Tag Archives: Content Marketing

Engage Customers with “Content Marketing”

Imagine this:  Your marketing mission, if you choose to accept it, is to convince Global 2000 CIOs (Chief Information Officers) to use Serena Software’s orchestrated IT solutions.  The company’s “core purpose is to advance the business value of IT.”

Photo: Serena Software Website

Photo: Serena Software Website

Tough one!  I’m not a CIO and I don’t speak the language of “orchestrated IT solutions,” but I can share a clever way to solve the problem.  Let’s talk about the smart marketing Serena Software developed and implemented to bring a rather dry product/service to life with its prospects and customers.

Perhaps you know something about “content marketing” and “inbound marketing” and maybe you’re applying these marketing techniques today.  Basically, content marketing is leveraging “owned assets” (and “earned assets” too) such as websites, social media pages, and a variety of custom produced material to further your sales and marketing objectives.  Inbound marketing, according to Hubspot, “is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.”

If you’re not leveraging some form of content and inbound marketing today, you’re missing the boat.  In particular, video offers excellent opportunities to engage, inform and persuade customers.  Serena Software created an excellent five-part video episode series called “Doug Serena, CIO” to  bring the benefits of its orchestrated IT solutions to life with its CIO targets.   Continue reading

Duluth Trading Company Nails Positioning for Tradesmen Clothes

Source: Planet Propaganda (Duluth Agency)

It’s exciting to find hidden examples of terrific marketing.

I never heard of Duluth Trading Company until this past weekend.  During a college football broadcast, I saw a commercial for Fire Hose Work Pants that featured an animated beaver unsuccessfully trying to bite into a pair of work pants.  Check it out.

Here’s why I’m impressed with Duluth Trading Company:

  • Super-clear Positioning

It just takes one quick look at the company website to get the gist of what they’re all about:  “Workwear Designed and Tested by Tradesmen.” Continue reading