Marketing Interactions

MARCH 25, 2023

If this doesn’t concern you as a B2B content marketer, it should. B2B content is plentiful. Just not content that’s meaningful, provocative, or forward-thinking. Risk Aversion: The Kiss of Beige for B2B Content Marketing There’s a false sense of security in the status quo. They’re creating content for anyone.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Marketing Interactions

FEBRUARY 7, 2020

What will we write about that will be interesting over 6-month span (or longer)? 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 if marketers were to take a “microlearning” approach to content? What a waste.

B2B 114

B2B Content B2B Marketing Trust Marketing 114

Marketing Interactions

JANUARY 15, 2023

For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant content without the need to develop the skills to write their way out.

Marketing Management 80

Marketing Management B2B Vendors Buy 80

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.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

Marketing Interactions

MARCH 7, 2022

Most companies tend to either write them off or recycle them back into their existing net new B2B nurturing programs. Content Ideas for Lost Opportunity Engagement. Share their content and then layer your perspective on top. Buyer enablement content will also serve your net new buyer programs well.

Ideal Customer Profiles 88

Ideal Customer Profiles B2B B2B Thought Leadership Peer-to-peer 88

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.

B2B 75

B2B B2B Sales Webinar Metrics Buy 75

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.

Buy 77

Buy B2B Peer-to-peer Work Management 77