After River Phoenix's dad, the second most significant John Bottom on the web. (check it out if you don't believe me.) That's not counting John Bottom, the insolvency lawyer in British Columbia. Or John Bottom of Lincoln who, according to judicial records, was indicted in 1767 for the theft of 32 pounds weight of raisins. We're a distinguished bunch, we Bottoms, and I just happen to be the side of the family that works in B2B marketing. I do it because I like it and have been fairly successful in helping clients plan and implement content marketing strategies that brings them results. And it pays better than stealing raisins. You can follow me on Twitter @basebot.
You likely have a handful of willing content creators inside the organization: the image-conscious CEO, the social media-savvy sales guy, the product evangelist. But they are finite resources.
In fact, I was having a conversation with some folks from CMI and they told me that in their recent talks with marketing leaders (more on that soon), one of the biggest challenges facing teams is figuring out a way to use all of the internal knowledge and turn it into useful content.Continue Reading
The recently released Buyersphere Report 2011 on shifting trends in buyer research behavior is particularly interesting for two reasons:
Here are some highlights that may help inform your own B2B marketing plans.
Over the last few years there have been some excellent examples of content marketing that have helped brands position themselves as experts in their field, and they have enjoyed direct business benefits as a result. Yet there are also accounts of campaigns that have swallowed up budget without producing real results.
The reason that some succeed and some fail is that, to be effective, content has to be more than just good: it must be compelling, fulfilling, convenient and efficient. I believe good content needs these four characteristics, so I offer this quick guide as a checklist to content marketers to ensure your content works for you.Continue Reading
