The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that...
It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that...
When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often...
How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still...
“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a...
Many times in this space I’ve talked about the virtues of content syndication as a low risk way for companies to generate a consistent stream of low cost, in-profile leads. However, when we introduce the topic to potential clients we very often hear comments such as:...
