Eighty three per cent of B2B marketers say the production of content is their top priority, and a nearly a third have driving sales and conversions as their primary goal, according to a study from Walker Sands released Thursday. Based on a survey of approximately 300 marketers, the report from Chicago-based agency Walker Sands, titled […]
It may be pervasive among among industry analysts, keynote speakers and best-selling business book authors, but 32 per cent B2B marketers say the use of jargon like “disruption” could make them question or doubt a vendor. The survey of approximately 1,000 U.S. B2B marketers, which was conducted by Propeller Insights for San Francisco-based tech PR […]
Blog posts and white papers may reign supreme among many content marketers, but a survey of engineers shows data sheets and case studies rank highest among highly technical decision makers. In the 2019 Smart Marketing For Engineers report, produced by IEEE GlobalSpec and Trew Marketing based in Austin, 98 per cent of the more than […]
While the vast majority of enterprise-oriented marketers say they put their audience’s interests ahead of their products or services and are developing detailed personas, less than half of them are actually talking to customers to inform the stories they tell, according to the latest B2B content marketing research from the Content Marketing Institute. The data […]
Concured has already brought artificial intelligence to augment the creative creative stories brands tell through content marketing. Its next chapter will focus on sales enablement. Based in London, Concured uses AI to address a lot of the unknown questions that make the creative process in content marketing so difficult. Its technology ingests data to help […]
Lee Odden knows he’s no Kylie Jenner, but he’s excited enough about the potential of B2B influencer marketing that he gave it a try. In his Content Marketing World session on the subject last week, Odden — founder and CEO of TopRank Marketing — showed a self-portrait that mirrored an image from Instagram in which […]
Adobe says it has been able to tie the results of enterprise social media activity like its recent ‘Hack The Bracket’ campaign directly to revenue for the first time thanks to a system designed by content marketing agency, Stoke. Speaking at Content Marketing World in Cleveland last week, Adobe’s head of social media for its […]
I’m not the first one to say this, but there’s something about the Rock n’ Roll Hall of Fame that turns one of the most subversive musical genres into a stuffy, almost archaic collection of content. Walking through the museum during the opening party at Content Marketing World in Cleveland this week, I dutifully checked […]
It may be the world’s de facto social network for B2B professionals, but LinkedIn’s content marketing lead says the company has had to overcome all the same challenges as its customers in creating the right approach to storytelling and engaging an audience. Speaking at Content Marketing World 2018 in Cleveland, Megan Golden said the company […]
Even before she began her Content Marketing World keynote about an unexpected twist in her career, Ann Handley experienced another one. The chief content officer at Marketing Profs was still backstage at Cleveland’s Huntington Convention Center on Wednesday when she was announced as the first-ever recipient of a new ‘Hero Award’ given by the Content […]
As you might expect from a company like 3M, the road to content marketing success is paved with Post-It notes. They fill the various panels of a white board, and each color represents something different. The yellow Post-Its, for example, refer to tactics, while blue ones are stuck next to calls to action or things […]
Uberflip is not only hosting a conference whose name refers to ‘the content experience” this week — it has also recently hired new talent in a department with the same name that’s focused on an area far beyond demand generation. A panel discussion at CONEX, which is taking place in Toronto, included Paige Gerber, Uberflilp’s […]
While difficulties brought on by changes in Google’s algorithms may have led more marketers to focus on social media to connect with customers, research from Clutch shows 87 per cent of B2B audiences cite search engines as their No. 1 way of discovering business content. Washington-based Clutch, which offers reviews and ratings as well as […]
Pressboard is going to help teach more companies how to create the kind of branded content publishers want through a free online education program that will include the Wall Street Journal’s former global content director as a strategic advisor. Since its launch four years ago, Pressboard has worked with a slew of brands to act […]
There are lots of consumer-oriented companies celebrating Pride Month in their marketing right now, but those driving along Highway 101 in the Bay Area of California recently have seen how a B2B technology company like Snowflake Computing can offer a unique take on a powerful message. “THE DATA IS IN: LOVE WINS,” proclaims the billboard, […]
You would think after having the good fortune of sponsoring Serial, the podcast that became so popular it almost single-handedly defined the genre — MailChimp could have counted on some pretty strong name recognition. The company’s ads, however, tended to reflect a some common mispronunciations, with people walking around calling it “MailKimp.” According to Tom […]
It’s been called the world’s oldest content marketing vehicle, so David Jones is not surprised when people look at The Furrow and ask the publications manager at John Deere for the secrets of its success. “We do things consistently and we do things well, and we do things consistently well,” he told the audience Wednesday […]
LookBookHQ on Tuesday launched an application to help B2B marketers get more insight to improve their content marketing efforts called PathFactory Engine, the first word of which will also serve as the firm’s new name as part of a rebranding effort. The company will be showcasing PathFactory Engine and speaking at the Sirius Decisions Summit […]
A successful marketer is the one who thinks of the future. Voice content marketing is the future of content marketing and B2B marketers need to realize it’s importance sooner. Voice search is constantly growing and it has been estimated that by 2020, 50% of all searches will be voice search. These are big numbers and […]
When it comes to your B2B content, you may have an outside copywriter write it for you. Or, you may try to follow all of the tips and insights out there and write it yourself. Either way, when was the last time you reviewed your process? What are your response rates on your call-to-action? Do […]
