Giving Thanks for the Twist Image Podcast

It is the season for giving thanks so I want to take a minute to express some gratitude for what I think is one of the best resources out there for marketers.  It doesn’t matter if you are focused on outbound, inbound, sales, PR, social, or product, the Twist Image Podcast, hosted by Mitch Joel, is guaranteed to make you better at what you do. How’s that? By providing you a weekly update on what’s working today for marketers and what you should be thinking about next. By letting you hear directly from thought leaders like Avinash Kaushik, Mark W. Schaefer, Jeremiah Owyang, Ben Casnocha, David Weinberger, Seth Godin … Continue reading Giving Thanks for the Twist Image Podcast

The End of Product Marketing

I would like to introduce our guest blogger Dave Wolpert who has a very interesting opinion on the state of Product Marketing to share. Dave is the Founder and Principal of Swordfish Communications, a product marketing and content marketing services firm in Austin, Texas. Previously, he was a product marketer at pcOrder.com, BroadJump, Convio, and LibreDigital. You can also find Swordfish on Twitter at @SwordfishComm. Enjoy the post and looking forward to hearing your thoughts.  The product marketing function in tech companies is heading for extinction. The work product marketers currently do will continue to be performed, but by different people. Preparing for the … Continue reading The End of Product Marketing

product storytelling introduction

How Not to Start Your Story Courtesy of Buick

When it comes to introducing your product to a potential customer, you have one shot to start things off on the right foot. This is your chance to start your story, create awareness and generate some excitement. However, the last thing you want to do is set the stage with a giant question mark. I caught a Buick commercial over the weekend (video below) that I think highlights exactly what you don’t want to do. Before the ad gets going, the audio begins with these three words, “With AVAILABLE features….“. When I hear this, I assume that whatever comes next … Continue reading How Not to Start Your Story Courtesy of Buick

7 Reasons Why All Product Marketers Should Write

Jason Baptiste recently wrote a wonderful post on the OnStartUps blog titled, Why Every Entrepreneur Should Write and 9 Tips To Get Started. While the post was aimed at the startup/entrepreneurial world, I think it can be easily extended to all product marketers. Being an effective communicator is a core marketing skill and an even more important one for product marketers. Being able to develop a story and then translate it across all the various channels – media, web, blogs, social – is what in my mind sets apart a good product marketer from and a great one. Following Jason’s 7 entrepreneurial reasons for … Continue reading 7 Reasons Why All Product Marketers Should Write

Stop Thinking as a Marketer. Start Thinking as a Publisher.

Earlier this week, I attended the Forrester Technology Marketing Executive Council in San Francisco. The purpose of this spring meeting was to discuss some innovative approaches to improve the effectiveness of marketing programs. While many ideas were shared, the one theme that came back was the use of creative content to increase the number of sales conversations and to accelerate the buying process. In his presentation “Organizing, Creating, And Maximizing Rich B2B Content”, Joe Chernov VP Content Marketing at Eloqua, challenged us to stop thinking as marketers and start thinking as publishers. In particular, Joe shared his passion for building … Continue reading Stop Thinking as a Marketer. Start Thinking as a Publisher.

Content Isn’t King Unless They Say It Is

Last week I attended a content marketing meet-up here in Austin (AustinContent) and got to hear Simon Salt speak on the subject.  It was a great discussion covering many topics from book publishing to Blog World (BTW, Simon has a book coming out on location based marketing that that sounds fascinating). One of the themes discussed was the importance of planning a content strategy.  There was an overwhelming agreement within the group that taking the time to develop an overall strategy was essential to delivering results (and for that matter, determining what the results should be).  Social media may get all the hype but talking … Continue reading Content Isn’t King Unless They Say It Is