Marketing Interactions
MAY 21, 2018
As our ability to collect data grows, so do the different ways we can measure content performance. It’s hard to inform anything about your content marketing strategy with such low results. Yet, we seem content to continue to send email campaigns with mediocre performance. Don’t Let Your Content Become a Dead End.
Marketing Interactions
JUNE 23, 2017
While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. One of the key foundational elements to a content marketing strategy is a buyer persona.
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Marketing Interactions
OCTOBER 24, 2021
Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. Let’s look at 4 content marketing challenges and how you can defeat them. Many of them aren’t content writers—nor do they want to be.
Marketing Interactions
FEBRUARY 7, 2020
We can’t push buyers forward by burying them in information and expecting them to embark on an archaeological dig to extricate what’s meaningful to them. We need to size our B2B content to fit into those windows of opportunity in a way that’s meaningful and fuels purpose. Go Small and Deep with B2B Content. What a waste.
Marketing Interactions
NOVEMBER 29, 2021
To gate or not to gate your B2B content? Even though we know better, we seem unable to give B2B buyers what they want > unfettered access to information that helps them consider and manage change in the solving of their critical problems. Completing all those “jobs to be done” requires a wealth of information.
Marketing Interactions
SEPTEMBER 21, 2021
Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. And much of the B2B content produced is leaving buyers cold. We often think of thought leadership as somewhat of a specialty format of content. Like Pillar content or content designed to drive “lead” gen.
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.
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