10 ways to turn a software company into a publishing house
DESCRIPTION
If you are a marketer in a software company you will know, it is not easy to constantly produce great content that will lubricate each stage of the buying process. It is even harder when you are working to balance the mix of your marketing activities between brand and lead generation. On the lead generation you will be working on traditional outbound tasks (e.g. events, advertising, telemarketing, email list and direct marketing) and some newer inbound tasks (e.g. Website, SEO, Social Media, Blogs and Campaigns). This presentation shows ten ways for you to build a stronger content capability that will help drive the success of our inbound mix.TRANSCRIPT
10 WAYS
SOFTWARECOMPANYinto a Publishing House
to turn your
Jonathan Crowe the Managing Editor of Openview Partners a leading software venture capital firm recently wrote a piece on content production best practices Here are his top 3
Hi Jonathan
InteractiveIncredibly Visual
Full of content for every stage
of the buying process
If you are a marketer in a software company then
you may look at this last point and wince It is not
easy to constantly produce great content that will
lubricate each stage of the buying process It is even
harder when you are working to balance the mix of
your marketing activities between brand and lead
generation On lead generation you will most likely
be working on traditional outbound tasks
(eg events advertising telemarketing email list and
direct marketing) and some newer inbound tasks
(eg Website Search Optimisation Social Media
Blogs and Campaigns) This document outlines ten
steps for you to build a stronger content capability
that will drive the success of your inbound mix
STEPS TO BUILD A STRONGER CONTENT CAPABILITY10
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Make a mental note of any
well-crafted internal emails you
receive and approach the sender
Do a search on the main social media
channels for your firmrsquos employees to
see if there is anyone out there who is
communicating well
Run a competition with a prize
for the most visited blog
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Jonathan Crowe the Managing Editor of Openview Partners a leading software venture capital firm recently wrote a piece on content production best practices Here are his top 3
Hi Jonathan
InteractiveIncredibly Visual
Full of content for every stage
of the buying process
If you are a marketer in a software company then
you may look at this last point and wince It is not
easy to constantly produce great content that will
lubricate each stage of the buying process It is even
harder when you are working to balance the mix of
your marketing activities between brand and lead
generation On lead generation you will most likely
be working on traditional outbound tasks
(eg events advertising telemarketing email list and
direct marketing) and some newer inbound tasks
(eg Website Search Optimisation Social Media
Blogs and Campaigns) This document outlines ten
steps for you to build a stronger content capability
that will drive the success of your inbound mix
STEPS TO BUILD A STRONGER CONTENT CAPABILITY10
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Make a mental note of any
well-crafted internal emails you
receive and approach the sender
Do a search on the main social media
channels for your firmrsquos employees to
see if there is anyone out there who is
communicating well
Run a competition with a prize
for the most visited blog
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Make a mental note of any
well-crafted internal emails you
receive and approach the sender
Do a search on the main social media
channels for your firmrsquos employees to
see if there is anyone out there who is
communicating well
Run a competition with a prize
for the most visited blog
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Software engineers and sales people are not hired for their literary talents So you may need to do some work to identify those who have a flair for expressing themselves in the written word Try these tactics
FIND WRITERS1STEP
Make a mental note of any
well-crafted internal emails you
receive and approach the sender
Do a search on the main social media
channels for your firmrsquos employees to
see if there is anyone out there who is
communicating well
Run a competition with a prize
for the most visited blog
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
So you need to present your CEO with examples of highly successful software companies whose leaders are their chief story tellers and make the connection between their content and their softwarersquos success
GET BUY-IN2STEP
Dharmesh Shah Serial Tech start
up entrepreneur and blogger with
100000 followers on LinkedIN
Doug Richards Big tech entrepreneur dragons den
investor and has nearly 20000 twitter folowers
Mark Richard Shuttleworth
billionaire blogger and founder
of Canonical and first South
African in Space
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
What monthly returns can I get from inbound
How much new booked revenue do you plan to
generate each month
What will come from inbound marketing
What is your average initial revenue per customer
How many new customers are needed monthly
Whatrsquos the lead-to-customer conversion rate
How many monthly leads are needed
What is your visitor-to-lead conversion rate
How many new monthly visitors are needed
pound25000
pound25000
100
pound5000
5
10
50
5
1000
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
You might want to use
a model like this
