James Goldman
I help organizations use communication technology and content to engage enterprise B2B audiences. I work with my clients to help them understand the process of data driven innovation and the need for definable success criteria.
CONTENT MARKETING:
Content Marketing sits at the intersection of go to market structures, customer value, business impact. Content that merely fills a marketplace knowledge gap but doesn’t support organizational sales and marketing efforts looses validity in the business. Content that generates traffic but doesn’t show a clear impact on sales and efficiencies will quickly be seen as a cost center, not a value center.
In enterprise B2B this intersection is even more vital. Content marketing should create a framework that allows customers and partners to gain clarity quickly and allows your sales and partnership teams to shorten sales cycles, build long terms growth and create trusted relationships.
I use a variety of industry proven techniques help companies create strategies that live in this intersection. These include but are not limited to, persona development and journey mapping, prioritization exercises, customer and stakeholder immersion and measurement structures mapping.
CONTENT STRATEGY:
The way content is created, shared and utilized not just by the consumer but the enterprise itself is key to achieving ROI on all your content investments. I help organizations build content production capabilities that result in revenue generating, efficient, and versitle content. From editorial briefing and workshopping to migration matrices and xml authoring environments, I use my years of experience in editorial, knowledge management and content production systems to give companies a clear understand of what content they have, what content they need and how they can effectively produce that content at scale.
PROGRAM MANAGEMENT:
It's cliche but true, change is hard. Failing to create enthusiasm for important projects internally can create blockers far beyond budget or technology limitations. However, by focusing on high value initiatives, by empathizing with stakeholders' need for stability, by being a source for inspiration as well as information, I move my programs through corporate structures and keep them in line with corporate values and growth plans. I measure my success not by project or deliverable but by the impact I am able to have on an organization.
