Content Marketing Archives - Page 2 of 3 - Bryan Eisenberg & Jeffrey Eisenberg

Dear Cognoscenti Friends, Thank you for following the link from the Monday Morning Memo. Wizard Academy is our home and you are part of our tribe. We appreciate your interest and want to keep you informed. Here’s a little more information about Buyer Legends, the ebook to be published this summer, and a Wizard Academy course. Buyer Legends is the process of using narratives and storytelling in your marketing and selling efforts. By writing stories – or buyer legends –…

How to Get More Leads with Persuasive Scenario Planning

Bryan Eisenberg

B2B, Complex Sales, Content Marketing, Personas, Strategy, Webinar

Take 30 minutes during your lunch break today and catch Jeffrey’s webinar with Marketo on “More Effective Lead Generation Using Persuasive Scenario Planning.” Jeffrey will show you a scenario narrative process that ensures all business decisions are made explicitly by the team that owns the results instead of implicitly by the creative and/ or technology teams. Following this process will help you drive more micro and macro-conversions, improve testing and boost the effectiveness of your marketing communications. If your bottom line…

Personas: The Magic behind the Mirror

Bryan Eisenberg

B2B, blogging, Complex Sales, Content Marketing, Customer Experience, Personas, Strategy

Did you know most persona efforts fail as soon as the personas are completed? Teams create their personas, design slick posters to put on the walls, and say “these are our personas!” Creating personas is really just the beginning. A persona is not a document — it is a clear understanding of a target customer that exists in the minds of your team. Personas evolve as your data around them evolves as well. Every test you do, every insight you…

90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It

Bryan Eisenberg

Complex Sales, Content, Content Marketing, Lead Generation, Personas, Strategy

When it comes to stuff in which you have a huge personal investment (your kids, your homes, your businesses), you risk losing your objectivity. Hey, it’s a human thing. Too much knowledge about your company and what you offer leads you to answer questions nobody is asking. When you’re inside the bottle, it’s hard to read the label. But that’s also when you risk pushing your own interests at the expense of your customers’ interests. This will often lead you…

Michelle Smith & Persuading Your Potential Customers

Bryan Eisenberg

Complex Sales, Content Marketing, Customer Experience, Personas, Search Marketing, Web Design

In order to plan the click-through-experience models, or persuasion scenarios, on a web site, we develop archetypical fictional characters composed from real data, called personas, who represent your buying audience. We must allow for multiple personas to reach many of the same pages or marketing entities (emails, ads, tweets, etc.), but must separately address their needs. Before designing a single pixel or writing a single word, we get a feel – using a wireframe – for the experience the personas…

Complexograms: An Illustration of Your Content Marketing Needs

Bryan Eisenberg

Complex Sales, Content Marketing, Personas, Strategy

The web is littered with uninspired flaccid words, words with virtually no meaning. What some people might call web copy or content. In most cases it exists because the marketer was designated a box to fill in with words. You’ve seen it the 100-150 word count blocks that sit on homepages here and there. Think of it as checkbox copy, copy that had to be written to check off a box. It has gotten a bit better over the last…

10x Conversions, Complex Sales & Flipping the Funnel

Bryan Eisenberg

blogging, Complex Sales, Content Marketing, conversion rate, Customer Experience, Lead Generation, Optimization, Strategy, Web Design

Last week, Jeffrey and I were in the Bay Area of California to do some client training and work. On a quieter day we decided to visit our friends over at Marketo to catch up. A few months ago, we worked with their very talented team in redesigning much of the website, but two areas were set apart as a focus point of the redesign. As co-founder and VP of Marketing, Jon Miller would tell you how important having a…