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Lee Odden

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Lee Odden on Sep 17th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing
buyer persona

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

Lee Odden

Secrets of Content Marketing World: Agent Ardath Albee, Marketing Interactions

Lee Odden on Aug 29th, 2012     Content Marketing, Interviews, Marketing PR Conferences, Online Marketing

Ardath Albee Content Marketing Secret Agent

There is no substitute for experience in the field when it comes to covert content marketing operations. Rest assured, your competitors are employing their best to achieve a content marketing advantage and for that reason it’s essential that we tap the experience of assets that have “been there, done that” to gain our own upper hand.

Thankfully, we have a content marketing pioneer, practitioner and thought leader in Ardath Albee, CEO of Marketing Interactions, speaker and author on our side. Pay attention to her Content Marketing Secret Agent advice and you may find yourself on the right side of content marketing ROI.

You have substantial experience in business and marketing and with your current role as CEO of your company Marketing Interactions, how has your work with content as a marketing asset evolved? What do you think about all the recent buzz about content?

Lee Odden

Build a Better Buyer Experience with Marketing Content #cmworld

Lee Odden on Sep 9th, 2011     B2B, Content Marketing, Online Marketing

ardath albeeOne of the sessions I was most looking forward to at Content Marketing World was one given by Ardath Albee @ardath421 CEO of Marketing Interactions (blog) and Author of eMarketing Strategies for the Complex Sale.

It’s one thing to create a content marketing strategy, it’s another thing to execute it in a way that works out the way you planned.

Buyer experience is important! 43.7% of buyers say they’re taking more time to research purchases. (DemandGen Report) Each person receives 5,000 messages each day (and that stat is 2 years old) imagine what it is today. The amount of information that confronts each person online every day is overwhelming, so people begin to shut down or become better filters of information.

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