Crown Yourself the King of Content with Content Mapping Posted by John Assalian on January 11, 2011 In the most recent issue of CommPRO.biz, Viewstream CEO John Assalian lays the groundwork for effective content creation and deployment using the Content Mapping Framework (CMF). With the right strategy in place, you can develop the right content to reach the right people at the right time. We use the CMF in all of our work, and our clients see the results. Read ‘Marketing’s Missing Link: Crown Yourself the King of Content with Content Mapping‘.
New Federal Law: Zero Taxes on Gains on Small Business Investments Posted by John Assalian on December 7, 2010 I am really surprised the just-signed Small Business Jobs Act of 2010 hasn’t gotten more attention—because it is truly one of the most novel and interesting opportunities to come along in a long time. Simply put, within the confines of the law, any investments you make in startups in 2010 can have gains realized tax FREE. Of course, check with your attorney and accountant, but this is a very amazing opportunity for those looking to start a new venture or angel investors looking to put their money into a new startup. Learn more about the new law here.
Mobile Content Posted by John Assalian on November 22, 2010 With the increased popularity of smartphones and tablets, technology marketers need to deliver their content beyond the web and onto mobile platforms. Market shares of users on mobile devices vary widely among market segment, so it is important to avoid developing for mobile for mobile’s sake. As a marketer, focus on developing mobile content for audience segments that align to your products and services. And don’t forget to leverage your current offerings and content appropriate for mobile platforms. Viewstream’s mobile services leverages digital marketing content across mobile platforms, including iPhone, iPad, Droid, Windows Mobile, Blackberry, and more. Leveraging our expertise in creating content and bringing it together with our strong development capabilities enables us to continue our tradition of expert professional services for technology marketing. Mobile will continue to grow, and Viewstream is building the next generation apps and content as we move forward through another amazing stage of computing. One recent example of our work was an Autodesk screencast, “Autodesk Design Suite Premium” developed for the Apple iPad device. If you have an iPad, click here and load the iPad version to see how well these assets deliver using mobile technology. Or, if you are on a desktop, click here to see the desktop PC version. If you are interested in formatting interactive and rich media assets for mobile, or have an idea for an app you would like to have developed, give us a call. We’d be happy to help!
Viewstream VP on Forbes.com Posted by John Assalian on November 11, 2010 Viewstream VP of Strategy & Business Development Joshua Shane recently published a piece on Forbes.com titled “Giving Value to ‘The Cloud,’” where he outlines the reasons why Cloud technology providers should be focusing on the value of their offerings, and avoid using mushy buzz words that aren’t meaningful. There’s certainly been a lot of buzz over the past few years about “The Cloud”. Businesses, customers, and journalists in the tech industry have been talking about the technology of “The Cloud” so much that its value as a term has been diluted. With so many splintered definitions of “The Cloud” out there, technology pros are losing sight of the actual value the technology can bring. In his article, Shane calls for a re-visioning of the conversations around “The Cloud,” arguing that as an idea, it has been over-hyped and diluted. Cloud Computing, as a term, has lost its hype value and in several areas risks moving to the “troughs of disillusionment.” He also points to several companies that are correctly framing the conversation around the value the technology brings. Shane’s commentary is a new and fresh look at how we engage in conversations around the technology. We’d love to hear what you think!
