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Is Marketing Its Own Worst Enemy?

February 1, 2018 by Carla Johnson People have been talking about marketing’s need to change for as long as marketing’s been around. We’re told to adjust or perish. Choose between surviving and thriving. Stop taking orders and start creating value. But marketing has the potential to be much more than any of these best-case scenarios. Which is exactly the point …

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RESEARCH: B2B Enterprise Content Lacks Audience Centricity

April 13, 2017 by Carla Johnson Research from the Content Marketing Institute, released yesterday, shows how far B2B marketers still have to go to put customers squarely in the middle of conversations. Too many B2B marketers still focus on their brand, rather than their audience. In fact, 53 percent of respondents say they focus on creating content for audiences versus …

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[RESEARCH] B2B Marketers Getting Smart with Content Marketing

September 29, 2016 by Carla Johnson Last year’s lessons are this year’s successes when it comes to content marketing. The Content Marketing Institute and MarketingProfs released their 2017 B2B Content Marketing Benchmarks, Budgets, and Trends for North America and B2B marketers are experiencing more success than they did a year ago. One of the key findings from last year’s research …

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Customer Education: The Secret to Successful Marketing

September 1, 2016 by Chuck Frey In card games, trump cards carry much more value and importance than any of the other cards. In the world of modern marketing, customer education is the trump card – it’s critically important to winning the game. Remember, companies that play their cards the best will always win. It wasn’t always this way. In …

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Research: 4 Keys to Effective Enterprise Content Marketing

April 26, 2016 The Content Marketing Institute keeps rolling out research that give marketers better perspective about the growing profession we’re in. This week, CMI released B2B Enterprise Content Marketing 2016: Benchmarks, Budgets and Trends – North America. What’s clear is that we’re seeing a consistent trend for content marketing across all research sectors. While overall content marketing effectiveness is …