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Giving up on marketing content far too soon…..

Guest post by: Jeff Ogden

Article Overview: Drives me crazy when companies pull the plug too soon`

Giving up on marketing content far too soon…..

By Jeff Ogden, President of Find New Customers

Here are two examples of companies giving up on marketing content too soon.

1. The B2B Sales Lounge by OneSource (last post on April 21, 2011)
   
   This blog, which we used to write for this client, used to post every weekday without fail – featuring the top B2B sales experts on Earth. They told us they had a plan. Turns out the plan was pulling the plug.
2. The Definitive Guide to Making Quota – white paper
   
   This white paper was sponsored by Genius.com. But their VP of Marketing told me “It’s over a year old, so we’ll just give it away without registration.”

Give up on a blog and throw in the towel on white paper? Heavens no! Why throw away an asset when you can re-invest and re-imagine the content. Seems like such a waste.

Here are some ideas to re-imagine this content.

• Mix it up on the blog.

1. Invite guest posts.
2. Feature videos.
3. Hold a contest
4. Conduct a poll.

Blogs work best when you keep it up over the long run. Case in point, Fearless Competitor has over 57,000 lifetime readers, publishes about 14 times a week and has over 1.000 articles in the “can.”

• Record a video interview of the white paper author.

1. Post the audio to iTunes.
2. Post the video to YouTube, Metacafe, Vimeo, Viddler, etc.
3. Have a transcript done and turn it into several blog articles.

Or read How to turn a white paper into a great lead generation piece.

Contrast this to the white paper Marketo sponsored over 2 1/2 years ago. How to Find New Customers. In July of 2011, we averaged one download a day for this great white paper.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation



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Management Processes? - I'm a task-oriented person but I typically use processes when I go about accomplishing routine tasks. For instance when I draft new content for our content marketing campaign I always: -brainstorm a few related ideas -scope out a few actual pieces of content -outline/frame pieces of content -write the content -have the subject matter checked by my supervisor, rewrite, repeat -have the spelling/grammar checked by the technical writer (he's an expert proofreader) -put the content onto our CMS, have it checked by our webmaster -select publication date, enter it into the calendar -Profit. Do any of you guys manage yourselves/your employees/your tasks using any kind of process?
Connecting with Influential People - Thanks Martin! In "The Little Black Book of Connections", Jeffrey Gitomer suggests the following ways to connect with influential people (page 106): -Third-party introductions (best method). -Writing and publishing content. -Giving seminars/speeches so you can be perceived as an expert in your field and leader. -Attend social and business events. -Say or ask something powerful by doing research ahead of time. -Engage them by offering something of value first. Gitomer also stresses the importance of making more friends as well.
Re: Email Marketing, Permission Based - [quote="topeyinka":c0jwwo97]Thanks for this great informative post. I agreed with you on "email marketing" as one of the best internet marketing. And using double - opt -in will definitely help in email marketing. If we keep looking at the way spammers do send mail, one may say that days of "email marketing" are numbered but with double opt in, I think "email marketing" will still continue to work. Cheers![/quote:c0jwwo97] Offering a strategic mailing system and high quality content is much more important to me than a double opt in option. Offering something of value and not overloading your mailings is a long term plan to use email marketing effectively. A double opt in is over in the beginning - nothing long term and ongoing. I'd prefer opting in once and give me the option to opt out if the content isn't good enough. Shri
Re: What is Email marketing? - [quote="KH_Global":q1y907uc]Email marketing is good if you have good contact base and wants to get in touch with very often. Since you have a new site, you can go with online marketing activities and later do the email marketing activities. Thanks Robert[/quote:q1y907uc] I would agree with this, in order to do email marketing you would first need some sort of list of people to whom you are going to market or promote your business. If your website is still new I would concentrate more on adding content to it in the form of articles. The more content you have the greater the chance that your website will be listed by Google and other search engines and this will give you good exposure, it will also help to increase backlinks to your site which will result in more traffic. MichelleJ
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