The retail industry is brimming with thought leaders, groundbreaking research and articles uncovering disruptive trends and best practices. The goal for any marketer in this dynamic market? Create content that educates, inspires and excites the retail community, while also showing their unique perspectives and thought leadership. Halrun Luppes has seen great success taking this approach.
As marketing manager at UXC Eclipse, she manages the creative process and helps generate leads by overseeing content ideation and creation. Learn more about Halrun and her rules for creating great content:
What current B2B marketing trend is inspiring you right now? It’s really interesting to see how B2B marketing has become much more personal. It’s not just about your product features, but about conveying how your products or services can make life easier for the person who uses them. I’ve seen that type of messaging executed recently with major technology companies like Microsoft, GE and ExxonMobil.
What’s the most important or interesting thing you’ve learned about content marketing? Simplify, because less really is more! When creating new content, I really try to “cut to the chase” and focus on the key points. Sometimes we make things way too complicated and convoluted, when it’s all about the flow and guiding your audience.
What B2B marketing mistake makes you cringe? This is not just for B2B, but misspellings always make me cringe!
What city do you live in, and what’s great about it? I live in South Bend, Indiana. It’s a great place, because it has that “city” feel combined with small-town charm. Lake Michigan, with its beautiful dunes and sandy beaches, is very close. I love going there for a swim and picnic.
What inspires you? I am inspired by human interaction. I love an engaging conversation, because there is always more to learn!
What’s another interesting fact about your life? I was born in a country that no longer exists. For the first few years of my life, I lived in the German Democratic Republic (better known as East Germany).
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