Where do you begin in Content Marketing? Answer: Know your Buyers

Understanding of Buyers comes before Content Marketing (says award-winning marketing expert Jeff Ogden)

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Set your FREE meeting with this award-winning marketing expert today at www.findnewcustomers.com.

Lee Odden asked “What comes first” in (Content Marketing) on Google Plus to promote Michael Brenner’s presentation at Content Marketing World in Cleveland, OH. I highly recommend you attend this event, by the way.

And please note the Joe Pulizzi of The Content Marketing Institute is the author on the book Epic Content Marketing and was a guest on my show, Marketing Made Simple TV.buyer persona

Here’s is Lee’s email to me:

“*What comes first, content marketing strategy or budget? What types of visual content work best? Is measuring content marketing ROI really so hard? *

B2B marketing innovator and smartie +Michael Brenner answers these and more questions in an interview on content marketing – including an important business lesson learned from a childhood story.

This is a great preview to the content marketing smarts Michael will bring to the #CMWorld  conference coming up Sept 8-11 in Cleveland.”

Buy the way, looking at the websites of these companies in the Tampa area, I found one interesting thing.  Many were on social media – Twitter, Facebook, LinkedIn, etc., but almost none were doing content marketing – and I only found one, a law firm, with a Chief Marketing Officer on staff.  Terrible. My comment “Most of these companies cannot spell marketing.”

I think one of the foundation things companies should do in marketing is develop and use buyer personas.  But I also strongly suggest you leave the work to the trained and certified practitioners like Jeff Ogden of Find New Customers. Why? Only the trained pros know whom to interview, what to ask, how to collate what is learned and document the findings to drive content marketing.

I, Jeff Ogden of Find New Customers, was trained in the Master Class of The Buyer Persona Institute, so I have this great training. Thank you Adele Revella!

Do buyer personas with real pros and you will excel at Content Marketing!

If your company is looking for help from a very well-connected award-winning BtoB marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

In the Content Marketing Kingdom, Third-Party Experts Rule

Recently, a West Coast software firm hired Jeff Ogden, President of Find New Customers and Creator &  Host of Marketing Made Simple TV – and his world-class network – to write articles to promote their new product.third party

This company felt that having a third-party develop content and publish it would bring them great coverage – far great than they can do themselves.

I agree, and the post by this title at MarketingProfs.com verified their approach.

I’ll share some quotes here, but just click the link to read the  source post at MarketingProfs by Phil Paranicas.

In the Content Marketing Kingdom, Third Party Experts Rule

“A March 2014 study by Nielsen/inPowered MediaLab looked at three types of content—branded (company-generated) content, user reviews, and third-party expert content. Hands down, the expert content had the most impact on buyers throughout the purchasing cycle, the study found.

Why? The implied endorsement of third-party experts holds much more weight to consumers than anything a company can say about itself.

B2B marketers should take a page out of the B2C playbook, and actively seek out such experts. Before exploring the realm of third-party reviews, let’s take a quick look at both branded content and user reviews. They, too, can help build your content kingdom.”

Amen, Phil.  Let’s say you’re shopping for a new car, and your long time next door neighbor tells you about how great his 4 year old Subaru car is and how much he loves it.  Then you go to the dealer and a salesman says “This Subaru is a great car.”

Whom do you believe?  I bet over 9 out of 10 will say the neighbor.  He does not work for Subaru -so he has no vested interest. That’s the same problem marketers have. If they tell the world how great they are, few will believe them.

Phil’s article explains how to find these experts and woo them – so go read it.

I suggest more and more B2B marketing leaders look for top experts.

If your company is looking for a very well-connected award winning BtoB marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

Find New Customers now in Florida

The nicest company in B2B marketing today, Find New Customers,  is now in Florida, rather than New York.

Major announcement coming on Monday right here on this popular blog.Florida

To contact this award winning marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

How to get Started with Marketing – Step 2 – Content Marketing

If you read the earlier post on the importance of understanding your buyers using buyer personas then you are well on your way to getting started with marketing.

I’d also like to point out that the financial problems in the Wall St. Journal, like McDonalds, Wal-mart, and Cisco (bad numbers) point to need to develop better understanding of buyers and to do better marketing.

One of the guests on Marketing Made Simple TV (The show was held up due to my big injury and hospital stay) will be relaunched soon – probably with a new name like Simple Marketing TV, because someone took the old domain and http://www.simplemarketing.tv is available.) was Joe Pulizzi, founder of The Content Marketing Institute, who was a guest on the show and wrote the book Epic Content Epic Content MarketingMarketing – how to create great content and do less marketing.

One important thing to do is to create a range of content matched to a buying process.  I suggest if you don’t have a process in mind, you use the one found in our great white paper, How to Find New Customers, originally sponsored by Marketo. (Click the link to download it for free.)

