Category: Content Marketing

How to Make Personalization Work in a Privacy-Conscious World

In my last post, I wrote that it’s time for marketers to rethink their approach to personalization. The value of personalized marketing has been widely recognized for nearly two decades, and most marketing pundits are recommending that marketers expand their use of personalization. They contend that marketers should make personalization more specific and use it […]

Three Critical Steps for Thought Leadership Success

It’s now abundantly clear that compelling thought leadership content has become a vital component of effective marketing for most B2B companies. Numerous research studies have demonstrated that business buyers are relying on thought leadership content and that it has a significant impact on purchase decisions. The 2020 B2B Thought Leadership Impact Study by Edelman Business […]

Why Your Marketing Content Should Be “Job Focused”

The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential customers are trying to accomplish when they purchase products or services like those you provide. In most cases, people don’t buy a product or service because they want that product or service itself. More often, […]

Two Observations on the New CMI/MarketingProfs Content Marketing Survey

A few days ago, the Content Marketing Institute and MarketingProfs published the findings of their latest content marketing survey. The B2B Content Marketing 2020:  Benchmarks, Budgets, and Trends – North America report is based on 679 survey responses from content marketers and marketing executives with B2B companies in North America. All respondents were with companies […]

Think Beyond Surveys for More Effective Research

In my last post, I discussed some of the major findings from the State of Original Research for Marketing 2019 survey by Mantis Research and BuzzSumo. This research found that a substantial number of companies have made original research an integral part of their marketing efforts. Sixty-one percent of the survey respondents who had conducted […]

Effective B2B Marketing Demands Original Research

A few days ago, Mantis Research and BuzzSumo published the results of their latest survey regarding the use of original research in marketing. The State of Original Research for Marketing 2019 survey was fielded in May and June of this year and produced 644 responses from global marketers. Forty-seven percent of the respondents were from […]

With Personalization, Less Can Be More

There is no longer any doubt that marketers overwhelmingly believe in the value of personalization. Most marketing leaders now view personalization as essential to marketing success, and providing personalized messages and customer experiences has become a top priority in many companies. Numerous research studies have confirmed that large majorities of marketers believe personalization improves marketing […]

Marketers Get Better At Strategic Content Management

Marketers have made noteworthy progress in managing content strategically, but still have work to do to match content with the right audience segments and customer expectations, and to fully leverage content management technologies.That is the major theme of the third annual content management survey published recently by the Content Marketing Institute. The objective of this […]