Archive | November, 2014

Content marketing: a customer-centric manifesto

Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view, the outside-in view as part of a broader ubiquitous optimization mindset. Creating business […]

Continue Reading

Video: Most Leads Are Not Ready To Engage But They Will Be – Embracing The 95/5 Rule

Professional service marketing leaders often become frustrated when they look at the conversion rates of leads who have accessed their content. Here is what I mean. The marketing function will produce and provision all sorts of content in a given month. This might include blog-posts, infographics, articles, webinars and videos. Smart professional service organizations are […]

Continue Reading