Category: Content Marketing
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Two recent surveys by Demand Gen Report highlight the importance of making it easy for potential buyers to find and access marketing content. Most B2B companies are already using content marketing in some form, so the challenge now is to make content marketing efforts as effective as possible. As it turns out, making content easier…
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In an earlier post, I explained why companies need different marketing content for customer acquisition vs. customer retention. Put simply, when the objective is customer acquisition, your content needs to weaken the grip of the status quo and convince your prospects to make a change. When the goal is customer retention, the exact opposite is…
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A few weeks ago, I published a post that discussed how to weaken the grip of the status quo. When your objective is to acquire new customers, the status quo is often your toughest competitor because most potential buyers have an inherent preference for their existing methods and processes. In most cases, no sale can…
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When Theodore Levitt taught marketing at the Harvard Business School, he frequently reminded his students that “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” The point Professor Levitt was making is that people don’t usually buy a product or service because they want the product or service itself. What they…
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Two recent studies provide several important insights regarding the role and importance of thought leadership content in the marketing mix. Thought leadership content is often the primary means of creating the initial engagement with a potential buyer. Therefore, it plays a critical role in the marketing efforts of many B2B companies. The Economist Group StudyThought…