Tweet This week’s list of picks features articles and posts with a heavy emphasis on content marketing. As you’ll see in the article from eMarketer, content marketing isn’t really an option anymore. It’s a must-have. And whether you’re an old content marketing pro or just getting started, this week’s top five list will have something that will help you stand out. Enjoy! 2011 Trends: Content Marketing is Critical via @emarketer. The title says it all. Interruption marketing just doesn’t work as well as it used to. Engaging content is the wave of the future. Great article from Ardath Albee. MORE >>

Tweet You already know case studies are marketing gold. In fact, Eccolo’s recent survey of technology buyers and influencers showed nearly 80 percent of respondents said case studies were moderately to extremely influential in their buying decision. Now you’re ready to start preparing for next year by getting some new case studies for your company. That’s great! But before you schedule those client interviews, make sure your questions cover these two critical components of any good case study. The Problem Solving Process. And that’s good. Ask about that journey. Why is that so important? MORE >>

Tweet When you think “creative brief” you may automatically think “ad agency.” And that’s ok. Creative briefs are well within the traditional stomping grounds of agencies. Many won’t start a project without one. Interestingly, while clients seem happy to provide key project information for a creative brief, they often look at it as an agency product. Too often they look at it as something unique to agency projects. It’s not. good creative brief is a vital document that should be done for every marketing project regardless of who’s involved. Even if it’s an internal project. the person asked. MORE >>

Tweet This week’s top five starts with analysis of a fresh batch of research from Eccolo Media on what B2B Technology Buyers like in their collateral. It’s followed by some posts on how to be a thought leader and become a trusted expert resource. All content is meant to have prospects take some sort of action. If you think you may fall short in this area, check out the post on how to improve your calls-to-action. Last, but not least, see some metrics on the impact of Google Instant. Enjoy this week’s reads and let me know if you’ve found something you think I’ve missed. Until next week! MORE >>

Tweet Last week Eccolo Media released the 2010 B2B Technology Collateral Survey Report. This survey gathered preferences of 500 U.S.-based based respondents who were influencers or decision makers on a technology buy. And here’s what they shared…. Brochures and data sheets are the most frequently consumed content (83%). White papers are the most influential content. Both influencers and decision makers ranked white papers as being most influential. After white papers, case studies are considered most influential. The number one disappointment? Poorly written content. Effectiveness. MORE >>