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Re: Eloqua's Joe Chernov Talks Content Marketing - Blog - Social Nerdia

brittonmanasco — Sun, 06 May 2012 13:34:07 -0000

Esteban, Great interview! You
evoked some truly pithy and insightful responses from Joe. I especially love
the focus on "premium content" over prolific content. Joe and the
folks at Eloqua have certainly proven to be a great example in this regard. I
also believe there is much wisdom in the comment about getting as many people
involved as possible to facilitate distribution. And, finally, I like the
emphasis on taking the long view and remaining committed to the craft of
marketing as a key to success.

One thing I do think we need to get more sophisticated
about, however, is creating a sense of urgency among buyers. I suspect we
are leaving much money on the table by letting buyers follow their own
journeys. Future growth will increasingly revolve around provocation --
creating urgency to initiate new journeys as opposed to just servicing existing
demand (and passively waiting on lead scores to reach certain thresholds in
order to take action). Best, Britton

Re: Is ‘Voluntary Registration’ Smart Marketing for White Papers?

brittonmanasco — Mon, 20 Jul 2009 20:28:02 -0000

I think it's worth recognizing that, generally speaking, free, reg-free content works best for individuals selling books and seeking speaking gigs. It's less clear to me that companies that sell complex solutions with a high price tag can benefit from this approach. They MUST HAVE registration information if they are to 1) track prospect behavior on their sites (using one of today's growing array of marketing automation tools); and 2) diligently follow up with their prospects (who often appreciate the effort and are inclined to end up working with the companies that have shown they care enough to keep up with them).

What did Woody Allen say? 90% of success in life is showing up. Well, you can't show up if you don't know where to show up because you didn't gather any registration information in the first place.

Re: Is ‘Voluntary Registration’ Smart Marketing for White Papers?

brittonmanasco — Mon, 20 Jul 2009 20:26:14 -0000

What did Woody Allen say? 90% of success in life is showing up. Well, you can't show up if you don't know where to show up because you didn't gather any registration information in the first place.

Re: Is ‘Voluntary Registration’ Smart Marketing for White Papers?

brittonmanasco — Mon, 20 Jul 2009 13:44:14 -0000

Good insight...didn't consider that one. Maybe the Docmetrics product engineers need to get to work on that one.

Re: 10 Reasons to Write Your Business Book Now

brittonmanasco — Wed, 12 Nov 2008 23:53:01 -0000

As someone who is wading deep into the process, I appreciate the insights -- and the pep talk. You've got some great insights here and you attracted still more comments from folks who have advanced your argument.

I think it's important -- in this age of surface-skimming "tweets" -- that individuals be encouraged to dive deeper and actually contribute to the body of knowledge in their subject area.

I'm not sure I would hire someone who can't get through an airport without alerting his or her "followers" that he/she has departed or arrived. Someone who takes the time to build a sustained case for their area of subject expertise, it seems to me, is much more likely to build lasting credibility.

Britton Manasco
Illuminating the Future

Re: Mad Men Gets All 2.0

brittonmanasco — Wed, 22 Oct 2008 17:28:45 -0000

Help, I'm being followed by Betty Draper on Twitter. Anyway, as a fellow mad men fan, I thought you might enjoy this piece: http://www.brittonmanasco.c...

It’s called: Are B2B Marketers Acting like Mad Men?

Best,

Britton Manasco
Illuminating the Future

Re: 3 Ways to Stay Afloat in Tough Times

brittonmanasco — Sat, 18 Oct 2008 19:32:27 -0000

I might add one more: Explore partnerships. It seems to me that there is great potential to marry great copy and content with the marketing engines that quantifiably generate and nurture leads. They need what you have: the ability to create compelling content. You need what they have: the ability to measure the impact of your efforts.

Britton Manasco
Illuminating the Future

Re: Please, Sir, May I Have Some More (Budget)?

brittonmanasco — Sat, 18 Oct 2008 13:36:49 -0000

Excellent post. Given the number of comments, I think you've also hit the raw nerve. I agree, as you suggest, that it's best to do demonstration projects and build momentum based on demonstrable success. Skepticism must be overcome with the results.

Britton Manasco
Illuminating the Future

Re: Are IDC White Papers Credible?

brittonmanasco — Fri, 25 May 2007 10:11:16 -0000

I wouldn't make the case that we (as white paper authors) are objective; that isn't our role. We are essentially advocates for our clients who bring an outsider's perspective to the project. We help them craft and present their ideas in the most compelling way possible. We are more like speech writers than independent journalists.

However, I believe our product is an honest one. There is no question about who is behind it and what their agenda is. It is branded thought leadership by the seller that puts its logo on the piece. It strengthens a company's position in the market while providing insight to the prospect.

By contrast, white papers that bear the logos of an IDC or an Aberdeen are designed to create an illusion of objectivity. Because the prospect is thought to not know any better, it is believed that that these analyst "brands" lend credibility to the content. That may or may not be true. The reader may or may not make any distinctions between an objective Gartner piece and a paid-for IDC one. They may or may not help the original sponsor generate leads.

