Marketing Interactions
SEPTEMBER 14, 2021
The content we use to engage B2B buyers must resonate and be relevant. However, sometimes we’re our own enemy in the engagement and relevance department. Come across a brilliant idea for content that we can’t say no to, created it and launched it to an unsuspecting audience thinking they’ll be thrilled. We’ve all done it.
Marketing Interactions
APRIL 14, 2019
Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Content-Driven Conversations Rely on Nuance. Dry content won’t cut it.
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Marketing Interactions
MAY 23, 2018
When I was asked to review Kapost’s latest benchmark on B2B content operations strategy, I jumped at the chance. Content operations as a standard practice is still a pretty new concept for many B2B organizations, and I was curious to see how it was going. Oh, I have logins to the systems, Google Docs, Slack, and Chatter.
Marketing Interactions
JULY 25, 2021
Hyper-relevant. Just ask Google. But here’s my real problem with hyper – marketers haven’t mastered relevance, personalization, targeting, or experiences in their original forms. Is this an example of hyper-relevance? Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper?
Marketing Interactions
JANUARY 3, 2022
Unfortunately, many marketing campaigns provide the same content to both buyers and customers. Therefore, the same content isn’t useful for both contexts. What if they’re not using some of the features and functions – then educational content would apply, right? As well as show them that the content really isn’t for them.
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