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Why Yahoo is a Cautionary Tale for Tech Marketers

The tech world has long perpetuated the “if you build it, they will come” myth — the idea that great products will inevitably find their market and fly off the shelves. But a great product is not enough. Without a clearly defined sales and marketing strategy, even the giants among us can fail. Wendy Lee’s recent piece on the uncertain future of CEO brings to light a cautionary tale for tech marketers.

Mayer’s strategy for Yahoo relied heavily on attracting a talent pool to build great products, thereby drawing a large audience and hence, advertising budget. But without integrating product, sales, and marketing from the get-go, Mayer’s strategy amounted to a chain reaction that never set off. Successful strategists iterate the marketing and sales processes in tandem with product development. And you don’t need to be a Yahoo or a Google to get the job done – check out our survivor’s guide to for more on do-it yourself marketing and scaling effectively.

 

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5 Tips to Bring the Art of Storytelling Back to B2B Marketing

We are in the golden age of . With the proliferation of marketing automation tools we can engage like never before with hyper-targeted audiences. Advanced analytics deliver in-depth insights to us in real time. But sometimes we get caught up in our shiny new tools and lose sight of the most fundamental content marketing wisdom: humans crave compelling stories. In the past we’ve written about the power of stories and how to humanize content. This week, we’d like to share some wise words from econtent magazine’s Andrew Martin on how to bring the art of back to .

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Inject Some Fun with Comics in Your Marketing

We are in the midst of a golden age for and . Long overlooked as childish and simplistic, comics are finally getting the respect they deserve. From Hollywood Marvel blockbusters, to the haunting ferocity of Netflix’s Jessica Jones, to renowned literary graphic novels like The Watchmen, comics are taking center stage.

And with good reason. Yes, cartoons and comics are fun. But they also do a masterful job of combining dialogue and visuals to create a lasting impression.

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Content Marketing and Halloween: 5 Eerie Similarities

Halloween is just around the corner. You might find yourself frantically stockpiling sweets for droves of trick-or-treaters, or masterfully transforming a roll or two of Charmin into the walking dead. But surely such festivities are just a pleasant distraction, and have nothing to do with your day job? Not so fast! Ryan Young shows us 5 Halloween-inspired lessons for content marketers.

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6 Mini Recipes for Your Content Strategy

“There is no marketing today without content.” That’s the reflection of Helen Whelan, an expert content marketer at Apigee, a leading API management and predictive analytic company. Whelan has helped shape Apigee into an industry innovator in strategies and publications. Apigee offers content in every form, from webinars, to e-books, to whitepapers, self-publishing in some cases, and using external third parties in others. Apigee has even created its own research arm, the Apigee Institute, a research and strategy organization that provides analysis and content for businesses striving to succeed in the digital world. At the base of all of Whelan and Apigee’s marketing is the understanding that content feeds the marketing engine from awareness to demand gen, and that this content is integral to the overall success of the business.

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Tech Content Marketers are Advocates, Too

Quick: think back to the last time you made a major decision. Who did you seek out for advice? Not just anyone, right, but only those you trusted?

It’s natural to seek outside expertise when making a decision, big or small. Trusted counsel is the basis of marriages and friendships, and a crucial component of the fabric of human interactions. It’s why we ask friends and family whether they like who we’re dating, what schools to send our children to, or where to eat—the opinions of those close to us (who have opinions worth heeding) will make our decision-making better.

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An Irresistible Recipe for Tabloid Style B2B Marketing

Knowing your audience intimately is essential to any successful marketing campaign. In fact, it’s the first and most essential ingredient when you’re leveraging the power and allure of tabloid to reach as many customers as possible. As I covered in an earlier blog, tabloid journalism works because it gives us what we want and taps into our impulsive desires for scandal, fun, and entertainment. When done well, we find it irresistible. But to enrapture and tempt your audience, you have to first know what they want. There’s a reason movie trailers show us explosions and hinted-at nudity—they’re making us anticipate what happens next. Read more

The Naked Truth for Marketers: Investigative Journalism Matters

When most people hear the term investigative , they think of Woodward and Bernstein, and the fall of the Nixon presidency. While the Watergate scandal of the 1970’s may be the most notable example of the form, our current era, in many ways, could be considered the heyday of investigative journalism. Print publications like the Times and The New Yorker have continued their tradition of muckraking, but the Internet has provided a platform for more people than ever to delve into the art. Notable examples that come to mind include Wikileaks and Edward Snowden, dedicated investigative sites like Pro Publica, or even gossip blogs like Gawker. Or take a look at the non-fiction best-seller list, which is dominated by incredible first-person accounts by writers like Katherine Boo and David Grann. It’s reasonable to argue that there’s more high-impact investigative journalism being done now than ever before.

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Why B2B Marketing Should Titillate like Tabloid Journalism

Even if you have a Ph.D in astrophysics or biochemistry, or your artistic interests include Bach and John Cage, or your regular reading includes Thomas Pynchon and James Joyce, if you see a headline reading “17 Photos of Plastic Surgery Gone Disastrously Wrong,” you’re probably going to click on the link. Call it what you will—base, trashy—but there’s a part of us all that simply cannot resist the lure of tabloid . It’s why we eye the headlines on Star when we’re paying for our groceries and why sites like Buzzfeed, Upworthy, and Dose have all become so popular. No matter how refined we are, the sensational is scintillating.

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