White papers are one of the top ways that industry executives “keep up to date” on new technology options in the pre-search phase. We’ve  written white papers that media executives pay to see. A great white paper that gives critical statistics and speeds up the learning curve can also be a key lead generator.

More than half of marketing technology purchasers said that case studies/testimonials were the most influential source of information on their purchase decision. It’s also a top request from prospects to the sales rep: Who else is using this? Do you have a reference. Finally, case studies with specific results are one of the top three lead generators.  We have an award-winning format for case studies that media executives paid to access, and which create a win/win for your customers that turns them into advocates.

Press releases are an important part of the media mix. We  look for a “news hook” that trade journals will be interested in, and curate the right distribution sources.

The company blog can accomplish a number of important tasks: Update your team and customers about new product developments, customers and other successes. Provide tips and useable expertise learned along the journey. Show how your platform works with partners.  Compare results with competitive options.  Announce conference attendance and speaking engagements. We work on your team to create a flexible blog schedule, and post across social media.

Best practices is another core competency for your content plan. General best practice lists show how your platform solves a problem. Customer best practices are even more critical:   No matter how great the technology is, it’s value is created when customers use it successfully.  A list of “best practices” from your most successful customers is always in demand.

Product demos are the #1 most influence source of information for buyers. But too often they are only “so-so.”  We’ve studied what makes product demos interactive and persuasive versus one-sided and “going nowhere.”

Need help building out your customer personas? Let us work with your sales teams on virtual brainstorming team meetings to come up with a full set, on useable one sheets with an “image” of your “real” buyer. It’s not only fun, but critical to help craft content and ads, and select the right criteria.