I’ve witnessed it “on the ground,” so to speak. More clients are asking for more B2B content projects, and for more varied ways to implement B2B content marketing. That anecdotal experience is backed up by the research. Let’s start with […]
They’re now, they’re wow. They might also be why your B2B content isn’t performing the way you expect.
According to a new survey of marketing leaders worldwide, artificial intelligence (AI) is expected to have an impact. But they think it’ll take a while. The April 2017 survey was by Salesforce, and respondents said they expected improvements in efficiency […]
Is content marketing a focus of successful B2B companies? Sure; it’s one of the insights delivered in this rather comprehensive study from Mattermark and Drift, dissecting the success factors behind the 50 fastest-growing B2B enterprises. But I’ll let the slideshow speak for itself. […]
Does your B2B content suck? If you’re not sure, there are some dead giveaways for B2B content suckitude. If you spot any of the following in your own content, it’s a good bet it meets the craptent standard. So it’s not doing what effective […]
It’s always a pleasure to work with smart clients. Excuse me if I’m repeating myself, but it’s true. The team at SparkPost (and I) have been excitedly informed that this column in MarTech Today was one of the five top-performing columns for […]
Content marketing is where companies – B2B and B2C alike – are now stacking their efforts and budgets. Hey, why not? Content marketing simply works, when done right.1 And as a content resource and strategist, it’s where I’ve found the most challenging, interesting […]
Watch me pontificate on B2B content marketing and its future prospects in this (mercifully brief?) segment on AccelerateB2B, hosted by the inestimable Dominic Caterbury of TurbineB2B!
How can you build a content publishing capability at your company? It’s not that hard. In fact, there’s a model out there that’s already been getting the job done for a couple hundred years. I can’t take credit for that insight. That […]
In present-day marketing automation and content marketing, the persona is king. Though as of a couple years ago, according to ITSMA, only 44% of B2B marketers were using personas. Adding personas mints sales like a marketer had just hit the engagement mother […]