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
OCTOBER 8, 2020
Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. As your products evolve, your content must keep pace. The Job of Sales Content.
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Marketing Interactions
APRIL 11, 2019
I’ve been actively involved in content marketing for 20 years. There’s something new to learn every day and content marketing feels like it’s taken over marketing. I remember back when just putting up a blog post once or twice per week was a novel approach to content marketing. The Evolution of Content.
Marketing Interactions
MAY 21, 2018
The intent to expand content marketing strategy and tactics is in every B2B marketing survey. B2B marketers plan to create more content, spend more on content marketing, increase the number of channels for content distribution, and add more technology to their marketing tech stack. consistency with their content.
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.
Marketing Interactions
DECEMBER 26, 2016
Nearly all B2B companies are using content marketing to attract and engage buyers. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. 37% have a documented content marketing strategy. We’ve been doing this for quite some time.
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. These types of details also play into tone, voice, and style for your content.
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