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THE TENDO VIEW

CONTENT MARKETING INSIGHTS & ANALYSIS

The 5 best quotes from Forrester's Forum

Posted by Paul Costanza

May 9, 2014

Despite the fact that event sponsorship and participation is costly and time consuming, marketers continue to invest in this tactic. In fact, 70% of B2B marketers rate live events as effective, one of the most powerful tools in their marketing arsenal.

Before addressing this, some context. Given the increasingly saturated media landscape; ubiquitous access to information; and inundated, time-strapped audiences; the greatest competition for your customers’ attention isn’t just a direct competitor, it’s the entire ecosystem of brands.

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Topics: Content Strategy

Jargon Watch: Phrases to Retire & Ones to Adopt

Posted by Julie Jares

May 8, 2014

When you work at an agency—and a marketing agency, no less—your exposure to a range of companies and industries puts you in a perfect position to discover words and phrases that have entered the lexicon (or in some cases, re-entered the lexicon). Given Tendo’s roster of technology clients, we get an extra dose of tech slang, making us feel like we’re at the jargon epicenter sometimes.

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Topics: Jargon

Where does content fit into your customer’s journey?

Posted by Josh Krist

May 7, 2014

Broadly speaking, there are two types of marketers—those who have a lot of content and those who don’t. They both share the same problem: Whatever content they do have, they’re not sure what to do with it.

Enter the customer journey. Buyers tend to go through four distinct phases before deciding to purchase or repurchase a product or service. If you know what your customer is looking for, you can use content more strategically. A white paper might not be right for a returning customer but a webinar on upgraded product features could be.

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Topics: Content Marketing, Demand Generation, Content Strategy