Category: Content marketing


Stop Stealing My Attention!

If you believe that attention is valuable currency in today’s world, then advertisements that force themselves on our attention are like people stealing money from our pockets.    by  dullhunk    Interrupt-driven advertising or marketing is becoming less effective as we find…

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Content Marketing vs. Marketing with Content

Content has always been a part of marketing. B2B technology marketing in particular relies heavily on content like white papers, demonstrations and case studies to explain the technology. This fact leaves some marketers wondering about the distinction between marketing with content and…

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Another Book Review of Everybody Writes

You don’t have to be a reluctant writer to get value from Ann Handley’s latest book, Everybody Writes. With content marketing gaining ground, more people are now on the hook for creating content through blog posts, articles and other written…

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Improve Your Customer Focus with 4 Simple Questions

The better you know your customers, the easier it is to create the content that they find valuable and engaging. The recent B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study by MarketingProfs and the Content Marketing Institute asked B2B marketers…

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3 Reasons to Love Long-Form Content

   by  SimplySteff,    Someone asked me recently, “Do people even read white papers anymore?” The question is understandable, especially if you’re not in B2B technology. The trend in content marketing is towards short, “snackable” content that’s easy to share. And I applaud…

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Content Marketing: Past, present and future

Want an illustration of how far content marketing has come as a practice? I was at a wedding a few weeks back, speaking with someone who does video for brands. Just to try it out, I described myself as a…

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What’s your True Story? (Book review)

David Meerman Scott’s New Rules of Marketing and PR came out in 2007, which seems like a lifetime ago. Now it’s a “marketing classic.” As the world continues to evolve, marketers need to be lifelong learners to stay current. In…

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Content marketing and online courseware

Content marketing aims to educate and inform. And what’s more educational, at scale, than Massively Open Online Courseware (MOOC)? I was struck by the content marketing possibilities of online courseware after completing an online class on Sustainability and Business Innovation presented by…

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Measuring content marketing effectiveness

How do you measure the performance of your content marketing?  LinkedIn recently introduced a Content Marketing Score to track and benchmark the performance of content on the LinkedIn network. This effort highlights a larger issue – it’s tough to track the effectiveness of…

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5 strategies for faster customer story approvals

Customer stories often have bad rap in marketing organizations.  Everyone loves them when they’re done. But the process of publishing customer stories can be difficult – you’ve got to line up interviews with the customers, write and edit the story,…

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