I gave the keynote talk at ProductCamp Amsterdam last weekend on the changing nature of buying and selling and how Product Marketing can save Marketing from itself.
You might be in a position to hire some outside folks to help you create content. Just don’t think it’s going to be too easy.
There is a shift away from traditional brand marketing to a more revenue-centric approach. This shift requires a fundamental change in the types of programs we execute and the way we measure the results of those programs.
Establishing a marketing foundation involves understanding your customers, identifying major themes, interviewing subject matter experts, and developing a content plan.
In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.
If you are hiring a marketer and you want social media skills, how important is it that they are heavy social media users? Pretty darn important.
Marketers love Twitter these days for a list of reasons including using it converse with customers and influencers, sharing content and driving traffic to websites. There has been so much talk about Twitter in Marketing circles, you would think that everyone would have it figured out by now. I have been a fairly heavy Twitter user for the past couple of years and here are a few things I see folks doing that I believe are just wrong.
The shift in marketing from selling to buying will drive a shift in the way we market and the way we organize marketing departments. Are Messaging, Content, Customer Retention and Visibility getting the focus they deserve from your marketing team?
The marketing content we used to create compared with what we are building now is vastly different. Yesterday’s marketing content was about communicating, today it’s about building things that are useful.
Smaller companies I work with are often reluctant to try to influence customer buying criteria. The thinking usually goes that the customer knows what they want and doesn’t want to be actively “sold.” I don’t believe that’s the right way to look at it.