Buyers always want to know “what’s in it for me?” Answering with product-centered information is a surefire way to lose their attention in a hurry. It’s so important that I decided to revisit a SiriusDecisions presentation about its Go-to-Market Execution Model in 2017 that helps ensure you’re transforming product-centric content to audience-centric engagement. The Go-to-Market […]
Every B2B brand wants to be viewed as a leader on the trending topics affecting its industry. But does it really make a difference? What exactly is thought leadership? And can you be a leader when you’re simply following the crowd? Thought leadership content has more of an influence on your content marketing success — and […]
Here is our countdown of the top-trending pieces and posts generating buzz and airplay in content marketing. These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way. Send Email and Know Things If Game of Thrones Characters Had Email Signatures Here’s a balm […]
Buyers in nearly every industry are overwhelmed by the volume of content available to them. But with all those options at their fingertips, they still see few resources that are truly compelling and relevant to their needs. Creating buyer-focused content has never been more important. A quick Internet search will deliver pages of results that […]
Think about your career in marketing, and reflect on your most successful projects and your proudest moments. What were they? What was the process like? Who was involved? I don’t know about you, but the projects I look back on most fondly are ones where I really pushed myself (or my clients) creatively. There’s something […]
It’s not your imagination. The B2B buyer’s journey has changed — and the changes aren’t making your job as a content marketer any easier. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. […]
Here is our countdown of the top-trending pieces and posts generating buzz and airplay in content marketing. These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way. Food for Thought Leadership Study: B2B Marketers Underestimate the Power of Thought Leadership The 2019 Edelman-LinkedIn […]
Many a company has jumped into the content marketing space without a full understanding of how to execute a strategic campaign that resonates with its prime audience. Take the time to consider these five common mistakes and how you can avoid them. Overlooking the Buyer Perspective Charging ahead with content that focuses on how great […]
By Klaudia Tirico Republished with permission from Demand Gen Report This year’s SiriusDecisions Summit in Austin put a bright spotlight on the importance of cross-organizational alignment to drive a customer-obsessed revenue engine. According to analysts, the alignment between product, marketing and sales teams is the key to high performance. Yet, many organizations still struggle with […]
As with Mark Twain, reports of the death of direct mail are greatly exaggerated. Remember what we all knew about direct mail? It was expensive and so slow. And email was cheap and fast. But, then, something very interesting began to happen…. Direct mail suddenly looked attractive again. Inboxes Filled Up, and Mailboxes Emptied Out […]
Here is our countdown of the top-trending pieces and posts generating buzz and airplay in content marketing. These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way. Blog Boosts Blog Optimization: How to Update Old Blog Posts & Boost Search Rankings It’s not […]
By Brian Anderson Republished with permission from Demand Gen Report Webcast series have become popular in the marketplace, aiming to provide a “binge worthy” content option for target audiences while offering a different format that is more engaging and valuable. We believe that the key to a successful webcast series lies in first defining production […]