David Woodrow Senior Vice President of Strategic Services
David Woodrow is the Senior Vice President of Strategic Services for Skyword, responsible for clients’ content marketing programs, author of Maximum Sales Velocity: How to Build a World-Class Sales Organization, and an experienced online community manager for Fortune 500 companies.
January 07, 2013
Content Marketing Institute reports that 33% of marketing budget spend in 2012 went to content, with 54% of marketers planning to increase content funding in the next year. Since B2B purchase decisions are not as straightforward as those in the B2C world, using content to generate high-quality leads quickly and cost effectively is a top priority.
December 17, 2012
Big data is certainly a trending topic within all industries—from banking to healthcare—but the trend also has huge potential in content marketing. With customer relationship management (CRM) systems able to collect deeper insights on customer activities and intent, marketers are empowered to create content deeply personalized to specific buyer needs, demographics, and purchase decisions.
December 07, 2012
The author believes that in order to drive change—marketers need to focus on the program flow first, and the stock second. Those who publish in large quantities without strategic guidance risk creating pieces of content that will merely distract and potentially annoy customers, instead of helping them to solve their problems.
November 26, 2012
Brands must develop a content strategy that inspires, builds credibility and helps customers solve holiday-specific pain points. Marketers who go beyond Black Friday sales, Cyber Monday deals and free shipping offers, will not only maximize the season’s revenue, but also round up a new army of long-term customers.
November 16, 2012
Content marketing insights from industry experts: Ekaterina Walter, Jamie Pappas, Mike Lewis, Leslie Poston, C.C. Chapman and Joe Pullizi.