Author Archives: Stephanie Tilton

This two-part post originally ran as one on the Content Marketing Institute blog. Here’s part 1. Reprinted with permission. So how can you collect the information you need to start engaging and determining whether or not someone is truly a prospective customer? Ideally you build up the information using progressive profiling, rather than hitting someone with [...]

This two-part post originally ran as one on the Content Marketing Institute blog. Reprinted with permission. Content registration is sometimes considered a no-brainer in the content generation and distribution process: Write a white paper, eBook, or other content asset, put up a landing page and reg form, and you’re off, right? The problem is that [...]

Slightly abridged with the author’s permission from the Savvy B2B Marketing blog. In her book Fascinate: Your 7 Triggers to Persuasion and Captivation, Sally Hogshead outlines the seven triggers that get everyone’s brains responding in some way by fascinating them. Let’s walk through how marketers can use these triggers to better connect with their audiences. [...]

Abridged with the author’s permission from Savvy B2B Marketing Blog. Lots of marketers seem overwhelmed by everything that now falls under their purview. Organizations are adopting marketing automation and inbound marketing software at dizzying rates. Participation in online communities and in an array of social media channels is flourishing. Mobile marketing has been added to [...]

Reprinted with the author’s permission from Savvy B2B Marketing Blog. Paul Dunay of Avaya recently wrote a provocative post that fired up lots of folks. In Is The White Paper Dead for B2B Marketing?, Paul summed up a conversation he had with the Bloom Group, which is telling its clients to stop producing white papers. [...]

Reprinted with the author’s permission from the Savvy B2B Marketing blog. With so much content online, it’s getting harder to attract attention. Ideally you want to provide content that your readers find so valuable they talk about it and pass it along. If you’re able to produce something entertaining, like this humorous video from Kadient [...]

Abridged with the author’s permission from a post on the Savvy B2B Marketing blog. When I ask clients about the audience for a white paper, I sometimes hear: “the technical and business decision makers” (i.e., we’re trying to reach everyone with this one piece) or “the CIO” and that’s where it ends. But your ability [...]