Content Marketing Archives - Making Every Word Count

Creative, Affordable Case Study Video Options Are Still the Best Way to Tell Your Customer Story, As An Essential Part of Your Brand Message

Understanding the customer journey is step one in effective marketing. Without a clear map of how your buyers think, evaluate, and decide, your efforts are guesswork. This journey is not linear. It’s messy, influenced by peer reviews, competitive research, budget timing, and internal priorities. Once you understand your customer’s journey, a case study video is the best way to share this understanding to help find new prospects.

For marketers, the job is to understand that journey inside and out. What questions does a prospect ask early? When does skepticism peak? Where does trust form? To answer these, you need data, interviews, and behavioral insights. Once you understand the path your buyer takes, you can start placing proof points at the right moments.

That’s where the case study comes in.

How to Create Marketing Content That Expands Business Value

Industrial innovation is accelerating. Manufacturing and service organizations are swimming in more data than ever before. But raw data alone doesn’t drive value—context does. And that’s where marketing content can play a critical role.

When marketers explain how technical capabilities translate to long-term value, they create more than awareness. They extend the impact of a value proposition. They move from selling features to selling future gains.

A Compelling Case to Invest in Quality Marketing Assets

Creating genuinely interesting and relevant content has always been difficult. In today’s AI world, it just got tougher. AI-generated content is easy to generate so some marketers are doubling down and producing even more documents and blog posts to capture attention and engagement. In this environment, quality marketing assets are essential. These types of assets significantly impact your marketing performance and budget. Are they worth it?

It’s Time to Break Down the Data Silos of Marketing!

New research suggests that Marketing organizations need to do a better job at breaking down the internal “silos” that separate functions and data. One of the reasons why this issue has emerged is that people like to keep a tight control their slice of the data “pie.” I thought it might be helpful to share some suggestions on what can be done to overcome this challenge to help unlock greater efficiency and performance with how Marketing teams operate – a win-win for all!

Data silos can be found in many places. Within a digital campaign, it might include contact information, such as name, title, employer, email address, and phone number. Event sponsorships might include a list of attendees; website visitors represent another source of contact information.

Over time, it can be difficult to keep track of all this information. And, to ensure the data is accessible and current. Further, with the changing data privacy laws and the fact that these records include Personally Identifiable Information (PII), it is now increasingly critical to know exactly where all this data resides.

How Much Content Should You Share?

In the world of content marketing, every marketer must make a decision on what information should be provided openly, and what should require registration to access. Traditionalists will argue that the concept is straightforward – information that is more valuable should be deemed “worthy” of registration to gain access. With registration, however, comes an expectation of future follow up, be it in the form of a call or email from the sponsoring party. This knowledge dissuades the reading of your material, working against your desired objective.

Today these lines are blurring, which is causing some angst for those of us involved in content marketing.