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THE TENDO VIEW

CONTENT MARKETING INSIGHTS & ANALYSIS

Does Your Content Leave a Lasting Impression?

Posted by Steve Middleton

January 20, 2016

"A wealth of information creates a poverty of attention."—Herbert Simon, Nobel Laureate

Simon’s 45-year-old observation will resonate with any demand generation marketer today. Due to years of irrational content exuberance, the supply of content has surpassed customers’ demand. Yet according to the Content Marketing Institute’s 2015 annual survey, marketers’ biggest challenge is producing engaging content. So while the deluge of substandard content has undeniably surpassed customers’ demand, the supply of quality content has a way to go.

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Topics: Demand Generation

Why More Content Isn't Always the Answer

Posted by Paul Costanza and Zach Edling

July 9, 2015

According to a recent Salesforce report, the three most pressing business challenges facing B2B marketers are:

  1. New business development
  2. Quality of leads
  3. Demand and lead generation

So how will these B2B marketers overcome their biggest challenges? One indication is where they plan to invest their budget in the coming year. And according to the same Salesforce report, 68 percent plan to increase their spend on content marketing—more than any other single budget item.

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Topics: Content Marketing, Demand Generation, Content Creation

Three Steps to Maximizing Your Demand Generation Budget

Posted by Steve Middleton

February 19, 2015

Demand generation marketers are heavily investing in content creation. It’s a trend that doesn’t show signs of slowing as these same marketers still struggle to create enough content to meet customers’ informational needs across the buyer’s journey. More critically, they often don’t know what kinds of content they need to invest in.

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Topics: Demand Generation

Back to the future: New ideas invigorate older content formats

Posted by Paul Way

December 10, 2014

My name is Paul, and I’m addicted to the Investigation Discovery cable channel.

“ID”—for those not in the know—is Discovery Communications’ 24/7 collection of original and curated true-crime mysteries. Recently, my ID addiction led to the discovery of “Serial,” a new true-crime show that investigates a 15-year-old murder case. The show isn’t on TV. In fact, it’s not on radio or YouTube, either. It’s actually in a trendy digital format that’s risen in popularity by 25 percent from 2013-2014, according to Edison Research.

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Topics: Content Marketing, Demand Generation, Interactive Media, Content Tools, Video, virtual events, podcasts

Video: The New Offer Content

Posted by Bill Golden

October 8, 2014

Video plays a number of important roles across the demand generation cycle. It can drive people to gated assets, be a component of lead-nurture streams, or complement and enhance primary offer content like e-books and virtual events. But it could also be the offer content if you follow these three steps.

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Topics: Demand Generation, Video

Event Content: 10 Tips to Increase ROI

Posted by Steve Middleton

July 3, 2014

According to the Content Marketing Institute and Marketing Profs, events are the most effective content marketing tactic. They’re also a goldmine for content that can be leveraged and repurposed to drive engagement and demand. But to ensure your event content continues to add value, you need a plan.

Use these 10 tips to maximize the value of your live event. 

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Topics: Content Metrics and Analytics, Content Marketing, Demand Generation, Content Creation

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