Tackling Content Management with BtoB Magazine

Last month, BtoB Magazine asked me to speak on a panel as part of its NetMarketing Breakfast Series at the Hotel Nikko in San Francisco on February 16. BtoB’s NetMarketing Breakfast events explore how b-to-b marketers use the Internet to communicate with customers and prospects. Together with Kevin Cox from SAP and Pam Didner from Intel, I shared a short presentation showing some examples of effective online marketing campaigns that we executed here at Xerox. 

My presentation examined two case studies: Xerox’s Real Business Live and Xerox Global Services’s Thought Leadership campaigns — both of which feature an integrated array of online, broadcast, and conventional marketing approaches and tactics.  You can download a copy of the presentation from BtoB Magazine’s site if you are interested in seeing more.

As a follow up to this panel, the writers at BtoB asked me to comment on the following question:

“How are you managing content for marketing?”

You can see from my response, that I answered the question quite literally while Pam and Mark Wilson, VP Corporate Marketing at Sybase — who I know from my analyst days and have admired his work on provocation marketing, provided more high-level advice.

Looking at the topic of content management best practices more broadly, I would echo Pam’s advice that “content is king, but creative is queen”. It’s not enough to have interesting content, but you have to present that content in a way that engages the audience and compels them to interact with you. I think good storytelling is key to making content compelling and relevant. As are proper grammar, clear writing, and the ability to write copy that reflects your customer’s concerns, not yours.

Central to any B2B marketer’s narrative should be your clients and the stories they tell about how you helped them to solve difficult problems or to make their business operate more effectively or efficiently.  So marketers, worry more about developing, presenting, and syndicating your content than “managing” it.  Because getting buyers and customers to talk about you is what gets others to notice.

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