Cognitive Computing Authors: Yeshim Deniz, Elizabeth White, Pat Romanski, William Schmarzo, Shelly Palmer

Related Topics: Cognitive Computing , Agile Computing, Release Management

Cognitive Computing : Article

Six Tips for Successful Online Marketing

The benefits of bite-sized content to engage busy buyers

Online marketing is under heavy pressure to be all things to a target market in the ways that market wants them to be—right now. Instant marketing, on-demand pressure and today's culture of constant change impact not just the speed, but the quantity of content you need to create continuously to lift engagement.

There's no downtime anymore. Create a campaign, send it out, monitor real-time results, tweak your strategy, add new content to your website, blog, create webinars, podcasts and compelling events that engage buyers. Oh, and don't forget to give sales better conversational briefs, customer stories and buyer profiles that fit with those personas it took you painstaking hours to develop.

Whew. That's a lot of stuff. If I'd have gotten more specific, it'd be really scary.

What can really be disconcerting is when you put all that content you've worked so hard on out there and then you look at the brief amount of time your buyers spend reading it. Scanning has become an art form. People grab a bit here, a bit there and try to give themselves a crash course in intelligence gathering that will enable them to make graduate-level decisions about complex sales with the equivalent of a fourth-grade education. Not because they don't want to learn, but because time is scarce and the subject matter is not their expertise.

You need a strategy for putting all this work into a context that matches how your buyers access and use it. Not to mention your sales team.

Consider the following 6 contextual tips when developing your content and you'll see your level of engagement lift because you're matching buyers' needs.

The quality of your online content, and the way it's presented can work for you or against you. Buyers have different informational needs at various stages of their purchase process. They will scan first to gauge relevancy. Once they decide you have information valuable to them, they'll grab what they can now and return again to learn more. The returns are the critical objective. The more frequently you can touch them with high-value content, the more top-of-mind space your company will occupy. Think about pull in stages. The more meaningful touches they have with you, the more time they will allot for your content.

The scarcity of time that buyers have to pay attention means that you need to break things down. Address issues in bit-sized pieces they can digest quickly and easily. Showing respect for their time earns you points. Stage your content to grow longer as it gets deeper. Link it together so they can extend their time as they engage, but make sure they get full value from each piece. The secret of meeting time constraints is tight topic focus.

You're not just talking to one buyer. Seven is probably the smallest number in a consensus group for a mid-sized B2B complex sale. Focus on developing content that's easy for them to use in conversations with the others in the buying group. Storytelling, used in a business context, means that the buyer can actually envision themselves in the situation, eliminating the pain and moving successfully into the future. This gives them a context for discussion. Facts don't generate conversation, situations do. Situations they can relate to.

Everyone in the buying group won't successfully integrate the same kind of content into their thinking. Some people respond better to video, some to audio, some to live presentation formats. Others want the words on a page so they can ingest as they expand their thinking to wrap their minds around the concepts.

Content is no longer just a one-way monologue where you do the telling and your buyer takes it all in and decides if they believe you. People want ownership. They want control and they want involvement. Listening, hearing and responding are critical components to incorporate with your content strategy. The dialogue needs to go both ways for it to be effective. Encouraging questions that explore your expertise can help drive interactions.

The better integrated your content is, the more immersion you will get. I call this topic density. Topic density means that you've successfully pulled your buyer from one related content resource to another, expanding their knowledge transfer to the point that they feel confident and competent in having a sales conversation with your company.

Applying these six tips to your content development will help you deliver marketing on the go that isn’t just hit and run. By varying the length of your information and tightening focus for bite-sized knowledge consumption, you’ll be laying the foundation for a lengthening engagement because the value they get quickly will entice them to spend more time. Just as a fine-dining experience begins with an appetizer, then a salad, an intermezzo, an entrée and then a dessert, so too can the stages of your content delivery build the momentum of your buyers’ engagement, ultimately resulting in opportunity lift.

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

@ThingsExpo Stories
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
DevOpsSummit New York 2018, colocated with CloudEXPO | DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City. Digital Transformation (DX) is a major focus with the introduction of DXWorldEXPO within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of bus...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
DXWorldEXPO LLC announced today that "Miami Blockchain Event by FinTechEXPO" has announced that its Call for Papers is now open. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expe...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
DXWorldEXPO LLC announced today that ICOHOLDER named "Media Sponsor" of Miami Blockchain Event by FinTechEXPO. ICOHOLDER give you detailed information and help the community to invest in the trusty projects. Miami Blockchain Event by FinTechEXPO has opened its Call for Papers. The two-day event will present 20 top Blockchain experts. All speaking inquiries which covers the following information can be submitted by email to [email protected] Miami Blockchain Event by FinTechEXPO also offers s...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cloud-enabled transformation has evolved from cost saving measure to business innovation strategy -- one that combines the cloud with cognitive capabilities to drive market disruption. Learn how you can achieve the insight and agility you need to gain a competitive advantage. Industry-acclaimed CTO and cloud expert, Shankar Kalyana presents. Only the most exceptional IBMers are appointed with the rare distinction of IBM Fellow, the highest technical honor in the company. Shankar has also receive...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...