Does Your Agency Align With Your Business? Posted by John Assalian on September 29, 2010 Businesses today struggle with how to deliver marketing that gets results in a changing market landscape. To begin to solve this challenge, we must ask, “How is the customer landscape changing?” The most evident answer is found within the vast proliferation of channels available to marketers. In the last ten years, different kinds of marketing channels have waxed and waned in effectiveness and prominence—from search, to social, to mobile marketing. New conversations and opportunities connected to these channels are continuously developing, adding to an already large base. With this immense expansion, precise targeting of niche market segments, more than ever, is now possible. Demand generation, content development, direct-mail management, CRM, marketing automation, and tracking and analytics can all be crucial components of a well-targeted marketing campaign. These are all unique and valuable channels that can generate results—but being successful is not about just knowing the channels, it is about knowing your customer. The crucial need to know your customer is a key attribute that many marketing agencies cannot deliver. The media may change, but the expertise and market knowledge required to reach your customer remains. Does your agency have the necessary experience and expertise to know your customers? Many agencies can do creative and production (though not every), but only a few can really connect with and understand your business and your customer. Viewstream is the leading national marketing agency focused exclusively on serving technology companies that deliver complex solutions for technical computing, life sciences and design engineering. We are experts in translating complex computer industry products and developing positioning and messaging into digestible marketing content with effective education and calls-to-action. Viewstream’s domain expertise in technology market segments help your organization fill any gaps in skill, while keeping overhead costs low, to produce content that is pinpointed to the buyers and users of your product offering. To aid your understanding of the proliferation of marketing channels and how it has changed B2B marketing, Viewstream has created, “Viewstream Viewpoints,” an on-going series of free, consultative papers designed to address issues in technology marketing from the perspective of a technology-focused digital marketing agency. Inside these free guides you’ll find strategic advice, market research, best practices, and real-world examples of marketing that can address your challenges. Check out the Viewstream Viewpoints here: Understanding The Cloud On The Horizon Over the past few years, Cloud Computing has evolved into a major game changer in IT. Its power to offload hardware, software, and system management needs has forced a revision of the enterprise, as new business and work models are constructed to best take advantage of new technologies. In this Viewpoint, learn how Cloud Computing is changing the IT and business landscapes, and what that means for those marketing its offerings. Content Mapping Framework Content is a critical component to any marketing strategy. But bad or misdirected content can quickly derail prospects as they move through the sales cycle. The Viewstream Content Mapping Framework (CMF) shows you how to provide good, appropriately targeted content that gets results. With in-depth information on how CMF works, this Viewpoint will help you make sure your content is king! Customer Evidence Rules Prospects at every stage of the sales cycle are looking for tangible examples of your solution in action, and peer validation of its effectiveness. That is why Customer Evidence is such a dynamic, powerful tool for marketers looking to raise awareness, retain prospects, and shorten time to sale. In this Viewpoint, you will learn the ins and outs of making Customer Evidence a key component to your content marketing strategy.
WordPress Website Development & Consulting Services Posted by John Assalian on September 18, 2010 Viewstream has been listed on Automattic’s WordPress consultant directory for the last two years. The directory, appropriately named “Code Poet”, means we partner with Automattic to provide WordPress consulting and development services for companies that understand the power and elegance of WordPress as a development platform. The directory lists company names in alphabetic order, which means Viewstream is on the bottom of the list :<. Time to change our name to 123-Vieswtream and get to the top of the list :> Given how many names are on the list, we get a small amount of traffic each month, and some inquires. Viewstream is unique in the WordPress website development, design and consulting world as we have pushed the limits of using WordPress as a Web Content Framework or Content Management System. For example, partnered with Ryder Communications (one of the most talented creative agencies) we created a couple of amazing sites for Honeywell, Inc. that if you look at the sites, you wouldn’t even know it was a WordPress engine in the backend. We have also done a large number of corporate blogs – I like this one for ITDatabase not only because the skin works very well with the brand, but also because Travis Van and the ITDatabase team creates amazing, interesting content. At the end of the day, interesting content is what it is all about. And that is another Viewstream differentiator that I am very proud off: we can develop the technology AND develop the content. Those are two very different skills, and it is not easy to do both well. I think we do! And I think our clients would agree! Check out our WordPress landing page here with samples referenced above.
The Beauty Of Customer Evidence Posted by John Assalian on August 9, 2010 Customer Evidence is any marketing or communication asset that uses a customer story as evidence of your product’s value in the marketplace. By having the customer themselves testify to the value of your product, you are creating a persuasive form of marketing content that far trumps anything your company can possibly claim about yourself. Let’s face it: claims we make about our own company are trusted less, especially in B2B marketing, compared to what someone else says about your product. By having your customer tell your story, you are demonstrating value & credibility, and delivering a consultative story that documents how a customer was able to solve a problem with your product. The best customer evidence assets tell an interesting story about the customer. Viewstream’s story-based approach starts with the customer. We look at who the customer is, what motivates them, why they get up in the morning to do what they do. In doing their work, they are faced with a variety of challenges in their business. We uncover the reasons why the customer reached out to your solution. We then tell the customer’s story in a way that illustrates how your product or solution has been the best way for them to reach their goals. In terms of content mapping, customer evidence can be used at any stage of the sales cycle. In early stages, customer evidence can help prospects imagine a world where there problems are solved, and how a new solution has benefited them. At the mid to later stages of the sales cycle, where comparative content is critical, customer evidence serves to reinforce peer opinion, as well as provide answers to implementation concerns. Typically, customer evidence takes the form of a case study, video testimonial or micro-documentary. Reach out to us if you are interested in finding out more about using Customer Evidence for your marketing programs. Here are a few recent Customer Evidence projects that Viewstream created: Intel Blackboard Autodesk