  1. Untroubled/Unaware – either don’t have a problem or don’t care about it.
  2. Have Problem
  3. Need Solution
  4. Whom to Consider?
  5. Who’s Best?

One thing I recommend is if you don’t know the stage of the buyer, go for step 1.

I also suggest you start with a blog like this one. If you can create content frequently, the blog can become your home page for content.

Be careful. Focus on quality and not quantity.  To quote a post at The Content Marketing Institute:

“Products solve problems. If you’re a good content marketer, your content solves problems as well. Content that doesn’t solve a problem for users is just a distraction or a waste of time. Consumers need a reason to expose themselves to your content.”

He’s right. Don’t let your content give away your product.

To contact this award winning marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

When Doing Content Marketing, Create a Header for your Content

Failure to plan is the biggest problem in B2B marketing today!

In Lisa Dreher’s Marketing Made Simple TV “Anatomy of a Great Marketing Campaign” show, you learned how an award-winning marketing campaign was built upon a foundation of deep research and planning.  Skip this and your campaigns fall on their face. Ready, fire, aim does not work in marketing.

One way to plan in content marketing is to use content headers to document your content.

When doing content marketing, create a header that maps the exact purpose for your content.Epic Content Marketing This enables you to precisely place the right content for the right job to answer buyer questions.

You should include information in your header, such as:

  • The buyer persona the content is intended for
  • The date the content was refreshed
  • The branding for the content
  • The keyword(s) the content was optimized for
  • The author of the content
  • The buying stage the content is intended for

And so forth

This will enable you to categorize and catalog your content and ensure that you use the right content for the right job.

Want to learn more? You can learn a lot more about this topic by reading Joe Pulizzi’s great book, Epic Content Marketing.  My good friend, Jim Burns of Avitage, is also a top expert in content operations.

To continue this discussion, please hop over to my Google Plus page. I’m looking to use Google Plus more and more.

Jeff Ogden

Jeff Ogden, President of Find New Customers

“There’s no aspect of marketing that quality buyer personas cannot improve!”

That comment came from Adele Revella of the Buyer Persona Institute.

Joe Pulizzi of the Content Marketing Institute said in his book Epic Content Buyer PersonasMarketing that “audience personas” are critical to content marketing (Chapter 10- The Audience Persona)

Both Joe and Adele are right. To create great content, you MUST have a deep understanding of your buyers!

What do you need to learn? I recommend Adele’s 5 Rings of Insight

  1. Priority Initiatives – Where is the buyer dedicating time, budget or political capital, regardless of your product or service?
  2. Success Factors – What do your prospective buyers identify as the rewards of success?
  3. Perceived Barriers – What personal or business obstacles could interfere with their chances of success?
  4. Buyers Journey – How does the buyer identify alternative solutions, weigh his or her options and arrive at a decision?
  5. Decision Criteria – How does the buyer arrive at a decision from his or her alternative solutions?

Getting answers to those five Rings of Insights requires open-ended interviews with recent buyers. Unless you are comfortable doing those kinds of interviews, I suggest you leave them to trained professionals.

Simply sending out a survey is NOT good enough, because you have to predefine questions in a survey. Buyer personas reveal the unexpected.

To learn about the Buyer Persona services offered by Find New Customers, please visit Get Better Results – Get to Know Your Buyers with Buyer Personas. By the way, I also completed the Buyer Persona Master Class at the Buyer Persona Institute, so I do have expertise here.

What do you think? We love to read your comments and appreciate those who share on social media too.

To contact me, send an email to jeff dot ogden at findnewcustomers.com please.

2013-50most-badge-ogden 2012-50most-badge-ogden SLMA award

Engage MULTIPLE senses for best marketing results

B2B demand generation | Engage more than one sense for best marketing results

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For marketing content, you need to engage more than one sense for best results.

  • A beautifully graphic white paper engages sight.
  • A podcast engages hearing.
  • But a YouTube video engages both hearing and sight.
This is why online video is growing quickly.

Unfortunately a Giant Earslide presentation without a narrator does not engage hearing. I believe this strips the presentation of its soul.

Most presentations on Slideshare are silent. Why? Slideshare lets one add a YouTube video or audio track.

I find silent Slideshares very annoying.

Contrasting Silent vs. Sound

I have enormous respect for Charlene Li of the Altimeter Group who created this Slideshare presentation:

Her slides are beautiful and well-organized. She did a fabulous job creating them. One problem, Charlene – they’re BORING. Without sound, they simple do not hold my attention.
Contrast a Slideshare with sound, like The Power of B2B Lead Nurturing (from Find New Customers.)
Now we engage sight AND hearing. Which do you like better? Complete the poll and we’ll share the results.
What do you think?

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.