Vya Staff

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April 2014 Monthly Marketing News Snapshot

Apr 30, 2014

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the April Marketing News Snapshot.

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Tags: Blog, facebook, Twitter, mobile, marketing, email marketing, social media, mashable, charity, instagram, trend, future, centscere, social startups, marketingprofs, news, digital, brands, emarketer, direct marketing news, snapshot, local marketing automation

The Disappearance of Work Ethic – And How to Get it Back

Apr 29, 2014

DocuStar is delighted to welcome Eric Chester to our Marketing Organizational Leadership series. Eric is an award-winning keynote speaker and author of Reviving Work Ethic: A Leader’s Guide to Ending Entitlement and Restoring Pride in the Emerging Workforce.

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Tags: Blog, facebook, marketing, technology, Marketing Organizational Leadership, executive, employer, employee, workforce, smartphone, ambition, progress, business, workplace, labor, urbanization, innovation, gen x, gen y, millenials, work ethic

How to Identify Your Ideal Customer Profile – and Why it’s Important

Apr 22, 2014

There’s a big payoff to understanding your market – the better you get to know your target customer, the bigger the rewards. Focusing on selling to the wrong prospect can lead to wasted time and even failure, but is there a foolproof method to finding the perfect client?

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Tags: Blog, sales, marketing, businesses, deal breakers and makers, discipline, qualified, ideal contacts, companies, culture clues, people, key metrics, geography, industries, data points, revenue, employee size, research, customer, characteristics

How to Embrace and Understand Enterprise Performance Management

Mar 28, 2014

DocuStar is honored to welcome Gary Cokins to our Marketing Organizational Leadership series. Gary is the founder of Analytics-Based Performance Management LLC, an advisory firm located in Cary, North Carolina.

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Tags: Blog, Marketing Organizational Leadership, business analytics, business performance management, corporate performance management, intelligence software, analytics-based performance management llc, risk management, consultant, SAS

March 2014 Monthly Marketing News Snapshot

Mar 27, 2014

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the March Marketing News Snapshot.

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Tags: Blog, facebook, Twitter, mobile, marketing, email marketing, social media, charity, instagram, trend, future, centscere, social startups, news, digital, brands, emarketer, direct marketing news, snapshot, local marketing automation

February 2014 Monthly Marketing News Snapshot

Feb 27, 2014

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the February Marketing News Snapshot.

Read More >

Tags: Blog, facebook, Twitter, mobile, marketing, email marketing, social media, charity, instagram, trend, future, centscere, social startups, news, digital, brands, emarketer, direct marketing news, snapshot, local marketing automation

Traditional Sales Techniques are Obsolete

Feb 25, 2014

In a world where people spend most of their day (including their spare time) using their cell phones and computers, companies have to use different techniques to reach their target market. It’s not about going door-to-door or making 50 calls a day anymore.

Cold calling is outdated. Social media websites have changed the landscape of sales and are becoming a quick replacement for connecting over the phone. Communication via email and social media channels like LinkedIn, Facebook and Twitter (which have millions of user available to connect with) make it easier to reach out to customers. Instead of making multiple calls in one day, it’s much more common for a company to send a message to a company they consider a prospect.

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Tags: Blog, facebook, google, Twitter, sales, LinkedIn, marketing, social media, mobile device, technique, WebEx, customers, internet, pinterest, Google Hangouts, connecting, digital, iCloud, Dropbox

Shift in the Marketplace - How to Engage Customers Today

Feb 11, 2014

DocuStar is honored to welcome Jim Blasingame to our Marketing Organizational Leadership series. Jim is the president and founder of Small Business Network, Inc., a media company dedicated to helping small businesses and entrepreneurs be successful.

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Tags: Blog, social media, Marketing Organizational Leadership, brain trust, small business advocate, age of the seller, small business network, small business expert, jim blasingame, age of the customer

December 2013 Monthly Marketing News Snapshot

Dec 23, 2013

Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Since this is our last post of 2013, we’d like to wish everyone a happy holidays and happy New Year. We’ll see you all back here on the blog in 2014!

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Tags: Blog, facebook, google, mobile, B2B, B2C, advertising, email marketing, social media, video, december

Don't Be So Idealistic! Here's Content Strategy for the Real World

Dec 06, 2013

When it comes to content strategy, it’s easy for blogs, articles and white papers to tell you what to do and how you should do it as though every situation is the same and every company is the same. That simply isn’t the case. Resources, talent and circumstances are different for every company at every level. Whilst perusing the World Wide Web, I came across this article from Direct Marketing News. It offered up some interesting statistics about content strategy and includes these tips to improving your content strategy:

  • Determine content gaps in the buyer journey and create targeted content to fill them.
  • Develop fully segmented personas for more targeted content marketing.
  • Develop a tightly focused content development plan for lead generation.
  • Use the technology the company already has in house to start measuring the performance of a company's content marketing efforts.
  • Eliminate underperforming content after six months if it's not producing the desired engagement or conversions.

Those are all great tactics to employ, and I am by no means attempting to belittle the thought that went into them, but at the end of the day, how reasonable are these strategies for certain businesses in certain industries? Let’s take a look at each of these again and try to reconcile the ideal, text-book way to do things with the harsh realities of organizational limitations:

Determine content gaps in the buyer journey and create targeted content to fill them.
There will always be content gaps. Identify the largest gaps and address those first. Determine how “into the weeds” you need to get with your content as it pertains to the products/services you offer. Don’t let a content gap turn into a content black hole that swallows up all of your time, attention and resources. A little content, especially if it’s good content, can go a long way.

Develop fully segmented personas for more targeted content marketing.
This really comes down to time and people-power. If you have a smaller marketing team, generic isn’t always the worst thing in the world. Good content on sales methodology, for example, will often have nuggets of knowledge relevant to anyone is sales; you wouldn’t necessarily need to write one specifically for sales in Industry X. You can get crafty with titles and promotional text (on social media, for example) to present generic content in a more targeted context without repackaging the same message for every segment of your audience.

Develop a tightly focused content development plan for lead generation.
This should be the backbone for every content marketing strategy regardless of budget, time or resources.

Use the technology the company already has in-house to start measuring the performance of a company's content marketing efforts.
For SMBs or organizations with limited marketing budget, this will typically mean utilizing free resources like Google Analytics and social media and measurement tools (you should be pushing your content through social media, by the way). This will work for a centralized marketing department, but when marketing and sales are working in unison on a campaign (meaning more people are involved) more detailed tracking and metrics may be required. This is where marketing resource management systems and marketing automation systems can provide support to both sales and marketing teams.

Eliminate underperforming content after six months if it's not producing the desired engagement or conversions.
Archived content, unless the information or branding elements within it are grossly outdated, isn’t harming anything by staying on your site. No one ever had too much content. Reuse a white paper in a tweet if it hasn’t been downloaded much in the past few months. Having a large pool of content – even if it’s not the most clicked or downloaded content on your site – allows you to keep your messages fresh on social media or email campaigns without having to write two new white papers or three new case studies every month. Not to mention unless you have a team solely devoted to content development, six months is simply too frequent of a turnover rate for content.

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Tags: Blog, sales, content marketing, resources, collateral, white papers, target marketing, budget

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