Content marketing attracts and engages prospects at each stage of the buying process.

An old friend recently introduced a new service that allows the Twitterati to monetize their tweets “MyLinkMyAds”. It’s a brilliant and simple idea that allows people to get paid for the content and knowledge they are sharing.

Like most of what happens on the Internet today, the idea came to fruition quickly and since my friend is a talented developer with a strong social network already, he was able to get his idea online and introduced to the Twittersphere easily.

Then a funny thing happened. He saw a Tweet come through, that basically said, “Great tool for adding ads to your tweets; but I can’t find much detail on it.”

My friend had forgotten a critical element of doing business on-line. Even in a world of 141 characters, you can’t get very far without content and information to validate your brand. He quickly rectified the issue, and added an FAQ page to the site.

It’s a basic principle, but one that is often forgotten in the lightening fast business world today. You may get attention and eyeshare on Twitter, but in order to truly use social media effectively you need to deliver expertise, in-depth knowledge and valuable information as well. As you embrace social media remember you still need to provide access to videos, podcasts, blogs, even old-school data sheets and Web content to share details and legitimize your brand.

There are likely different schools of thought on this and there are SEO metrics that can prove or disprove the visibility impact of more posts vs. fewer posts, but in my opinion less can be more and quality beats quantity. As the cobbler’s children, we are still enhancing our blog post capacity and shortly, our core team will be more consistently writing posts. But our objective is not to game the SEO system with inbound leads. Our goal is to share articles and perspectives that we think might add some value to our readers and continue the conversations we have every day.

With the increasing spamming of the social web, we are in danger of losing site of the true value of content. I get very concerned when clients consider mass article writing strategies – particularly those clients that market and sell a complex product or service to a sophisticated buyer. These readers know when they are being trapped with content proliferation. Now the buzz is content curation – we need to be careful here too. We don’t need someone to simply compile articles, but we do value an editorial perspective and a careful selection of relevant posts. If I trust you, I will trust the links and content you collect and share.

So, rather than stuff your website with trash blog posts and articles every day, if you are trying to reach a more discerning audience, think quality over quantity.

This week, I was invited to speak at a Content Marketing Webinar with BrightTalk ( ) – Other than learning to turn off the mute button when speaking (gulp!) it was a good discussion.  In preparing for the meeting, I was asked to consider best practices and thought I would offer a few from my perspective here.

Is Content Marketing over-hyped? 

My answer is yes- but I think it is still critical to an effective online presence. By embracing some solid practices, content marketing is an effective and a critical component of a marketing strategy, sales strategy and revenue architecture.

Today businesses need to attract and engage audiences with content – the trick is to make sure you focus on relevance!  There is a proliferation of content as businesses are scrambling for search visibility and placement and it is easy to get caught in the noise.  This article may be hard to find through search unless I pack it with the right key words that are relevant to the searching audience. For broad topics like this, I recognize that the article may get a little lost among the noise – but at least I am engaged in the conversation and offering a perspective, perhaps maintaining a level of credibility.  If a potential client is considering Revenue Architects, they will at least see that we are engaged in these important revenue architecture topics.

I advise my clients to really think long-tail and relevance if the content goal is visibility and awareness through search marketing. With so much content on the web, what can you add to the conversation?  For Revenue Architects, we will start to write more about how integrated sales and marketing is applied in different industries we work with – these articles will increase relevance for our target segments.

What were these best practices we were talking about? Here are a few from our perspective:

1) Relevance – as just discussed, try to ADD to the conversation by bringing in new relevant content to your audience. Repeating and repurposing what is already out there is not “digital native” and also not helping differentiate.

2) Integrated Programs: Think about the mix. More digital video combined with blog posts, white papers and briefs. Webinars and video together? Connected into a trackable program with tools like Marketo or Eloqua and applying personalization.

3) Audience Aligned – obvious but we often forget. Are we writing for the CIO? CTO? CEO? VP of Sales?

4) Pipeline Aligned: What content works to generate interest? Educate? Facilitate decisions? Modular content will help your audience get just what they need and not be forced to navigate through your entire story.

5) Top-down:  Use persuasive communications to drive your message forward.

6) Peanut Butter:  Make your content sticky and spreadable: These are Amy Hunt’s words. Make your content sticky “I want to check this out” and spreadable “I want to share this with Jim”

7) More Free:  We all think we have premium content and that we deserve your personal information in order to share our great insight. Increasingly your content will need to be more distinctive and value-add before you should expect to get people to register for it – or hand over extensive demographic information. Permission marketing suggests a value exchange – make sure you have one. Premium content should be valuable enough to collect profiling information from your audience – and the more relevant the questions are to the content, the better.

These are a few thoughts on content marketing, there are many more. What do you think?  Good luck and good selling…















As we develop digital videos for clients as part of integrated marketing campaigns, we often see nervous executives that are concerned that their Hollywood training may be inadequate and they might both embarrass themselves and the company with a poor acting performance on the corporate video. 

