It’s far more expensive for your company to have SMEs jumping on calls, to suffer from stalled sales cycles, to be ignored in the marketplace, or to overspend on digital than it is to invest in scalable, shareable technical marketing content.
Over the weekend, I did some thinking into how tech companies—and tech scale-ups, in particular—benefit by using a marketing as a service company like Cromulent. I thought of a bunch of reasons, but the most common is probably that working with us (or any other decent agency or consultant, for that matter) lets organizations tap into valuable—and in some cases rare—skills and […]
Recently, we helped our friends at Miovision with a bit of an exploratory project. They wanted to test a market hypothesis about a specific use case for their smart traffic solutions. Testing a market hypothesis—as opposed to investing in projects regarded as ‘sure things’ or making only incremental adjustments to existing activities—is a rarity these days. Just because we thought it was […]
A crucial aspect of content marketing is getting content out the door, but that’s often easier said than done.
In this post, I’ll give you five tactics to help you build and maintain content marketing momentum by avoiding the content review doldrums.
Setting the right marketing goals and realistic expectations for your initiatives is important, because different activities move different needles.
This post compares and contrasts types of marketing activities and explains why it’s important to set appropriate organizational expectations.
Customer success stories form an important subset of an effective marketing content library. They offer significant utility—they provide social proof/validation social proof/validation (important for crossing the ol’ chasm, because no one wants to be the first penguin in the water), they can address buying barriers, they’re very shareable, they can be transformed for use almost anywhere and in multiple formats—while being relatively […]
By talking about things other than tech, you’ll earn yourself far more opportunities to talk about your technology, but at the right time and with the right people. I’m gonna start this post with a provocative statement: almost 60% of ‘tech companies’ in the Waterloo Region don’t understand what market they’re really in. And that’s a problem. In fact, it might be […]
Every script should tell a story: humans are prewired to recognize and remember narratives. So whether you’re telling the actual story of your company’s history, or welcoming people to a conference, or showing them how to use your turbo-encabulator, tell a story. A few weeks ago I was working on a project to produce a new content library—consisting primarily of a services […]
“My question to marketers and organizations is: do you have a topic you want to talk to the industry about? Or does the industry have a topic they want to learn about? You need to start from the right place to be relevant. An eBook was just the appropriate medium. We didn’t start with, ‘We need an eBook!’ It was about creating […]
Here’s my own provocative statement: this post is a long one, but if you truly want to help Waterloo Region tech companies become more effective at marketing, then you’ll read the whole thing. A couple of weeks ago, Ryan Burgio over at Stryve Marketing shared the provocative Waterloo: We can be better at marketing. In that post, he presented and briefly discussed five […]