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Ambal Balakrishnan

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Top Stories by Ambal Balakrishnan

The old interruptive model of marketing doesn’t work. We know that. So, how do we marketers make meaningful connections with our customers through marketing that is truly valuable to their lives? Marketing strategist Bob Gilbreath’s new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. In his new book called The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning Bob outlines a model for developing meaningful marketing and then highlights many examples on how the model can be tailored to any company, large or small. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. I have invited Bob Gilbreath to get an insider look into his book The Next Evolution of Marke... (more)

How Do You Write a White Paper?

Numerous research studies have shown time and again that white papers are very powerful marketing tools to show thought leadership and generate leads while also providing critical information to both technical and business decision makers. White papers are meant as a "soft sell". They typically discuss solutions for the problems facing a customer rather than just doing a "hard sell" for a product or service. White papers also offer insight and serves as how-to guides for a particular target audience. Common white paper types include solution overviews, technology briefings, buye... (more)

The 7S's of Content Marketing

The challenges marketers face today are multifold. How you do create content is such a way that it not only addresses an individual's informational need but also reaches the masses? How you present content so that your target audience does not loose interest? What language, style and marketing vehicle will you adopt to reach your prospects and customers? How will you connect employees, vendors, partners, and customers and help them make better, faster decisions? How will you build competitive strength and boost customer satisfaction? How can you leverage technology investments a... (more)

How to write compelling content and connect with your readers

This is the fourth installment of Content Marketing lists for the month of May. The first installment was The Content Marketers - List of ‘How To’ Blog Posts, the second installment was The Content Marketers - List of Lists - Part 1 and the third installment was The Content Marketers - List of Lists - Part 2. There is so much to be learned about writing and how to connect with your readers. Buckle up for a fantastic ride. What follows is a collated a list of (pure gold!) resources for you to enjoy and improve your writing skills. What can you learn from some of best w... (more)

Leverage Content Marketing For Your Business

This section is a roundup of insights into how to leverage Content Marketing for your business. All of these blog posts have many ideas and tips on Content Marketing. There are many valuable lessons in these blog posts to leverage for creating and marketing white papers. Below each blog post, I have outlined one key takeaway from the blog post that is relevant for creating and marketing whitepapers or eBooks. ClickDocuments: Content Marketing Cheat Sheet 3 Steps to Initiating a Successful Online Content Marketing Program How to implement a content marketing program step-by-step? ... (more)