Posts Tagged ‘content strategy’

A Useful and Generous Contribution

Wednesday, May 12th, 2010

I have Seth Godin to thank for the wonderful snippet of insight below. Not that he’s aware of my gratitude. But, as one of his millions of blog followers, I appreciate his crisp, revelatory emails that land every morning in my inbox. This one is after my own heart.

Instead of paraphrasing, here it is, word for word.

“Sentences, Paragraphs and Chapters

It’s laughably easy to find someone to critique a sentence, to find a missing apostrophe or worry about your noun-verb agreement.

Sometimes, you’re lucky enough to find someone who can tell you that a paragraph is dull, or out of place.

But finding people to rearrange the chapters, to criticize the very arc of what you’re building, to give you substantive feedback on your strategy–that’s insanely valuable and rare.

Perhaps one criticism in a hundred is actually a useful and generous contribution in your quest to reorganize things for the better.

[And for those in need of subtitles, this isn't a post about your next novel. It's about your business, your career and your life.]

Four people tell you that there was a typo on the third slide in your presentation. A generous and useful editor (hard to call them a consultant), though, points out that you shouldn’t be doing presentations at all, and your time would be better spent meeting in small groups with your best clients.”

Here’s where to go for more Seth.

Take a look at what Amanda O’Donovan’s clients say about her useful and  generous contributions. For more of the same, you can contact her at 416.456.3859 or amanda@amandaodonovan.com

How to Squeeze Every Drop of Juice From Your Content

Friday, October 30th, 2009

Stephanie Tilton is a member of the blogging team at Savvy B2B Marketing. Earlier this week, I followed the breadcrumbs from one of my LinkedIn groups to her blog post, How to Squeeze the Most Life From Your Content. In it, Stephanie tells us about an Executive Benchmark Survey of B2B marketers conducted by Bulldog Solutions and Frost & Sullivan, which discovered that, “Nearly half of marketers don’t think (or aren’t sure) they have enough content to fill their marketing needs.”

What really caught my attention was a suggestion from Frost & Sullivan’s Director of Global Marketing, “In addition to mapping content to the buying process and buyer personas, you need to understand how long your assets can reasonably deliver value.” According to Stephanie, he divides the general buying process into the following three stages:

  • Gain Permission
  • Overcome Objections
  • Support Decisions

When it comes to lead generation and conversion — which is, after all, the purpose of your content — it turns out that not all information has the same shelf life. At the point you’re attracting prospects, plentiful, frequently refreshed content is critical. When you reach the second stage of the buying cycle — educating prospects to overcome objections — it seems that you can expect content to have a life of approximately 6-10 months. And this is when you’ll be concentrating on producing whitepapers, web content, thought leadership articles etc. The final stage — when your content serves as a call-to-action to convert opportunities — you should concentrate your focus on content like case studies, testimonials and references. According to the article, these content assets can last for years — but you should always update them to reflect changing industry trends.

There’s more great information in Stephanie’s article. Make the time to follow the link and learn how to give your content the squeeze.

Amanda O’Donovan is a Toronto-based freelance content creator who helps B2B clients get the most from their marketing materials. Talk to her at 416.456.3859 or amanda@amandaodonovan.com. 

Blog Link to Web Ink

Tuesday, October 6th, 2009

Do you keep your valuable content behind gates, or make it free for all to see? The debate continues about whether registration should be required in exchange for content such as ebooks, whitepapers or research reports. Some say that gated downloads produce valuable sales leads. Others argue in favour of making content freely available in order to raise your profile through the viral spread that follows. Take a look at a recent post by David Meerman Scott, who advocates saying no to squeezing your buyers.

Amanda O’Donovan is a Toronto-based freelance copywriter who creates valuable content for a wide range of B2B clients. You can contact her freely at 416.456.3859 or amanda@amandaodonovan.com