February 26, 2015
The most important goal of a B2B blog post is to resonate and satisfy the informational needs of your audience. But for a post to resonate, it has to be seen. The sheer volume of information available to your audience, though, makes getting seen incredibly difficult. It boils down to attention economics—a numbers game. In today’s age of blog overload, how do you get yours to stand out?
Topics: Blogging, Content Creation, Infographics
June 10, 2014
Recently, a few of us were on a call with a marketing prospect. The prospect mentioned that they intended to conduct a competitive review to find out how their content stacked up against their competition. We were excited to hear this. Yet, as we delved deeper into what that review would include, we realized that the prospect was only going to have about half of the information they would need to execute against the broader business goals of repositioning the brand and driving leads into the sales organization.
Topics: Content Campaigns, Content Marketing, Content Creation
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.
Topics: Content Strategy