One of the themes that has emerged in these content teams ebook interviews is that of “transition”: How to produce content that helps companies move from one product category to another, or from a previous market position to a new role in the marketplace.
At Lattice Engines, Amanda Maksymiw (a rising content star you may recognize from speaking appearances at Content Marketing World and other venues) works with one other dedicated content team professional and a host of freelancers to get the word out about the company’s enhanced predictive analytics for lead scoring. “When Lattice Engines started in 2006/2007, we were selling predictive analytics as a sales enablement tool,” Amanda explains. Now, the company has expanded its offer to marketers. “This is where education comes in,” she says.
Reaching such a sophisticated (and perhaps jaded) audience isn’t easy, but in the upcoming ebook, Amanda offers a number of great ideas for making content connections, including:
- How to work with targeted influencers to distribute key content
- How to manage freelancers to ensure consistent quality
- Where to find new content ideas worth exploring and experimenting with
- How to ensure that content marketing efforts align with overall company objectives
Bonus: Amanda gives us the backstory behind the popular Marketing Nerd program! Stay tuned…