If you build it, why won’t they come?

If you build it, why won’t they come? Your digital assets aren’t generating worthwhile inquiries and purchased lists aren’t proving their value. What’s going on? Lets review some common problems. In honor of David Letterman’s recent retirement, I’ve fashioned this…
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Will digital content lose the human touch?

Will digital content lose the human touch? The forces of automation and the non-stop demand for more and more content may be leading us in a direction where the robot writers take over. That would be a sad day for…
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Is Video Content Topping B2B Marketing Priorities?

Is Video Content Topping B2B Marketing Priorities? Some say video content is by far the most effective way to connect with B2B buyers at all levels, from millennials to top executives. But should video dominate content marketing and replace other…
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The Trust Imperative, part 2

Research from Forrester last year reveals that B2B buyers are frustrated by what they perceive from vendors as an utter lack of understanding regarding their business context. Instead, buyers lament that vendor communications are too narrowly focused on their own…
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The B2B Content Challenge: Is your message getting lost in the noise?

“A wealth of information creates a poverty of attention.” Herbert Simon, Social Scientist No matter which trends or statistics you read regarding content marketing, the signals are clear – everybody’s doing it and we’re all looking to do more of…
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Positioning B2B Content to Appeal to Different Generations: Part 2: Gen X, Boomers, and Traditionalists

Part 2: Gen X, Boomers, and Traditionalists Generation gap: n. a lack of communication between one generation and another. . .brought about by differences in tastes, values, outlooks, etc. Our last post focused on Millennials, looking at their primary defining characteristics…
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Positioning B2B Content to Appeal to Different Generations

Part 1: The Millennials generation gap: n. a lack of communication between one generation and another. . . brought about by differences of tastes, values, outlooks, etc.   For those of us who have experienced the joys (and frustrations) of raising,…
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11 Tips to Improve Your B2B Content Marketing

No two ways about it, content marketing is hard. It’s a long, on-going effort to build a cohesive body of work that is compelling, engaging, and ever-relevant to your market. But that description is the organizational view of content marketing….
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5 Ways to Optimize Your Content Creation Process

Crafting great content – and ensuring its continued relevance – requires an adaptive process.  Here are five steps to optimize the effectiveness and efficiency of your process:     Define the project & audience – Begin by ensuring you have…
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4 Content Challenges for B2B Digital Marketing and How to Best Them

With unprecedented expediency, the internet has enhanced our ability to communicate, while altering how we find and consume that information.  This ease of communication has profoundly affected B2B marketers in two ways. It has enhanced our reach for target audiences,…
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This Year’s Top 6 B2B Marketing Predictions– Are You on Track?

Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014, we thought we’d provide a tidy summation of those top ideas – a “best of…
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Using Customer Insight to Drive C-Suite Leads

Customer insights are vital for creating differentiated and focused messaging that resonates uniquely with your target audience in today’s crowded marketing channels.  All too often, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
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B2B Content Marketing: 6 Guidelines on Satisfying Brand Expectations

  A recent McKinsey article* discusses new research indicating that a significant disconnects exists between brand messaging and what customers value most.  Global B2B enterprise companies promote the following themes most prominently regarding their businesses:   Role-model of corporate social…
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B2B Marketing Content: Creating Thought Leadership

The faster the rate of change, the more buyers will continue to value thought leadership as a means to understand the possibilities that technology might create for their companies. It also helps in avoiding poor or limiting purchase decisions.  Yet…
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