Category: Content Marketing
-
Content marketing has been an integral part of marketing at most B2B companies for most of the past decade. In every annual survey conducted by the Content Marketing Institute and MarketingProfs (beginning in 2010), about nine out of ten surveyed B2B marketers have reported their company was using content marketing in some form. Given the…
-
TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they view their vendors. The report is based on the results of two surveys. One was a survey of 438 individuals who played a key role in a significant business technology…
-
Business buyers are continuing to rely heavily on content to inform and support their buying decisions, but they are becoming more selective about the content they consume, and they show a strong preference for trustworthy and authoritative content. These are some of the major themes of Demand Gen Report’s 2018 Content Preferences Survey Report. Demand…
-
In Lewis Carroll’s Through the Looking Glass, the Red Queen takes Alice on a run in a forest. Alice and the Queen run very fast, but they never leave the place where they started. When Alice wonders why, the Red Queen explains: “Now here, you see, it takes all the running you can do, to…
-
Customer value propositions are an essential part of a company’s business strategy and the foundation for all of its marketing and sales efforts. Unfortunately, many companies don’t devote enough time and energy to defining their customer value propositions, and as a result, their marketing and sales efforts aren’t as productive as they could be. It’s…
-
Most of you have probably heard the story about the inebriated man who had lost the keys to his house and was searching for them under a street light. A police officer comes over and asks what he’s doing. “I’m looking for my keys,” the man says. He points to a spot about twenty feet…
-
If you’ve ever sold a house, you’ve probably heard about curb appeal. Curb appeal is the visual attractiveness of a house as seen from the street, and it is what creates the first impression of a house in the minds of potential buyers. Real estate professionals know that curb appeal plays a huge role in…
-
About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out to be our most widely-read post in 2017. The main theme of my post was that content marketing performance depends on several factors and that some of those factors are…