When you’re brainstorming campaign ideas or a piece of content, it’s easy to get stuck inside your own head. You think, craft ideas, develop drafts, revise copy and re-revise it for hours on end. Completing an asset and getting it out into the field is a tremendous accomplishment, but you may find that it’s not […]
Brenda Caine, Sr. Content Strategist Who do you trust? If you’re like two thirds of B2B buyers (64%), you consider user-generated feedback, peer reviews, and third-party publications and analysts as credible sources of information. That’s according to the Demand Gen Report “2018 Content Preferences Survey Report.” As consumers and business buyers, we […]
Brenda Caine, Sr. Content Strategist Empathy: “the psychological identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another” B2P (business-to-people). P2P (people-to-people). Buyer-centric. Customer-focused. We hear these terms tossed around when in marketing circles, and we know that we need to do a better job of personalizing our content. But how do we actually do […]
Brenda Caine, Sr. Content Strategist Are you like me? You attend a conference and get all pumped up from the inspirational speakers and from networking with other creative, bright marketing professionals. Then you get back home, and it all goes, “Poof!” You’re behind on projects, your calendar is full of meetings, and […]
Brenda Caine, Sr. Content Strategist To build an airtight case, you have to collect compelling evidence. Ciox Health took a lesson from its legal audience to build an airtight case for knowing your buyer. Ciox VP of Marketing Eileen Rivera, Ciox Market Segment Manager Cindy Bagley, and C4D VP of Strategy Dana […]
Steve Voith, Director of Marketing & Demand Generation Here are the top five content marketing stories that grabbed our attention this week. We find the best so you don’t have to! Should You Let a Bot Write Your Content? (HubSpot) With AI on the rise, there is a lot of discussion circulating around […]
Brenda Caine, Sr. Content Strategist We know interactive content formats continue to trend high among B2B buyers as preferred formats. When Demand Gen Report released its 2017 Content Preferences Survey Report, 76 percent of buyers said they preferred more interactive/visual content and audio/video content. We know why we need interactive. Let’s talk […]
Alicia Esposito, Content Strategist It’s no surprise that most B2B organizations today are committed to content marketing: 92%, as Content Marketing Institute and MarketingProfs research points out. Interestingly, though, only 36% are very committed to content marketing and even fewer (20%) are very successful with their efforts. Why are we still seeing […]
Brenda Caine, Senior Content Strategist It’s December, so, of course, that means it’s time to gaze into the crystal ball to predict the major trends that will have the biggest impact on B2B content marketing in the year to come. We’ve sifted through all the experts’ forecasts to distill it down for […]
Tonya Vinas, Director of Content Strategy What does buyer-focused marketing really mean? We have stages, funnels and charts for technical reference, but what really drives this proven model is understanding buyers as real people with real challenges that don’t always align with neat parameters. The seeds of engaging content are gathered […]
Kelly Shermach, Content Strategist Customer service has spent its time in the shadow of sales and marketing. It was another kind of transaction—one that lacked vision or creativity. As part of the holistic customer experience, however, customer service has emerged as a worthy partner to sales in content marketing campaigns. After […]
Kelly Shermach, Content Strategist It’s almost Thanksgiving and in the spirit of the season, we thought we’d serve up and share something special for you, our valued reader. It’s something every B2B marketer needs…tools. We have some favorite B2B marketing tools that we will bow our heads over a turkey for […]