“Thought leadership” is a popular buzzword amongst B2B content creators tasked with giving business executives a leading voice in their industries. Like many buzzwords, “thought leader” has become so enmeshed in marketing vernacular that its definition is often reduced to its most elementary meaning — a sophisticated term for “industry expert.” So, what is a [...]
In this self-service age, B2B relationships are established in the digital space, and the process of earning trust begins with a Google search, engaging with content on your website or a discussion in social media. Just as B2C buyers seek solutions and services online and in social media, B2B buyers also strategically browse the Web [...]
Blogging. Email marketing. LinkedIn, Twitter and Facebook. Companies devote individuals, departments and specialist agencies to managing the nuances of a single content channel. With the number of channels available and the amount of content that customers expect, marketers often divide to conquer. But customers also expect a consistent journey — and that's why a myopic [...]
Brand storytelling is a type of content created to generate brand awareness. This is important to note because not all types of content serve to build brands, just as not all content serves to drive leads or nurture customer relationships. Brand awareness content supplements conversations on channels where a brand’s target audience is, such as [...]
When marketers make the case for investing in content development, the conversation frequently turns to ROI. Researchers often joke that if something cannot be measured then it does not exist. Corporate executives also tend to fall into the “measurement mindset.” Identifying the return on investment is important, and companies should consider both the measurable and [...]
