Category: Content Marketing

  • Three Ways to Make Your Case Studies More Persuasive

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    Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and MarketingProfs, 73% of B2B marketers are using case studies for content marketing purposes. Recent research on the effectiveness of customer case studies has produced mixed results. For example, in the…

  • B2B Buyers Remain Skeptical About Vendor Content

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    Last month, TrustRadius published the findings of its third annual B2B buying disconnect research. The 2019 B2B Buying Disconnect report is based on a survey of 712 individuals who were involved in a significant purchase of business technology during the preceding year, and on a survey of 229 individuals who worked for technology vendors in…

  • The Growing Influence of Compelling Thought Leadership

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    Business buyers broadly agree that thought leadership content impacts their purchase decisions at every stage of the buying process. And recent research by Edelman and LinkedIn shows that the influence of thought leadership is growing. The research also shows, however, that thought leadership is a double-edged sword.In November of last year, Edelman and LinkedIn conducted…

  • Do Marketers Have a Clear Picture of Buyer Trust?

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    Earlier this month, the Content Marketing Institute and MarketingProfs published the findings of their latest B2B content marketing survey. The B2B Content Marketing 2019:  Benchmarks, Budgets, and Trends-North America report presents findings from 771 North American respondents who indicated their company primarily sells to other businesses. CMI and MarketingProfs made a fairly significant change to…

  • Getting Thought Leadership Right in 2019

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    There’s no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Research studies have confirmed that business buyers are consuming more thought leadership content, and that it affects decisions at every stage of the buying process. Research also shows, however, that business decision makers have become more selective…

  • The Differences Between B2B and B2C Marketing That Still Matter

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    In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the practice of marketing. According to Samuel, the divide is between “online B2B marketers” who “want to gain and convert website traffic into…

  • Written Content Still Matters in B2B Marketing

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    Unless you’ve been completely off the grid for the past several years, you’re well aware that the popularity of video content has exploded. eMarketer recently estimated that U.S. adults now spend over an hour per day watching videos on digital devices. Omnicore has reported that in early 2018, YouTube had 1.57 billion monthly active users…

  • Original Research Powers Compelling Thought Leadership

    It’s now clear that thought leadership content is having a major impact on B2B buying decisions. Several recent studies have confirmed that business buyers are consuming more thought leadership content, and that thought leadership affects decisions at every stage of the buying process. However, many of the same studies have also found that business buyers…