The shift toward revenue as a marketing objective has been happening for years. Being responsible for only leads leaves zero incentive for making sure they are high quality. Businesses have started to realize this and continue to move the goal line from leads to qualified leads to qualified accounts and eventually revenue.
So if marketing is going to share a revenue goal with sales, it is now of the utmost importance that marketing do what it can to help sales close those qualified accounts. Unfortunately, this is the biggest gap in content marketing responsibility and output. This may fall to product marketing or even a dedicated sales enablement team. But most organizations don’t have those extra resources and content marketers need to step up.
Originally published by MarketingProfs
I write whitepapers for a living. Thanks to my background in engineering, I typically handle high-tech content for complex products and services. But in working with clients I can tell you that even the most complex material can be fleshed out in simple ways to produce amazing whitepapers. Here are my top 10 ideas that I share with clients to harvest information so I can quickly write high-quality whitepapers that engage their target audience.
Whitepapers are a lot of work. Which is why it is incredibly disheartening when they underperform. The good news is that the common issues with whitepapers can be easily fixed by modifying your approach at the start of the project. Read on for the most common mistakes I see during client audits and my simple tips to fix them.
As a content lead, you care about the quality of content that your team is releasing to the wild. You likely spend a great deal of your time planning content strategy and brainstorming themes. You make sure that everyone knows their role in the orchestration of the content engine. But is auditing a part of your role? If you truly want to improve content performance, you may need to take a closer look at your content—and I don’t mean your assets.
If you’re a marketing leader, you are likely struggling with more on your ‘to do’ list than your team can handle. Part of that is lack of resources relative to your objectives, but the other factor is inefficiency of internal resources. And while I’m sure most of you work hard to be as efficient as possible, studies show that most corporate employees spend over half their time in meetings and managing email. It’s just part of corporate life no matter how much we attempt to protect our teams from it. So what can marketing leaders do?
The answer is to embrace the gig economy. In this post I’ll do my best to explain what the gig economy can do for marketers and how to take advantage of this growing opportunity.
Content marketing has done wonders for demand generation. If done correctly, it can organically engage, educate and bring target buyers into your pipeline. However, as marketing departments established content marketing groups and processes, often times key concepts slipped through the cracks. This is particularly prevalent in larger organizations I work with where aspects of content marketing are handled across multiple departments.
After working with many companies on their content marketing, here is my list of the five most common content marketing mistakes I see and tactical advice for how to fix them.
Product marketers. They are the golden goose of software companies. This mythical combination of technical product knowledge and writing prowess. Marketing is depending on them for a steady stream of whitepapers (a.k.a. golden eggs) so they can generate demand for the business. It sounds wonderful, but alas, it is really more of a fairy tale.
The Reality of What Product Marketing Does
According to Pragmatic Marketing’s Annual Survey, on average product marketers work 46 hours per week and 53% of that time is spent in meetings and managing email. Another 20% is spent supporting development efforts and 15% is spent helping sales with existing customer deals or prospects. That leaves a measly 9% of their time spent creating and reviewing marketing materials. Not a lot of golden eggs can be created in 4 fragmented hours a week.