Are You Giving Them A Reason To Find You In The Digital Ecosystem? Many leaders of small to medium-sized professional service firms believe there are hundreds, thousands or maybe even hundreds of thousands of great new prospective clients out there. But these service firm leaders often struggle to find the prospects and pull them into […]
Tag Archives | content strategy
Lessons Learned From Benjamin Franklin Benjamin Franklin gave away some of his best inventions and ideas. He published them in his newsletters for free. They were distributed to most of New England. While other people were attempting to commercialize and control intellectual property through patents, Franklin openly shared his ideas with everyone. We all know […]
A few years ago I was consulting with an IT enterprise architecture firm. We began by conducting qualitative and quantitative research for this company. I secured an interview with the CIO from one of the big three credit reporting agencies. Sitting down with this very sharp gentleman, I asked him what he looks for in […]
I believe the B2B world is about people connecting with people. I often say there is only one business. There has only ever been one business. There will only ever be one business. The people business. As B2B people, we already know this. That being said, people are connecting with each other and with ideas […]
An in-depth overview of the different steps in the content strategy and a 3-D content mapping model.
Now more than ever, content is king. Marketers, on average, spend more than a quarter of their marketing budget on content marketing. And in 2011, marketers distributed more business-to-business content on Twitter, Facebook, YouTube and LinkedIn than ever before, according to the Content Marketing Institute. For this reason, marketers have willingly assumed the role of […]
In a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “Secrets of Case Study Winners.” That discovery was that the “winners” created benefit for the client. As a result, they get more case studies from their clients, to the delight of their sales forces. In contrast, […]