Before you begin any content marketing campaign, you have to articulate goals.
There are two types of goals: strategic and tactical.
Strategic goals will go directly to your purpose: the why.
In theory, strategic goals should be relatively straightforward. You wouldn’t be creating a campaign if you didn’t have a strategic goal, right? [Read more…]
In 2015, I was tasked with launching a new product into the hospital market named, Readmissions Analytics. This product was intended to help hospitals deal with a new financial penalty that the Centers for Medicare and Medicaid Services (CMS) imposed on them for what they deemed as excess readmissions, that is, people being discharged from the hospital and then returning in less than thirty days over a certain threshold.
Since this was a new product that dealt with a new problem, there were several challenges that needed to be overcome to gain marketplace acceptance. Not the smallest of which was gaining the attention of decision makers and influencers in the crowded hospital space.
The Content Driven Product Launch is the story of the content marketing campaign that launched this product into the marketplace. [Read more…]
Coordinating marketing campaigns with sales activities is the key to B2B marketing success. Marketing and Sales must be aligned in order to experience the scale that inbound marketing or account-based marketing campaigns can provide. [Read more…]
Marketing is marketing. The basic fundamentals are as true today as they ever were.
You must understand your audience – their hopes, their desires, their problems, and their fears.
You must differentiate your offering and strive for a market position that is unique, sustainable, and profitable.
All other strategies and tactics build out from those premises. [Read more…]
In a perfect world, it would be ideal if individual salespeople could be so engaged, so knowledgeable, and so polished that every one of them could create stunning, thoughtful material to share with their prospects and customers on social media.
However, asking salespeople to create content from scratch to fuel their social selling initiatives comes with peril and is a bit unfair. [Read more…]