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Top 3 Reasons Your Content Marketing Program Fails

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Why Your Content Failed. Handwritten list of reasonsEveryone in B2B marketing says content marketing is important. Everyone is increasing content marketing’s share of the budget. And yet most B2B marketers don’t feel like their content marketing is effective. (Stats available from CMI’s benchmark report).

The outlook seems grim. Marketers are pouring more and more into something they aren’t confident in. These aren’t just small test budgets, content represents a big portion of overall marketing budgets as well. Yet confidence in the effectiveness of their content programs remains low.

So why do programs fail? Time and time again, B2B marketers keep making the same mistakes. Here are the top three reasons, based on my observations and conversations with other marketers, why content marketing initiatives fail. [Read more…]

Social Media’s Missing Ingredient

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[Clock] You Have Time. [Calendar] Do You Have Time?

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You are ready for social media. You have staff, tools and resources. You have a clear strategy, well-defined goals and an execution plan. You have executive support.

But how long will it last? How long will you have the resources and support you need?

Your social media program needs time. [Read more…]

Five Marketing Changes You Need to Make

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CardsIf B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing, it is how marketing has evolved in response to the evolving buyer.

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. This change has turned demand creation upside down. In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process. [Read more…]