Our message: Relax….


Today audiences are looking for authentic messages from companies and when the CEO speaks to us on video, we feel a greater connection to the company.  The face of the company becomes more human. So rather than rely entirely on “Madison Avenue” advertisements, your strategy should include digital videos and conversations about your company, your brands and your offerings.


We need to walk the talk. I just won a Flip Video Camera at the MIT Sloan CIO Symposium (and I never win anything), so this must be a sign!  Videos will come for Revenue Architects….soon.  In the meantime, I am focusing on our clients and their vision to embrace digital video as part of a broader Revenue Architecture and integrated marketing campaign.

So, how do we ensure the executives are comfortable in front of the camera?

The answer is to forget the camera, trust the Creative Director…!


Some things to consider:


  • Share in advance a list of the key discussion points so the video team can facilitate a conversation, not a script
  • Trust the video team. A talented creative director will guide the conversation so you don’t need to think about it
  • If you know your company and your message, your story will come out naturally in the video
  • You don’t have to get it “just right”. The magic of video editing will allow the story to come through for you.

If you have an experienced creative director, relax, you are in good hands.

Digital Experience Captures Customer Value


Razorfish recently published this presentation with a range of statistics that reinforce the key propositions we promote with our clients. They surveyed connected users and the presentation outlines why brands need to effectively navigate digital to be relevant. Check it out…

“How do consumers engage with brands in an increasingly digital world? That’s the fundamental question we set out to answer with this year’s FEED report”

Thanks, Razorfish. Good work.



Video on the web is white hot.

As the network TV market continues to fragment, and marketers seek to engage consumers across multiple platforms, budgets are being directed to broadband video, as a new way to deliver compelling creative.  Consumers are already there, and they are open and responsive to watching advertising online.  A couple of years ago, the Online Publishers Association released a study showing that video is the most powerful online creative format.  The study found that more than 40% of respondents watched online videos on at least a weekly basis and over 70% watch at least monthly. Of course, these viewer rates have increased and will continue to increase. As marketers, our new challenge is to capture the consumer’s attention and hold it with video that works on the web.  We can, and do, gain value from running the same (or shortened) spots that are produced for TV.  But, there is an opportunity to take broadband video to a higher level of performance.

Read more

Creative digital video should be in your media plan

Recently, Jim Schwantner and Amy Hunt joined the Revenue Architects team. Amy and Jim are highly experienced creative marketers – their specialty is creating creative digital video to drive communication and brand velocity. This blog post blends our collective thinking and suggests the mandate for building creative video into your digital marketing and PR strategies.

You can drive market velocity with creative video content. As humans, we are wired to consume moving visual images. Now that we are inundated with content, we value video communications as a preferred medium to learn and engage. On TV, 90% of us who can fast-forward through commercials will do it, but we voluntarily watch a staggering number of videos online. Computers and handsets win a bigger “share of screen time” every day. Online is the new primetime, with 19.5 billion videos viewed… per month and over the next two years, it is estimated that companies will grow online video spend 300%. Video needs to be core to your PR and marketing content plan.

Creative digital video makes relationships and real accountability possible. TV advertising delivers your message to the mass audience and is about impressions: millions are watching “Good Morning America” or “Ugly Betty,” and you can buy the right to interrupt them. Online video is about relationships… with your idea, your cause your brand.

However, static corporate talking points and blah-blah-blah words don’t cut it now. You need creative video content to capture audience interest and intent. With digital video, viewers initiate the interaction, and you can measure time spent with you, and you can guide them to take action. Two of the video models we create are Explainer Videos and Documentary Branding.

Explainer Videos

The Explainer Video is powerful tool in the translation of otherwise complex ideas into a clear and memorable engagement for the viewer.

Explainer videos are ideal treatments for new products and key moments in the evolution of an organization. The Explainer Video speaks to the reality of how we all have come to rely on visual presentation across all phases of professional and personal communications. The B2B customer requires both the specificity of traditional longer form business communications and the impact of content delivered across all the media they encounter in home, in office and in between.

Documentary Branding

Documentary Branding is defined as the space where credible ideas about corporations and their brands are likely to emerge in the future. Consumers are increasingly mistrustful of the images, motives and representatives of large corporate entities. The idea of Documentary Branding is to offer a perspective on the brand that emanates from a broader population of employees and spokespeople and customers that are presented in real situations speaking candidly about the companies they work for.

The subjects of Documentary Branding in the hands of a skillful director can deliver a deliver a disproportionately significant influence on the way people perceive brands and situations.



So, how do you take full advantage of creative digital video? You will need true creative leadership to get this right… blended with the business approach to connect outcomes with clear business metrics. See more at this link.

This video speaks nicely to what Revenue Architects believes our clients need to consider!