Blog

Gated Content: A Stern Warning from a Medieval Guard

Posted September 17th, 2016

At Starfleet Media, we’re generally in the business of licensing high-value content assets, including Smart Decision Guides, co-branded eBooks and Benchmark Reports from Starfleet Research (our IT market research arm), to other B2B companies, and not the other way around. But when we came across a recent post from Tom Fishburne, a “career marketer and cartoonist,” that highlighted some of our market research on content marketing and lead generation along with his cartoon depicting an encounter between a modern-day decision maker and a medieval guard, we decided that it was our turn to acquire licensing rights to a content asset.

Continue reading

Seven Tactics for Leveraging the Licensed Version of a Smart Decision Guide

Posted June 23rd, 2016

A large part of the value of the Smart Decision Guide program is the guaranteed-number-of-qualified-leads component. Because the leads are typically generated through inbound marketing tactics and carefully scrubbed (based on buying intention info and other target prospect criteria), they tend to have much higher-than-average conversion rates. Another large part of the value of the program is the licensed version of the Smart Decision Guide, with the underwriter’s logo only on the cover and company profile page only in the appendix. The benefits of this valuable content asset can’t be overstated. Yet not all participating solution providers take full advantage of it.

Some solution providers showcase their licensed version on their homepages and in their blogs and resource libraries. They distribute copies at industry trade shows. They email it as an attachment to prospects. And they use it as the basis for any number of other content marketing activities, including email blasts and third-party syndication, resulting in dozens or hundreds of additional leads for their sales pipeline. We are always pleased to see solution providers maximizing their investments in the Smart Decision Guide program by putting their licensed versions of the content asset to good use.

Continue reading

More Solution Providers Are Licensing Benchmark Reports (Including Ones from Starfleet Research)

Posted May 26th, 2016

It’s no secret that benchmark reports published by leading IT market research firms like Starfleet Research may be the most effective type of content asset a technology solution provider can put to work in their incessant quest to demonstrate thought leadership, raise brand visibility and generate qualified leads. According to preliminary research findings captured for The 2016 Benchmark Report on B2B Content Marketing and Lead Generation, benchmark report content licensing for lead generation purposes increased by 15 percent over the past 12 months.

Fact-based reports from research firms that are experts in their fields can provide a “cloak of credibility” that cannot be obtained from vendor-produced and -branded content assets, which prospects often perceive as little more than marketing collateral masquerading as thought leadership. For many solution providers, the decision of whether or not to license a report may depend on: 1.) whether the report profiles their company and solution in a favorable light; and/or 2.) whether the report aligns sufficiently well with their key go-to-market messages, platform capabilities and how they wish to educate the marketplace.

Continue reading