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 […]

CapGemini

CapGemini, LinkedIn reveal the roadblocks to greater collaboration between fintechs and big banks

The increased willingness of fintech startups to work with banks and other traditional financial services firms may be hampered by attitudes about their agility and ability to execute on innovative ideas, according to a global survey from CapGemini and LinkedIn released Wednesday. World Fintech Report 2018 was originally released late last month, but executives from […]

storytelling edge

Contently’s EIC explains why B2B brands may have a storytelling edge

They’ve produced all kinds of blog posts, infographics and other forms of storytelling for marketers, but now two of Contently’s senior leaders have turned to one of the most venerable mediums of all: a printed book on how to create great narratives for brands. In The Storytelling Edge, Contently Co-founder Shane Snow and Editor-in-Chief Joe […]

b2b lead generation

How to Harness the True Power of the 7 Top Content Types for B2B Lead Generation

Today’s top B2B brands tend to rely on seven types of marketing content to generate the majority of their leads. These content types include, in order of effectiveness, email marketing, content marketing social media marketing, landing page and website optimization, SEO, paid search, and webinars or virtual events.   Before your organization starts putting these […]

nDash

nDash opens up content marketing ideation by letting creators pitch entire industries

A content creation company called nDash is seeking to set itself apart from competitors by encouraging its stable of freelance writers to pitch to an entire industry rather than individual B2B brands on its platform. Based in Boston, nDash works much like Contently, Skyword and other startups in the content marketing space by helping brands […]

emotion in ai

Technology can’t replace the emotional aspects needed in creative content and leadership

You’ve seen the news, and you know that technology is taking people’s jobs at factories, fast food restaurants, and more. Is your B2B career next? According to McKinsey Global Institute’s latest report, “Jobs lost, jobs gained: Workforce transitions in a time of automation”: “Automation and AI will lift productivity and economic growth, but millions of […]

Destination Canada

Destination Canada pioneers industry-wide UGC network to address content marketing needs

Destination Canada has launched a network to collect, manage and share user-generated photos and videos with other travel and tourism marketing organizations, offering an example of how non-competitive firms in the same industry can work together to solve content marketing challenges. Based on technology from Toronto-based CrowdRiff, the user generated content (UGC) network pulls in […]

G2 Crowd

G2 Crowd CMO’s content strategy aims to stay one step ahead of business software buyers

The new chief marketing officer for business software and review comparison site G2 Crowd plans to elevate its content market strategy by targeting buyers who don’t even know they’re going to want applications and services. Chicago-based G2 Crowd brought on Ryan Bonnici, most recently the senior director of global marketing at Hubspot, as its CMO […]

emotional storytelling

3 Reasons B2B brands should aim for emotional storytelling

‘A rational framework with no space  — at least or less space — for emotions.’ This is a much-believed formula most business-to-business marketers follow without really questioning it. Marketing driven by emotions is considered to be the something that belongs mainly business-to-customer (B2C) marketers, whereas B2B firms rely on logical strategies and appeals to reason. That’s […]