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Building a publishing operation in your company is hard to do without some resources In order to recruit the level of financial backing you need to put some resources in place
MAKE A BUSINESS CASE3STEP
Or this courtesy of
The harte of marketing
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
PLAN4STEP
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Building great content takes quite a bit of planning and starts with Personas Messaging and Campaigns
Hi El lie
The communication from many software companies
is frequently all about themselves and their
products But if no more that 5 of your web
visitors are ready for a sales conversation then the
other 95 are not ready to talk about your products
That means they need other kinds of content that
speak to their issues in order to engage
PLAN4STEP
Messaging - Follow a structured
framework like this one from DocStock
Personas - This is a great guide
from Ellie Mirman
Campaigns ndash This is a quick checklist
from our friends at Impact
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
INTEGRATE5STEP
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
If your content is not connected to the other parts of your marketing infrastructure then it will operate in a silo and not deliver the required return
Most software companies know how
important it is that their product integrates
with their customersrsquo systems The
same is true of your marketing content
so make sure that your website social
media channels blog CRM Marketing
Automation Analytics and SEO systems
all join up in order that you can get a full
view of your prospectsrsquo interaction with
your content
INTEGRATE5STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
ALIGN WITH SALES6STEP
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Most software companies have a lsquorain makerrsquo model for sales where individual sales people rely solely on their own resources to generate revenue This model is now being challenged by models that help your sales team work more effectively with marketing on inbound leads generated from your content
Hi Mark
ALIGN WITH SALES6STEP
Mark Roberge of HubSpot calls this lsquoInbound Salesrsquo
Check out his most recent piece on the subject
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
GET CREATIVE7STEP
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
To create the great software that you are marketing someone had to think out of the box and come up with something innovative and compelling Your content marketing needs to be the same
How about thinking of your great
value-pieces of content as the product that
the 95 are buying who are not ready for a
sales conversation
If that is the case then the
value-pieces of content need to
be innovative and compelling
GET CREATIVE7STEP
Reach beyond the marketing team into
sales and development for ideas
Take some inspiration from some of the
best software content marketers
Reach out to
your customers
and ask them
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Just because someone in your company has created a user interface does not mean that they can be let loose on the creative design of your marketing content
FIND DESIGNERS8STEP
Remember that your tone of
voice is more visible in your
design than in your words
Go find out who created
content you love
Find professionals who really get you
and your vision and who can delight you
Use social media to follow
designers you would like to hire
Think about what would get
a designer excited about
working with you
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
ANALYSE9STEP
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
Once you have everything joined up you can monitor the way in which people interact with all of your content and understand better what they are interested in which in turn will feed into your content
Hi Pamela
Understanding user journeys through content
heat maps and bounce rates visitor numbers and
conversion ratios into leads and conversion rates
down the marketing funnel are critical metrics to
drive and demonstrate success
ANALYSE9STEP
Try the Analytics section
of our Brightfire blog
Have a look at an introduction
to marketing analytics
by Pamela Vaughan
Check out Definitive Guide to Marketing
Metrics and Marketing Analytics
from Marketo
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
It is important that your company does not perceive the content marketing effort as ad-hoc Set-up an editorial process so that everyone knows what to expect and when to expect it
SET UP AN EDITORIAL CALENDAR10STEP
Here are some resources reviewed by
Sprout Content that you might find useful
when setting up an editorial calendar
Share a content calendar communicate some
editorial guidelines for creating content and
share it on social media
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
You CAN build great content no matter the size of your marketing team There are some great tools and some first rate advice available These ten steps are doable for all sizes of marketing team and the results will make you into the companyrsquos most valuable player
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
We would love to share your ideas on building a content production capability for your software company We will share them on our blog and social media channels if you send them over Thanksjohnnymonebrightfirecouk
wwwbrightfirecouk
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR
wwwbrightfirecouk
FREE Webinar on A Day in theLife of a Tech Content Marketer
SIGN-UP FOR WEBINAR