Guest Contributors

1. Are You Throwing Darts In The Dark With Your Content? 5/26/2022

   When you create content for your business, do you stop to think what the goal is? Many people think they need to create content for their business, yet they don’t know why. They are busy drafting a blog post or thoughts for social media, but they lack a plan. Or, if they have a plan, they don’t have a clear objective around what they want their content to accomplish. 

2. A Step-By-Step Approach To Creating A Predictable Revenue Model (PRM) For Your Business 5/12/2022

   The digital age has completely changed the game in business, data, and the world. Information, knowledge, and data are now so accessible, the biggest challenge is no longer finding it, but keeping data organized and ensuring the knowledge is credible and information is sound.

3. Your Marketing Should Be Like A Swiss Army Knife 3/22/2022

   Marketing is about managing priorities—there are so many things you could be doing, so it's crucial to focus on what matters most. Your marketing operations should be like a Swiss Army Knife: ready to employ whatever tool or strategy matters most at any given time, and then quickly pivoting to what's next.

4. A Fresh Look At Virtual Events For 2022 3/4/2022

   The global pandemic has seen virtual events quickly become the norm for eventgoers to safely connect with other experts in their field. This online shift has required some adjustment for event organizers and participants alike, and as we reach the two-year mark from the beginning of the pandemic, it's clear that virtual events are not going away. One global survey found that 94% of organizers are planning for virtual events in 2022.  

5. What Will Replace Third-Party Cookies? 2/17/2022

   At the start of 2020, Google announced the end of third-party cookies support in the Chrome web browser. Since then, the date has been pushed back to the end of 2023. But that doesn't mean marketers shouldn't be thinking about this now. For brands and the advertising industry, the magnitude of this change is huge.

6. Want To Have A Real Impact? Start With The 4 A’s Of Marketing 11/18/2021

   In my early days in B2B marketing, when print magazines ruled, I recall reading a short essay on the 4 A’s of Advertising. What struck me at the time was the essay’s focus on the buyer. It was among one of the first articles I read that captured the buyer perspective instead of the seller perspective. Yet we still see marketing and sales teams who expect to be able to shortcut the process and have a buyer go right from first contact to sale. It just doesn’t work that way! The 4 A’s can help us to better understand the buyer experience or journey. 

7. Why You Can't Afford To Ignore Content Clusters 3/24/2021

   A content cluster provides context as well as a logical path for readers.

8. Why Your Content Creation Strategy Needs Buyer-Centric Research 10/15/2020

   Choosing the content themes that will best drive buyer engagement used to be an educated guessing game, but now it can be an exact science thanks to primary research.

9. What Does Enough Thought Leadership Look Like In Content Marketing? 9/30/2020

   There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.

10. The Trouble With Silos 9/29/2020

    No one gets excited about adding another meeting to their schedule, but the right kind can offer immediate improvement if you suspect important information is getting trapped in your separate marketing and sales silos.