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Killer Content along the Buyer’s Journey: A Practical Guide to Monetize Your Content

killer content along the buyer's cycle

The Mafia at Cleveland’s Hotel Statler. Photo:

Content can be actively used to move buyers through the buyer’s journey. Organizations need to visualize this journey. Visualizing this journey allows them to better understand which content they have and which content they are missing. Visualizing the content along the buyer’s journey also allows you to actively move buyers to the next stage in their journey.

Not so long ago Eric Wittlake (@wittlake) wrote an article why you should stop mapping content formats to the buyer’s Journey. He explains how marketers tend to map formats to certain stages in the buying cycle.


This post will learn you how you can:

  • use a practical method to create the right content along the buyer’s journey
  • how you can actively drive buyer’ss through the buying cycle, with content
  • how you can link content with marketing automation
  • understand which data the method produces to show real marketing ROI 

To understand the role of content in this, you first need to understand the difference between content formats and content itself. Read more »


From Theory to Practice: How to become a “digital, social, and content” driven B2B company ?

From Theory to Practice : How to become a “digital, social, and content” driven B2B company ? (free PPT training)

Training your organization on digital, content and social media marketing

Most marketers in B2B today have a project to introduce or expand digital, content and social media marketing into their companies.

In the last few years these types of marketing have become extremely important.

I believe it is the solution to the B2B marketing challenges of today, where companies can transcend from fulfilling the basic marketing needs of their customers.

Transcend towards connecting with their audience by creating experiences that lasts. These experiences that provides your customers with the desire to share their experiences, and become your brand advocates.


But how do you move from theory to practice ?

Read more »


How to show Effective Marketing Leadership?

What does it take to run a marketing organization effectively?

What does it take to be an effective marketing executive?

“In many businesses (especially in B2B), the marketing department is an order-taking, tactical function that runs on the hamster-wheel of demand generation, trying to keep up with “client” orders for new collateral, press releases, case studies and, at times, marketing-qualified leads (MQLs).”

This is a quote from Robert Rose. You can find the quote on many blogs on the Internet.

It’s quoted this often because many marketers recognize the situation. Somehow they end up in a spin of trying to solve problems all day, and deliver on the internal demands. They are hard working, and provide a lot of output.

But it’s never enough. Read more »


Sharing Company Secrets: Can you trust your Engineers on Social Media Networks ?

engineers on social media

Image Courtesy of the American Society of Mechanical Engineers

Is it a good idea to have our engineering department be active on social media? That’s what Thomas asked me lately.

Thomas is a hardware circuit design engineer. I’m just calling him Thomas. It could be any engineer.

He had just followed one of the training sessions I organized around the increasing need for change towards a digital, social and content oriented company.

I’m into the bad stuff

“Very interesting stuff, Tom”, he said. Maybe the first hour a bit too much marketing stuff for him as an engineer, but still.

But that’s not why he came to me.  He said : “Usually social media is all about the good stuff. But we engineers (support engineers, hardware developers or software developers), we’re also into the bad stuff: we actually fix problems! For some of us that’s even a full time job.”

Should he be active on Social Media if all he does is fix problems? And can you trust the guys on social media networks who sit on our intellectual property and secret roadmap information? Read more »