Created with Sketch.
7 minutes | Mar 27, 2019
1.2 Ideation: Tap a Source of Content Marketing Ideas that Attract Your Prospects
In this show: a story of two marketers who need fresh topic ideas for their B2B content marketing campaign. They’ve tried brainstorming and got only stale, copycat ideas. Now they’re on deadline. Rachel has downloaded an "AI Ideation Bot" for content marketing. Dave is skeptical. We have some fun with artificial intelligence, then get down to the serious business of ideation. Good content topics are the most important factor in getting and holding a buyer’s attention throughout the buyer’s journey. Overused commodity ideas won’t stand out from the morass of content that your competitors are churning out every day. When the idea well runs dry, focus on topics that will help your buyers achieve some kind of business value. Value comes in many forms: customer experience, business agility, and dozens of other categories. Some kinds of business value are quantitative, some are intangible. Some are economic, some are strategic. See the examples in the companion blog post, "Ideation Using Goals with Business Value." Your content has to match the intent of the buyer at a particular stage of their buyer’s journey. Download my template for a planning spreadsheet with the steps of the buyer’s journey down the left side, and columns for two or three big-picture objectives for your target audience. Use that to map content (and channels) to the journey. Where do you get content marketing ideas to fill in the boxes of the spreadsheet? Talking to customers is the best way to learn about high-priority objectives and sources of business value. If you can’t talk directly to customers – for example if you sell through protective channels – do some detective work. This show offers a list of great suggestions for discovering business value and topics related to it. The blog post recommends even more sources. When you develop empathy for the progress your audience is trying to achieve, and your brainstorming is inspired by your customer’s big picture, you’ll find way more topics than you need. Subscribe to Debug Marketing Don’t miss any of this season’s shows about content marketing. Each show takes on one common barrier and suggests uncommon ways to overcome it. For links to the major podcast platforms, our RSS feed, and more, visit http://P5Group.com/debugmarketing
2 minutes | Mar 12, 2019
Ask Debug Marketing: Why Do You Use Parables?
Each show illustrates a problem using short role-play stories. Here's the reasoning behind this format. And how it relates to upcoming show 1.2, which is about content marketing ideation.
7 minutes | Feb 19, 2019
1.1 Overcoming Friction: Positioning Content Marketing to Succeed with Consensus
In the first show of this season a marketing manager is experiencing internal friction in her B2B content marketing program. Her mentor shows her a formula for two simple sentences that will reduce the friction – put an end to the contention, pushback and procrastination – and get the program back on track with consensus and commitment from the extended team. The characters in this parable, Rob and Emily, collaborate to write a crystal clear objective using a format familiar to marketers: the positioning statement. By asking a few questions and filling in the blanks of a formula, they create a positioning statement for the content marketing program. Then, by building consensus around this succinctly stated objective, Emily will get the support she needs. Like Emily, your objective is for your company to be a trusted resource for its target audience by delivering content that helps that audience to achieve a specific business value. The positioning statement answers who is the audience, what value they seek, how the content on specific subjects is useful to that audience, and how it’s different from other sources. Here’s the formula: “For [your audience] in [a target market], who seek to [achieve a business goal with value], we are a trusted source of information on [specific subjects]. Unlike [another highly trusted source], we [differentiate our content or delivery].” Example for financial analytics: “For CFOs in manufacturing, who seek to improve financial performance, we are a trusted source of information on applying analytics to operational decision making. Unlike software-centric blogs, we deliver insights from CFA certified financial analysts.” This isn’t something that you would say to a prospect, it’s purely an internal statement to guide your plans. Keep it simple. Positioning statement for this show: “For marketers in B2B technology companies who seek to increase marketing’s contribution to revenue, we are a trusted source of information on solving specific problems in marketing. Unlike blogs and courses, our podcasts deliver ideas to your ears while you bike, commute, or otherwise go about your day.” Rob advises Emily to get consensus and commitment around the statement they write together. With everyone on Emily’s extended team in alignment, the company can be a trusted source of content for its audience, understand what buyers and influencers need, and be the place they find it first. A companion blog post “Consensus and Commitment on Marketing Objectives” describes techniques for building consensus and commitment, including an advanced consensus technique. Subscribe to Debug Marketing Don’t miss any of this season’s shows about content marketing. Each show takes on one common barrier and suggests uncommon ways to overcome it. For links to the major podcast platforms, our RSS feed, and more, visit http://P5Group.com/debugmarketing Become a Patron Support this show and get extras available only to patrons. Become an Underwriter for $99 monthly, or pledge just $9 per month at the Problem Solver tier, or Follow the show for free. http://Patreon.com/debugmarketing
3 minutes | Feb 19, 2019
1.0 What This Podcast Is About!
Content marketing can be very cost effective for B2B technology companies, but sometimes things go wrong. So, what’s crashing your marketing program, and how can you fix it? That's the subject of this season of the Debug Marketing podcast. Each show in this season takes on one common barrier and suggests uncommon ways to overcome it.
Terms of Service
Do Not Sell My Personal Information
© Stitcher 2022