MarketingProfs Asks "What's the Biggest Untapped Opportunity for B2B Marketers? {my response}
For me it's the combination of untapped content in the enterprise (how to distribute effectively) and moving beyond the website. The first one is pretty self-explanatory. A lot of times the first thing I recommend is a content audit to figure out what's right under your nose. You'd be surprised the amount of content that can be repurposed to seed customer communities, call center databases or spark internal innovation practices. The second thing has to do with the inordinate amount of time businesses spend developing websites that are immediately out-of-date.
You have to move beyond being a static corporation and figure out a way to capture and respond to all the conversations occurring around your brand. Take that knowledge and build a digital strategy around it. At the very least it puts you in the middle of the conversation -- good or bad.
Lastly, I also liked one of the responses that described a tool to determine the best mix of traditional and new media. Today, that's a roll-up your sleeves process that incorporates research, experimentation, tools and analytics. I think one of the biggest reasons that's so tough is the gap that exists between digital and traditional media practitioners. The gap's narrowing but it's gonna take some time.
What do you think?
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[Hat Tip @aprildunford]
