January 01, 2005
Blog Entry

Wisdom - B-to-B Marketing 54

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Content is still King… Our most successful online campaign last year was a good, old-fashioned white paper. It was a guide to online fundraising for nonprofit executives that received a 10% response rate, was downloaded over 1,500 times, was picked up as a contributed article, and was proactively mentioned by several organizations as a factor is deciding to become a Convio customer. What made it different? • Taking the time to create a thoroughly researched, well-written piece of valuable content vs. re-purposing existing content. • Making sure the content was relevant to the target audience (our marketing manager has customers review the drafts) • Making sure the offer tied back to our company’s value proposition. Too often marketers focus on ‘catchy’ offers like gift certificates or remotecontrolled cars, that drive good response numbers but do little to further the value proposition.

Fred Waugh, Convio, http://www.convio.com

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