Gerry Moran
12/27/2014
My great grandmother Michaelena always told me when I was growing up as a young boy, “Gerry, if you want better content, then you need to figure out a better way to ask for it!” Little did I know that this grandmotherly advice would translate into a very useful content marketing strategy. I find many B2B organizations linking business units to the feet-on-the-street sales organization without effectively integrating content into this supply chain. The hierarchy might be efficient, however, many times the content marketing strategy misses the mark. And, the…
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Gerry Moran
11/22/2014
If you write a blog post and no one reads it, did you really write it? Hmmm. Now that’s a question for a content marketing guru, ninja or king to answer. Many marketers have met the challenge of finding and motivating co-workers, internal thought leaders and executive leadership to write blogs. These subject matter experts (SME) are an excellent reputation-building resources a brand. This blogging ‘win’ is huge, since only a few years ago finding in-house content creators was like finding a four-leaf clover. While some marketers have solved the…
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Gerry Moran
11/02/2014
Forrest Gump tells us “Stupid is as stupid does.” Well, if that is the case then we should stop being stupid with our annual content marketing planning. Rather, the new quote should be “Simple is as simple does.” Simplification is the new innovator. Simplification is the new disruptor. Simplification is the key to a deeper customer connection. Let’s make things more simple in 2015! Too many brands have an enthusiastic, scattershot and complex approach to their digital and content go-to-market strategy. Sales, marketing and content creation have converged. The sooner…
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Gerry Moran
10/30/2014
Can posting the right content for the right customer on the right channel at the right time really speed up a sale? When it’s put that way, that type of sales success sounds more like it’s driven by publishing instead of selling, right? I thought only call-blitzing sales rep could make a sale close faster. So, here’s a news flash! Successful sales reps and marketers need to be good at publishing, too. Good content skills speed up the quota-busting long game. If you are not integrating your content marketing strategy…
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Gerry Moran
09/01/2014
80% of B2B decision makers visit vendor-independent communities, vendor-sponsored forums, and LinkedIn at least monthly for business purposes, says Marketing Charts. I’d call these communities the customer conten kingdoms! This analogy derived from when I read bedtime stories to my children, Reily and Taylor, and I got to the story about the king. You know, where content is king. My kids always loved that part and invariably asked me “What if the kingdom does not think the king is interesting? Doesn’t the kingdom need to be interested in what the…
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Gerry Moran
08/04/2014
Content marketing or social selling success is not as easy as turning on a switch. Using content for sales plays to connect with audiences to drive specific results has proven successful for many marketers and sales organizations. Having a content action plan or play on your chalkboard will help you move the move the sale forward toward the goal. 5 Ways To Use Content To Become A Better Social Selling Rep 1. Blogging is the 24-7 extension of your brand – helping you articulate your expertise and point of view…
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Gerry Moran
08/03/2014
One man’s ‘junk’ email is another man’s content marketing ‘treasure.’ You just need to embrace the ‘Oscar The Grouch editorial manager’ in you! Over 100 billion emails sent and received daily – opt-in email newsletters and updates, cold-call inquiries, customer service follow-ups or just plain old emails for which you did not ask. With all of that email there is bound to be a research, infographic or value proposition treasure if you dig deep into your digital trash can. Sesame Street’s own Oscar The Grouch used to say, “This is…
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Gerry Moran
07/27/2014
Flo, the infamous Progressive Insurance spokesperson inspired me to rethink my personal content marketing strategy. Every now and then you need to tweak your approach to your content marketing strategy to help you reach your business goals. Sometimes a ‘jump-start’ is in order! You see, I just installed the Progressive Insurance Snapshot in my car to get a discount, which will help me reach my personal financial goals a little bit quicker. Hey, who doesn’t like 25% discount on their car insurance! The Snapshot encouraged me to fine-tune my driving…
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Gerry Moran
07/20/2014
86% of customers say they would engage with vendors if they provided insights or knowledge about their industry, states LinkedIn. Blogging is an excellent selling strategy and platform to provide these insights. You are in charge of your personal brand and your sales success. You don’t have to be an expert content marketer. You don’t have to be a social selling savant. You just have to take ownership and find a way to connect with your customer on their terms. You are in charge of your destiny. You Are In…
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Gerry Moran
06/22/2014
Content marketing is the key to open the door to your social selling success. And, to walk through that door, you need slide content through the customer’s ‘mail slot’ to make a connection, build a relationship and help close the deal. Yes, helping to frame the business opportunity and presenting features and benefits are essential. However, we do all of that with content. Successful sellers are writers and publishers! Don’t See The Connection Between Content Marketing and Social Selling? Don’t you see the content and selling connection? Well, your customers…
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