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 […]

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 […]

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 […]

B2B UX design

5 UX changes B2B marketers can make to boost path-to-purchase conversions

Most marketers know the chief difference between the purchase process of B2C and B2B models: consumer transactions are typically simpler, streamlined and influenced by emotion, whereas business conversion is gradual, complex, and usually marred in red tape and protocol. UX design agencies are familiar with this disparity too—crafting an ideal user experience for a B2C company’s […]

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 […]

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 […]

Contently

Contently CMO wants to help marketers bring accountability to storytelling

Contently is evolving from a service that connects freelancers and brands to a platform that will make marketers more accountable for the work they do, according to the firm’s CMO. A New York-based startup founded in 2011 just as content marketing was becoming a bigger topic, Contently brought on Kelly Wenzel as its CMO earlier […]

content social media marketing

Five Reasons Why B2B Companies Fail at Content and Social Media Marketing

In such a rapidly changing environment like the Internet, B2B companies often struggle to understand the concept of content marketing and implement it properly. For some, it’s still reserved for the consumer market, so they abandon the idea. According to 2016 B2B Content Marketing Trends – North America, marketers are predominantly using it but the […]

creativity HitRecord.com Joseph Gordon Levitt

Joseph Gordon-Levitt offers three pillars for fostering creativity online

Marketers who want to find new sources of creativity need to move past the ideas of crowdsourcing, free culture and socializing online to community-building, fair compensation and collaboration, Joseph Gordon-Levitt told Content Marketing World 2017. The film and TV actor, who also helms the digital production company HitRecord, closed out the event for brands and […]

thought leadership CMWorld 2017

LinkedIn exec says B2B firms should take a Disney-like approach to thought leadership

The content they create may have little in common with the Avengers, Star Wars or Doctor Strange, but a LinkedIn executive told Content Marketing World 2017 that Disney’s approach to hit movies could help B2B firms improve their thought leadership strategy. In a Thursday session at the conference, which is taking place in Cleveland this […]

content marekting budget

A bigger content marketing budget comes down to one question

Make the boss happy or make customers successful: That’s the difficult choice content marketers may have to make if they want a bigger budget, according to Michael Brenner. The principal of the Marketing Insider Group, Brenner addressed an issue that will likely face many of those attending Content Marketing World in Cleveland this week when […]