I'm merely saying that the "sponsored" pieces are deceptive. They seem to project an aura of independence that, in reality, does not exist.

While there may be a case for experimenting with these kinds of relationships (mostly because the paid-for analyst firms have mechanisms to help you generate leads), I would not rely on them. Companies should brand their own thought leadership. When they pay IDC or Aberdeen to write a white paper, they are giving away their best ideas and perspectives (to the analyst that will interview you) without building a thought leadership platform of their own. That's a strategic mistake. To build trust in the marketplace these days, one must become a thought leader.

Re: Are IDC White Papers Credible?

brittonmanasco — Fri, 25 May 2007 09:46:32 -0000

There are important distinctions to be recognized among analyst firms. Some are happy to do "pay for play" work. IDC will write white papers for a sponsor. So will Aberdeen and a host of others. These pieces inherently lack credibility -- even though they may be somewhat informative.

However, a few companies -- including Gartner and Forrester -- get most of their revenue from technology buyers (instead of the sellers). These companies offer a far more credible and independent product. They are less likely to bend to the interests of a single vendor -- though a smart analyst relations program can help a vendor strengthen its own coverage.

No one is perfectly independent -- not even ComputerWorld (which derives a majority of its income from vendor ads). But it's worthwhile to recognize these distinctions and rate their credibility appropriately.

For more on this, see Analyzing the Analysts: http://www.brittonmanasco.c...

P.S. I think IDC is generally still a very good source for quantitative (i.e. market share and market growth) information even if its "sponsored" white papers are suspect.

Re: January Blogtipping - Blogs Worth Examination

brittonmanasco — Fri, 05 Jan 2007 20:18:43 -0000

Mike,

This is terrific -- and quite a compliment. You've inspired me to rev it up this year with the new posts.

Thanks again,

Britton

Re: Two Reasons Numbers Still Work in Titles

brittonmanasco — Tue, 28 Nov 2006 19:51:49 -0000

Numbered lists also are a promise. They promise you a certain outcome. You get the "5 most important" or the "10 greatest." You know what you are going to get before you make the investment of reading -- or tuning in. Where would Letterman be without them? Or Stephen Covey? or Dick Clark?

Re: Lessons From a Well-Formatted White Paper?

brittonmanasco — Tue, 28 Nov 2006 19:33:43 -0000

Thank you for bringing this piece to our attention. I love the idea of having industry luminaries featured in such a dramatic way. I also like the idea of starting sections with oversized paragraphs -- reminds me of Esquire Magazine. Formatting is the issue. How much added cost -- would you imagine -- does this design work add to the cost of the piece?

Re: Prolific Writer, Robert W. Bly Pens His Last Book

brittonmanasco — Thu, 05 Oct 2006 22:00:36 -0000

Oh, come on. I don't believe it. This sounds like Barbra Streisand's "farewell" tour. We seem to hear more about her now that she is retired -- and her benefit shows still bring in the big bucks. I want to know what the real story is here. I simply can't take this one at face value. Captain Bly isn't ready to sail off into the sunset.

Re: Writing White Papers Becomes Bestseller

brittonmanasco — Sun, 10 Sep 2006 03:18:51 -0000

You have defined and elevated a category of commerce! You are now Mr. White Paper!!! As someone who makes a living in the realm of white paper creation and marketing, I know that's no small achievement -- and know the wave you create will lift all boats.

Best,

Britton

Re: Listen and Learn: A Podcast on White Papers and Podcasting

brittonmanasco — Mon, 14 Aug 2006 18:25:00 -0000

I imagine that podcasting has a much better future in association with white papers than without them. The trouble with podcasts on their own is that they are a slow paced and linear medium in an era of non-linear, multi-taking and attention deficit disorder.

The white paper helps you browse and navigate the content in a way that the podcast (at this point anyway) does not. Of course, you can listen to podcasts in traffic and when you are too tired to read anymore.

As for listening to them when you exercise, I think that's a bad idea. Better to take the head phones off altogether and let the mind run free. It's during an evening jog that I get some of my best ideas.

Re: Attorneys and White Papers: The Common Thread

brittonmanasco — Thu, 27 Jul 2006 17:07:02 -0000

Great post. Metaphors are powerful and this is a compelling one. Like you, I think the best lawyers -- and writers -- have a very disciplined process for engaging in the "discovery" process. They marshal the evidence to clearly and compellingly present their case. In fact, I suspect we will see the ongoing "professionalization" of marketing (and sales) move in a direction that is very much like the legal field. Much more emphasis will be placed on upfront research and carefully constructed "briefs" (to outline the case, establish a "precedent" and compile the facts), much less will be placed on actually "persuading" a jury of decision-makers. Remember, 95% of cases are settled out of court (which is like a wide open decision process where anything can happen). Rather than relying on salesmen to persuade the decision-makers, let the evidence speak for itself.