strategy 
Marketing Interactions
APRIL 26, 2022
This is a huge opportunity for how we develop humanness in B2B content experiences. We can start by dropping the jargon and the “scripts” of how we think marketing and sales content should sound and just talk to our B2B buyers like the professionals they are—as people. Perception is the Linchpin for Humanness in B2B Content.
Marketing Interactions
JUNE 23, 2017
In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. It also enables content creators to step into the persona’s shoes when the time comes to develop content or ideate programs designed to engage her. This means your content marketing program has infinite flex and agility.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Marketing Interactions
FEBRUARY 17, 2020
Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they encounter is out of context. Lack of Context in B2B Content Kills Engagement.
Marketing Interactions
JULY 31, 2022
I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it takes to create successful buyer-driven experiences (inside). The problem with this is strategy lurks behind the scenes as the scaffolding that holds up buyer-driven experiences. So, let’s dive in….
Marketing Interactions
MARCH 7, 2022
They don’t need basic education, they need an advanced, more personalized program. Content Ideas for Lost Opportunity Engagement. Share their content and then layer your perspective on top. Content that helps them consider all stakeholders required, how to engage and educate them and how to build consensus comes to mind.
Marketing Interactions
OCTOBER 8, 2020
One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. Put simply, sales reps have a huge opportunity to engage buyers in better conversations supported by relevant content.
Marketing Interactions
NOVEMBER 2, 2021
This one is critical for buyers given the overwhelming amount of content available on every topic—not to mention the conflicts in information they must untangle. Harness this rhythm and you’ll see higher engagement as buyers find resonance with your content because they learn information that helps them advance by answering their questions.
Expert insights. Personalized for you.
91 
Let's personalize your content