MarketingSherpa Video Archive

Confessions of a Content Marketer: Lessons from a 4-year transition from "push" to "pull" marketing

Edwin Jansen, The Ian Martin Group

Edwin Jansen, Director of Business Development, The Ian Martin Group, explained how the Internet changed the relationship between marketers and consumers at B2B Summit 2012. Learn from his success and the challenges he experienced as the team transitioned from company-centric marketing to consumer-based content marketing.

"The brands are no longer in control. The consumers are in control," Jansen declared, "… A brand is what people say a brand is."

In 10 simple steps, Jansen explained:

How he engaged and used people within the company to propel quality content

How his team created and managed processes that best serve consumers

How essential the right tools were to a great marketing campaign

The one thing he wished he knew before he started

Download the slides to this presentation

Related Resources

Lead Gen Summit 2013: Sept. 30 - Oct. 3, San Francisco

Content Marketing: 3 tips for how to get started

Content Marketing: 3 tips for producing engaging email content

Content Marketing: Your questions on B2B online lead gen, metrics, content from SMEs and more

Content Marketing: Targeted persona strategy lifts sales leads 124%

Get case studies and data
Enter your email below to join thousands of marketers and get FREE weekly newsletters with more content like this, as well as MarketingSherpa updates and promotions.

Marketing Agency

Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy

The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.

Get More Info >

Top Resources

MECLABS AI

Get headlines, value prop, competitive analysis, and more.

Use the AI for FREE (for now) >

Marketer Vs Machine

Marketer Vs Machine: We need to train the marketer to train the machine.

Watch Now >

Free Marketing Course

Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)

See Course >

Project and Ideas Pitch Template

A free template to help you win approval for your proposed projects and campaigns

Get the Template >

Six Quick CTA checklists

These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.

Get the Checklists >

Infographic: How to Create a Model of Your Customer’s Mind

You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.

Get the Infographic >

Infographic: 21 Psychological Elements that Power Effective Web Design

To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.

Get the Infographic >

Newsletters

Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.

Content Directory:
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000

Questions? Contact Customer Service at customer.service@marketingsherpa.com

© 2000-2024 MarketingSherpa LLC, ISSN 1559-5137
Editorial HQ: MarketingSherpa LLC, PO Box 50032, Jacksonville Beach, FL 32240

The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.