Latest Columns

31. Recycled Content: Giving New Life To Your B2B Marketing Strategy 9/30/2020

    Marketers might think content is stale, but buyers are so swamped with information that recycled content can still be a breath of fresh air when it is sent often enough to catch their attention.

32. How To Explain Content Marketing To Sales & Executive Teams 9/30/2020

    Content marketing might not be a new concept for marketers, but it usually is for sales teams, and that's why marketers need to take the initiative to educate their colleagues about what it is and how it works.

33. A Content Marketing Cheat Sheet For Non-Marketers 9/30/2020

    Commonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.

34. The Sales Funnel Is Not The Buyer's Journey 9/30/2020

    It’s time B2B marketers start looking for leads about to start a buyer’s journey instead of leads at the bottom of the outdated sales funnel.

35. B2B Content Marketing Is The New And Improved Trade Show Floor 9/29/2020

    The buyer’s journey has changed, and that’s exactly why B2B marketers need to invest more in content marketing and less in outdated brand awareness activities like trade shows.

36. Write For Someone, Not For Everyone 9/29/2020

    Developing accurate buyer personas and tailoring content might sound easy, but it’s arguably the most difficult – and the most important – part of the content marketing process.

37. 5 Stages Of B2B Content Marketing Maturity 9/29/2020

    Regardless of company size, industry, or experience, most B2B marketers go through these 5 stages of content marketing competency and maturity.

38. Sales Follow-Up: Where B2B Content Marketing Goes Wrong 9/29/2020

    A real-life example of how bad sales follow-up can ruin even the best content marketing strategy.

39. A New & Improved B2B Publishing Model 9/22/2020

    An effective publishing model today involves uncovering buyer intent using a reader-centric philosophy backed by data analytics. If that sounds complicated, it’s because it is.

40. So You Want To Be Your Own Publisher… 9/22/2020

    It’s a time consuming, resource-intensive endeavor to build, maintain, and grow a high-quality audience of B2B buyers, and that’s why being your own publisher is harder than you might think. In fact, it's typically THE hardest part of content marketing.