Evaluating Social Media Claims for 2010 Posted by John Assalian on July 14, 2010 Is social media right for your customer? In implementing social media marketing in the coming year, businesses must understand the truth behind all the talk. In this free guide, Viewstream CEO John Assalian takes on the top five claims made about social media and puts them into perspective. From the cost of doing social media to strategies for deployment, it is important to be realistic about the role social media plays in marketing. These seven short pages illuminate why social media itself is not a marketing strategy, but another medium to consider in executing a comprehensive marketing strategy that engages audiences and gets results. “Social media can help you engage and understand your customer, spread your message and information to targeted audiences, and even help customers market for you. But, far too often, social media is promoted with highly unreasonable claims… In the end, Social Media is another communication channel, a set of tools in your marketing arsenal.” -From ‘Evaluating Social Media Claims for 2010’ About the Author: John J. Assalian brings a strategic focus to marketing, honed over fifteen years of customer acquisition and brand building experiences with a range of entrepreneurial and market-changing businesses. As CEO of Viewstream since 1999, Mr. Assalian has built a marketing firm that conceives, develops and engineers content marketing strategies for leading brands, including Autodesk, Microsoft, Sony, HP, as well as a range of startups and SMEs in the high tech industry. To learn more, call (888)404-8686
Your Prospect Is Your Champion: Seven Ways To Increase Sales Ready Leads with Content Marketing Posted by John Assalian on July 14, 2010 Discover the Power of Content Marketing The current economy is forcing every business to explore new and more cost-effective methods to reach and retain customers. While traditional marketing and advertising sees declining ROI, the Web has become the top channel for acquiring and retaining customers. Whether the Web is a vehicle for information or a direct source of sales, all businesses must now focus on the development, execution, and distribution of online content to remain competitive. In this slide presentation, Viewstream CEO John Assalian shares successful content marketing strategies. He offers insider tips to help your tech marketing department achieve better sales-ready leads, execute more effective lead-nurturing strategies, and sustain competitive advantage. You will learn best practice content marketing techniques for high-tech marketing, specifically targeted to larger deal sizes ($15K to $2M). View the presentation now: Content Marketing for Sales Ready Leads View more presentations from John Assalian.
Content Mapping for Fun and Profit Posted by John Assalian on June 10, 2010 I recently had a chance to talk about the challenges of content at a roundtable hosted by the Northern California Business Marketing Association. At the event, I met a number of marketers who were looking to solve the content conundrum: How do I create and deliver the right content in the right way to drive my prospects to action? In my presentation, I pointed out that, in a marketing world where technology vendors may be losing 40% of their potential sales due to poor content*, not all content is king. If what you are putting out into the world does not speak to your buyer, or their position in the buying cycle, it is detrimental to marketing success. In approaching projects for clients, I often think about the cognitive effects of bad content. If the information, presentation, or delivery of content does not resonate with prospects, it can have adverse effects on efforts to gain customers. Remember, buyers are risk adverse–if they see anything bad about your content, it will reflect on their perception of your overall brand and drive them to competitors. Indeed, not all content is king. I also point out in my presentation that content done right can result in competitive differentiation, awareness, and ultimately, sales. But to achieve this, businesses have to provide the right content for the right prospect at the right time. That’s why all good content starts with the customer in mind. By thinking like a customer, you can produce good content that will take your prospects to the next stage of the buyers’ cycle and improve you brand perception and equity. Creating and positioning your marketing content to resonate with your prospects begins with the process of content mapping. By defining your buyers, identifying the buyers’ attributes, and creating content to match those attributes, you can hone your marketing efforts to include only highly-effective content. Critical to this is identifying the right type of content for the buyer’s position in the sales cycle. For example, at an early stage of a sales cycle to sell a problem that customer’s don’t know very much about, white papers or video white papers can be effective. Content mapping, in the end, can reduce content creation costs by fighting off the urge to publish content to every audience and encourages content targeted to the right customers, at the right stage of the sales cycle. At the end of my presentation, I was approached by a marketer from a technology company who asked a very good question—How can marketers navigate all the marketing channels available: websites, social networking, social video, blogs, micro-blogs, mobile devices, and so on. It was a great question, and if I had the definitive answer I would only tell my clients. But I do know that there are a lot of opportunities to deliver countless types of content—videos, interactive presentations, tips & tricks, whitepapers, case studies, personality marketing—and it is our task as marketers to identify what content our prospects are looking for, understand where they are in the sales cycle, and create valuable content in a format they will respond to. As I told the audience at the event, content can be a problem, but good content truly is king in today’s complex marketing world. Take a look at the highlights from my presentation: *IDG Connect, Oct. 2008