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Five Demand Generation Myths That Need To Be Dispelled

February 20, 2018 by Carlos Hidalgo  Demand generation is a key part of the customer experience. Ensuring that buyers have a good buying experience is a necessary stage in the content experience continuum. However, many myths abound with demand generation, which are making it harder for B2B marketers to have success. Below are the five most common myths about demand generation …

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What do B2B Customers Want in 2018?

January 23, 2018 By Carla Johnson Getting their message and content in front of their target audience is the biggest challenge B2B executives say they face in 2018, according to Bridge the Gap: The State of B2B Marketing Communications 2018, a report published by communications technology company Ytel. In fact, 55 percent of the 2000+ CEOs and other top executives …

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Why B2B Brands Should Jump on the UGC Bandwagon

January 2, 2018 by Mitch Duckler For years, the world’s biggest B2C brands (e.g. Starbucks, Target, Coca-Cola) have been riding the user-generated content (UGC) wave, while B2B brands have only recently begun to gain traction in creating and distributing UGC. Between 70 and 90 percent of the buyer’s journey is complete before engaging with a vendor, and according to Forrester, a customer …

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How a B2B Technology Company Evolved Their Content Purpose

December 14, 2017 by Carla Johnson In Silicon Valley there’s a large B2B software firm (yes, there are a lots of them…this is the point). This company sells different software across several business functions. John, a new senior-level enterprise sales representative, was brought on to work at the company. Management wanted him because of his deep expertise in the financial …

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4 Archetypes of Purpose-Driven Content

November 2, 2017 by Carla Johnson Trying to figure out how we manage a strategy to create experiences is hard. But one of the first things we have to understand is the purpose behind every piece of content we create. This is what gives everything we create context. We’ll always write brochures, annual reports, web pages, emails, landing pages, advertising …

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Blueprint for a Successful Content Marketing Strategy

October 31, 2017 by Robert Wendt Who in their right mind would build a house without a blueprint? You need a detailed blueprint to convert the piles of building materials on your empty lot into a beautiful, finished home. If you try to build it on your own, without a blueprint, you’ll end up with a haphazard structure that will …

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You’re in the Business of Truth Not Facts

October 26, 2017 by Carla Johnson Think about your experience with marketing for a minute. Here are some things we know to be true. We know we’re not really going to drag and drop and edit presentations, or work on movies right on our iPhone. The TV commercial showing people doing that on their iPhones makes it seem like it’s …

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[RESEARCH] B2B Marketers Getting Smart With Content Marketing

September 28, 2017 by Carla Johnson The Content Marketing Institute and MarketingProfs released their annual research this week – B2B Content Marketing 2018: Benchmarks, Budgets, and Trends – North America. In it, Joe Pulizzi and Ann Handley tell us that B2B marketers keep seeing content marketing success as they look at ways to be more creative and build their audience. …