By Dale Wolf

Context is the connector to the customer. It establishes relevance to what the customer needs or is interested in. If we deliver a marvelous experience at every touchpoint, our chances of being listened to go up rapidly. The customer experience is often both emotional and realistic. It takes research about customer needs to make sure you are capable of delivering a better experience than ... Read More

By Dale Wolf

What brings a prospect into a buying cycle? The choices a prospect makes to satisfy aspirations or challenges. To understand the effect of a campaign, we need first to understand the cause. Usually, there is a combination of offline and online interactions across various touchpoints, many of which go unrecognized or recorded. Downloading an eBook is best understood by observing the prospect’s next action. The next action might be to contact the company or to answer the phone when the supplier calls. Or the next touch might be to continue a process of research about the supplier by visiting more deeply into the supplier’s website and that of similar suppliers. It is a series of actions and reactions.

In all cases, when a prospect takes an action, there are ... Read More

There are signs of life in the economy.

Bright glimmers of hope are starting to radiate from what had been some ominous, dark clouds of an economy that looked to be in retreat. Jobs continue to be created, industrial production is nearly back to its pre-recession levels, blue-chip stocks have re-couped their losses, and consumer confidence is finally climbing. These are the glimmers of hope that show an economy on the ... Read More

ADVERTISING SKULLDUGGERY

This Sunday, more than 111 million people will tune in to the big game – The Super Bowl –  to watch the 2011 football season come to an end. Many of them will be watching JUST for the commercials. However, over on YouTube, some of the ads have been leaked accidentally on purpose.

A REAL BARGAIN: 30 SECONDS FOR 4 $MILLION

While some ... Read More

Content marketing is about one thing: providing a great customer experience that helps grow your business. If the content is about anything else, it is fine art, like a diary or a painting that satisfies the artist but has no retail value.

B2B content producers are sales people who sell with concepts, words, illustrations; crafted together by a graphic designer. It is preparing the way for the salesperson to make his onsite visit with a prepared ... Read More

Joe Chernov, VP of Content Marketing for Eloqua, a revenue performance management company, expresses his dismay with the ‘boy’s club’ culture of content marketing, namely, excluding women thought ... Read More

As marketing content developers we should keep in mind how our content impacts trust and credibility with prospects, clients, employees and suppliers. Words are important. Buyers are absorbing content from all sorts of places. They evaluate emotionally and rationally if our promises sound true or too good to be true. When we accomplish trust and credibility, our marketing content will drive business.

• TRUST means ... Read More
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Content marketing, according to Content Marketing Institute, is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.

... Read More

Think like a Publisher

Developing and implementing a
marketing content strategy is today
the single most critical task
that B2B marketers must master.

Content has always been “king of the hill”.

The power of ... Read More

Bottom Line: Investing first in the quality of customer experience, not cost reduction of quantity of transactions, will determine who attracts and keeps the most customers in 2012.