What Does External Content Creation Mean For CMOs?

Stephan NobsUntil recently, marketing departments could keep control over most of their content. Every communication was transmitted via an official spokesperson and every piece of collateral issued was approved by marketing and legal departments. That’s changing. The once solid firewall that marketing built around its content is starting to turn into a sieve.

Study: Majority Of Marketers Identify ‘High-Quality Content Creation’ As Top Reason For Success

1netlinenewContent marketers face steep competition and more aggressive goals in their quest for success, according to research conducted by NetLine, a content syndication and lead generation services provider. The research revealed that in the last year, 65% of campaigns excluded 17% of the active marketing audience, meaning many lower-ranking influencers were left out of lead generation campaigns.

Bloomberg Media Launches B2B Marketing Service Group For Content Creation

placeitBloomberg Media is launching a B2B marketing services group in an effort to diversify beyond media such as TV, radio, magazine publishing and digital properties, according to The Wall Street Journal. The group will work closely with Kinection, the company’s recently launched custom content studio, to help B2B advertisers establish marketing strategies and content for Bloomberg outlets and media properties using intelligence and data.

SurveyMonkey Acquires TechValidate To Expand Content Creation Offerings

SurveyMonkey, an online survey and data insights platform provider, has acquired TechValidate, a marketing content automation solution, for an undisclosed fee. The acquisition positions SurveyMonkey to expand its B2B offerings by enabling users to create content from the data gathered through the company's survey collection and analysis services.

TechValidate is designed to help users turn customer experience data into content that can be leveraged across all marketing and sales channels. Along with delivering market research and customer insights, the platform can also offer content in multiple formats, including:

  • Case studies;
  • ROI analyses;
  • Customer testimonials; and
  • Reviews.

“TechValidate’s automated content-generation platform helps customers get more from their survey results,” said Bill Veghte, CEO of SurveyMonkey. “They’ve taken data analytics one step further and moved into easily and effortlessly producing verified marketing content.”

Infographic: 9 Steps To Content Creation

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Compelling content requires finding great sources, meeting deadlines and building in time for editing. Spundge, a content platform vendor, has compiled this infographic that outlines the critical steps to generating content that influences prospects and moves them along the pipeline.

Connecting With More Leads Via Inbound And Outbound Marketing Tactics

Screen Shot 2013-08-27 at 8.31.32 AMTo drive awareness and engage prospects, B2B marketers are implementing a mix of inbound and outbound marketing techniques. 

During a recent webinar, titled: Connecting With More Leads Via Inbound & Outbound, Lee Odden, CEO of TopRank Online Marketing, and Janelle Johnson, Director of Demand Gen at Act-On Software, shared insights regarding how marketers can better connect and engage with today’s time-starved, multi-tasking B2B buyers.

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