So, you have a content marketing strategy in place, and you're delivering content via your website on a consistent basis, but you're just not generating leads. What's up? Well, there may be several factors at play. Let's take a look at a few of them:
"You don't build it for yourself. You know what the people want, and you build it for them." - Walt Disney Disney is a master at the customer journey. If you've ever visited one of their theme parks, you know the experience begins well in advance of your actual arrival at the gate. It starts on the drive toward the property, broadcasting from their own radio station - providing you information for the next steps of your journey. Every opportunity to make it easier for you, they do. Every opportunity to brand the experience, they do. Every opportunity to differentiate the customer experience from the competition, they do. They are masters at knowing their customers, and mapping every aspect of their customer's buying and experience journey. Getting into the heads of your customers, or "customer journey mapping" or "experience mapping" allows you to better know them, meet their needs, and anticipate their wants. It provides your organization the advantage of knowing what to do for your customers at any given place (marketing channel) or time (buyer's journey).
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Don't try, just do. This is a mantra in the world of B2B tech startups. Why? When you're looking to carve out market share in a competitive landscape, or create a whole new category, you have no time to wait on fully-baked long term strategic plans based on massive data-driven analysis. If you do, your business will be over before it had a chance to start, because someone more responsive (namely "Jack be nimble, Jack be quick") will enter and grab hold of the market before you. If you follow what's going on in the world of marketing, you know one of the most talked about trends is agile marketing – the application of Agile and Lean software development methodologies to modern marketing departments.
It's the New Year and the first full week back at the office. You're thinking ahead to how you plan to grow your business this year. You've already identified a few new market segments where you see opportunity, and you just need to execute on it. Starting now. The biggest challenge in entering uncharted territory is the time and research it takes to get up to speed on that whole new market segment. You and your team have the resources to handle the day-to-day once the plan is defined, but there just aren't lot of idle hands to dedicate to learning those new niches and identifying ways to reach them.
As we near the end of 2014 (can you believe it?), and we wrap up the last of our vacation days away from the office, the New Year is just around the corner. And with the New Year comes a whole new plan for content marketing. You probably already have at least part of your 2015 editorial calendar complete (at least through the first couple weeks of January), and may be in the process of flushing out the rest. But whether you are sticking with your current editorial calendar tool, or looking at alternatives, we have a few things for you to keep in mind.
Enough is enough. With a million things to do, and not enough people or time, your small marketing team is strapped. You simply can't stay on top of the content required to carry out your marketing initiatives. You've decided it's time to outsource some or all of your content marketing needs. This was no easy decision. The content you publish on behalf of your organization is a direct representation and reflection of your brand. How can an outside marketing agency know the ins and outs of your business and customers? How can they be expected to suddenly transform into subject matter experts? Will you spend considerable amounts of time bringing them up to speed only to discover they don't meet your needs?
Know your audience. It’s the most important thing you need to know in public speaking, writing, performing, selling…well, basically any form of communication. How that audience is described may be done through a variety of terminology… be it target demographic, target audience, buyer personas, customer insights, the 5 W’s, user or customer or buyer profiles, etc. But at the end of the day, they all essentially mean the same thing: knowing your audience. And why is knowing your audience so important?