Engineers IEEE GlobalSpec Trew Marketing

98% of engineers value data sheets, but that’s not the only content marketers should develop

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 […]

B2B Content Marketing Research 2019

B2B content marketing research shows customer disconnect and need for ‘buyer enablement’

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 AI content marketing

Concured eyes opportunity to extend AI across both content marketing and sales

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 […]

B2B influencer marketing Lee Odden

Lend an EAR to understand Lee Odden’s approach to B2B influencer marketing

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 Stoke Pulse

How Adobe’s social team tied ‘Hack The Bracket’ to sales wins with Stoke Pulse

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 […]

rock n' roll B2B content marketing

Editor’s Note: Rock n’ roll history hints at the creative ingredient B2B content marketing really needs

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 […]

LinkedIn's content marketing approach for B2B

Inside LinkedIn’s content marketing principles for connecting with B2B customers

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 […]

Ann Handley CMWorld 2018

Ann Handley takes CMWorld 2018 on her journey from content ghost town to boom town

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 […]

3M content marketing

How 3M brings cross-functional groups together and develops content marketing that sticks

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 Aprimo Forrester Conex 2018

Uberflip, Aprimo and Forrester make the case for content experiences that go beyond demand generation

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 […]

Clutch B2B content SEO

Clutch quantifies the importance of SEO vs. social in driving B2B audience engagement

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 University

Pressboard develops branded content certification course to help marketers tell stories with ‘tweetable moments’

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 […]

Snowflake Computing

Snowflake Computing uses creative OOH and online education to market the power of cloud-based data warehousing

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, […]

MailChimp C2 Montreal 2018

CMOs at MailChimp, Blackrock and National Geographic Society chart the evolution of marketing

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 […]

John Deere The Furrow content marketing B2B

John Deere, Buzzfeed and Ryot Studio are all rooted in the same content marketing best practices

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 […]

PathFactory LookBookHQ

LookBookHQ rebrands as PathFactory as it launches an AI-based content insight and activation engine

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 […]

McAfee device to cloud ads

McAfee TV ad shows how it can protect enterprise data ‘from device to cloud’

McAfee has unveiled its first B2B ad campaign in more than 15 years, including a TV commercial and other assets that aim to shift its perception as an antivirus software provider to a firm that protects business professionals’ information from their devices to wherever it might reside in the cloud. The 30-second spot shows people […]