocates who help champion your product to others. Lets walk through the steps you need to get started.
Quick Takeaways : Webinar marketing helps B2B businesses establish thoughtleadership and convert qualified leads. With B2B marketing tactics ranging from thought-leadership blogs to complex email journeys , it can be difficult to determine what will drive real results for your business. Source: ON24.
Retail brands thrive in this space by aligning products with lifestyle preferencesfor instance, a fitness brand showcasing how its gear enhances workouts through aspirational, lifestyle-focused content. This includes whitepapers, webinars, and case studies delivered in an educational, expert tone.
The key is to present your information via numerous means, including articles, blog posts, eBooks, targeted email , FAQs, infographics, podcasts, reference guides, video demos, webinars, whitepapers, and workbooks, to name a few. E nsure that your content can be easily found. Need more help? and Maria Pergolino, Sr.
Can you imagine how easy your life would be if every website visitor purchased a product? Build thought-leadership and credibility. Consideration content includes: Thought-leadership content: Display your credibility through comprehensive ebooks, whitepapers, webinars, and more. Easy and done. .
The 2021 B2B Marketing Mix Report shows that content creation remains among the top priorities for digital marketers, and the accessibility and potential speed of production make it easy to understand why. But hiring an intern to write blog after blog about your products will likely generate little buzz.
Do they download a whitepaper? For example, by company size, lead source, channel, geographic areas, specific business units, or product lines. This gives you a solid basis for making the most productive marketing investments. You can pinpoint the impact of marketing investments on sales effectiveness and productivity.
Crafting a marketing message about a consumer product will have a vastly different tone and style than writing a letter to engineers. Observing and taking note of this can help you start to play with style and tone on different channels and for different audiences (say a whitepaper versus a Twitter account). Many times.
The major themes that emerge include tying content marketing efforts to business value, limited resources and internal tensions that hinder the content production process. Some marketers also struggle with building out a sustainable video content strategy that can product videos which can live and scale across multiple markets.
Now, every marketing team worth their salt is publishing content for their audience, from blog posts, to whitepapers, webinars, ebooks, newsletter, and more. Your whitepapers and ebooks don’t have to be hidden away and confined to your resources page. The bar has been raised and now creating more content isn’t enough.
Each email that you send should help your leads make an informed decision and get to the desired destination –hopefully, purchasing your product or solution. You should choose late stage offers that help identify purchase intent, such as product demos, buyer’s guides, etc. Please share your thoughts/comments.
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