Content marketing Strategy and Execution
Think & Create Like a Publisher –
Content Marketing Strategy
& Execution 
 Content marketing strategy and execution
Register for Focused Updates:
Content Marketing Strategy – Overview
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Executive:

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Marketing:

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Sales:

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bullet How does a content marketing strategy impact revenue growth, profitability and ROI for your organization? – View Vignette Vignette Audio Only transcript

bullet How does a content marketing strategy help marketing demonstrate its contribution to revenue, improve volume & quality of leads, improve customer's buying experience & control consistency of brand/message? – View Vignette Vignette Audio Only transcript

bullet How does a content marketing strategy improve your pipeline, mitigate risk and increase sales productivity? – View Vignette Vignette Audio Only transcript
     
Content Marketing Execution Methods – Overview
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Overview principles Think Like a Publisher – To execute a content marketing strategy, brands and marketing departments need to think like a publisher. But what does this really mean? – View Vignette Vignette Audio Only transcript

Narrated flow chart Content Preparation Process – Interested in how the rubber hits the road in content preparation? This is narrated walkthrough of the content preparation process deployed by effective marketing organizations, from 1-person marketing departments to global marketing giants, accompanied by a downloadable diagram and a content marketing readiness checklist – View Vignette Vignette Audio Only transcript Download Diagram

Think like a publisher Create Like a Publisher – Step from "thinking like a publisher" to putting it to action. Now it's time to "create like a publisher". We walk you through the principles of executing this successfully – View Vignette Vignette Audio Only transcript

Cause level model Cause Level Model – Are your product centric messages falling on tired ears? Learn how a cause level model helps you make the necessary shift to effective solution selling – View Vignette Vignette Audio Only transcript

Cause level model Content Audit (Inventory & Assessment) – A content audit is a key step to jumpstart a content marketing program – Visit Content Audit Microsite
     
Content Marketing Execution Practices
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Create / Acquire

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Content acquisition Content acquisition is all about how you plan. Get started with the
7 Building Blocks of Content Acquisition below.

Create Ideal Customer Profile Create Ideal Customer Profile – Your ideal customer profile will identify the customer needs and underlying issues that motivate customers to buy your solution, across all stakeholders & roles.

Align Content to Buying Cycle and Selling Process Align Content to Buying Cycle – Map your messages to every stage in the buying cycle. Vignette Audio Only

Define Customer Buying Questions Define Customer Buying Questions – Itemize what questions your customers will be asking at the various stages in the buying cycle. Here is an example. Access PDF document

Create Buyer Personas Create Buyer Personas – Ardath Albee gives you the keys to executing this step. Vignette Audio Only

Storyline Storyline – A storyline or editorial plan drives your content acquisition and ultimately your editorial process for releasing your content - just like a publisher. Vignette Audio Only

Magic Words and Landmines Style Guide – A style guide, tightly focused on customers, gives guidelines to employees, agencies & vendors responsible for creating content. Vignette Audio Only

Content Creation Workflow Content Creation Process – Establishing a process will provide team members with a method to deliver on the content acquisition, while engraining the principles of "Create Like a Publisher" into your organization.
Vignette Audio Only
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Manage / Organize

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Communications Ecosystem Communications Ecosystem – As you organize your content, you will want to keep in mind the communications ecosystem within your organization. Vignette Audio Only

Content Modules and Assembly Content Modules & Assembly – You will likely find a need for a content modules & assembly solution to sit in between your digital asset management system and your portal(s). Vignette Audio Only

Content Modules and Assembly Example – We have shared all webinar and related content from the "Feed the Content Beast" webinar as Avitage Collections, so you can see an example of organizing content in modules. After you click, scroll to the bottom and click on "Webinar: Feed the Content Beast" to view the content.
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Assemble / Tailor

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How to tailor content How To – Tailoring your content for frequent, day-to-day use introduces both challenges and opportunities. This Vignette demonstrates a highly effective way to manage this while meeting the ongoing needs of both sales & marketing. Vignette Audio Only
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Deliver

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Content delivery All forms of media – Delivering content requires the support for many formats, as your prospects will want to interact with content in different ways. This Vignette reviews a few of these formats. Vignette Audio Only

The list is ever growing and includes:

Related Content

AMA On-Demand Webinar – Feed the Content Beast – a practical, affordable approach to create the content that supports your lead management and sales enablement initiatives. With Ardath Albee, CEO of Marketing Interactions and Author, eMarketing Strategies for the Complex Sale; Jim Burns, CEO and Founder, Avitage;
and Anna Carbonara, Moderator, American Marketing Association webinar icon audio icon pdf icon

Webinar Extension – Use a Buyer Synopsis to Create Contagious Content – Ardath Albee & Jim Burns webinar icon audio icon

Webinar Extension – Apply 5 Catch Factors to Increase Content Performance – Ardath Albee & Jim Burns webinar icon audio icon

Avitage Collections – Feed the Content Beast – We have managed all "Feed the Content Beast" webinar related content as modules using Avitage Collections. After you click, scroll to the bottom and click on "Webinar: Feed the Content Beast" to view the content

Related Articles

Savvy B2B Marketing Blog – Create and Deliver Content Like a Publisher to Accelerate the Customer Buying Process – Guest Post from Jim Burns

SalesVPI Blog – Content Marketing Best Practices from Joe Pulizzi

MarketingProfs – 12 B2B Content-Marketing Practices to Ensure Success – 6 ways B2B marketers can create relevant content and six recommendations for B2B marketers to make a sales impact

Ardath Albee – Is What You Don’t Know Tanking Your B2B Content Marketing Efforts? – The importance of personas in your content marketing

Conversation Agent – Developing a B2B Content Strategy: Start with Who

Conversation Agent – Top Ten Reasons Why Your Content Marketing Strategy Fails

Conversation Agent – 50 Content Ideas that Create Buzz

Conversation Agent – Forget Influentials: in Viral Marketing, Context Matters

Conversation Agent – Kristina Halvorson, Content Strategy

Reputation to Revenue Blog (Rob Leavitt) – Editorial strategy: Why do B2B customers need your information?

Content Marketing Institute – Checklist: How to Ensure Quality Control in Content Marketing

Conversation Agent – Ten Reasons Why Your Content Strategy Fails

Junta42 Blog – 5 Steps to Content Curation

Featured Webinar Segments

  Create Content Like a Publisher – Practical Strategies to Create Content Tailored to Buyer Need

I. Why Create Content Like a Publisher? (8:49)

why create content like a publisher

II. How to Create Content Like a Publisher (13:01)

create content like a publisher

III. Case Example – Creating Content Like a Publisher (12:04)

creating content like a publisher

Case Example

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Turning a webinar into a content marketing vehicle
A summary snapshot of the Avitage process for leveraging webinars as part of a content marketing strategy – that we followed for "Feed the Content Beast"

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