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A five-step plan to create stellar thought leadership

A five-step plan to create stellar thought leadership

With the rise of content marketing, thought leadership has become increasingly popular, especially in technology and consulting. Thought leadership pieces provide a great way to demonstrate your knowledge while providing added value to clients and customers. But, despite the benefits that great thought leadership can provide, many go about creating thought leadership pieces all wrong….
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Deeper segmentation key to Thought leadership success

Deeper segmentation key to Thought leadership success

Content marketing is by no means a new concept. B2B businesses and professional service firms have been publishing content for years. Today, a stunning 90% of B2B organizations use content marketing to build their brands, promote their business, and cement their credibility. However, as more businesses are adopting content marketing, it has become increasingly difficult…
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The Cornerstone of Quality

The Cornerstone of Quality

How to achieve marketing success with limited resources Today’s content marketers are confronted with two conflicting challenges. On the one hand, there is increasing pressure to create consistent, high-quality content. Competition is increasing—according to one recent survey, nearly 90% of B2B marketers actively use content marketing. This means that not only is there more content…
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The value of thought leadership in driving business growth

The value of thought leadership in driving business growth

When it comes to driving business growth, communications often play an essential role. From informative outreach to potential customers to ongoing insights to ensure current customers feel valued, communications can make the difference between a single project or purchase and the establishment of a long-term customer relationship. While most organizations have a wealth of shareable…
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Content That Keeps Giving:

Content That Keeps Giving:

Achieving full value from your cornerstone content In my recent blog post, I talked about how today’s content marketer’s need to create attention-grabbing, high-quality content, while operating with less time and fewer resources. In my experience, the best way to address these competing challenges is to create a few high-quality “cornerstone” pieces that are properly…
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The Danger of Marketing Automation

The Danger of Marketing Automation

Marketing automation is a double-edged sword. On the one hand, marketing automation can be a life-saver for busy marketers. The power to schedule blogs, social media posts and other material helps you get ahead of the curve and avoid the last-minute scramble that often leads to sub-par content. I’ve used a number of great marketing…
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Where are the weak links in your content marketing?

Where are the weak links in your content marketing?

Great content marketing relies on two things: quality and consistency. You can’t have one without the other. Too often I see marketers focusing their efforts on a couple of strong pieces of content per year, then letting the rest fall by the wayside. When filler and fluff dominate the calendar, great content gets lost in…
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Building an Effective Content Marketing Mission Statement

Building an Effective Content Marketing Mission Statement

Content marketing success comes down to one thing: consistently developing amazing content. Easy to say, harder to achieve. While a content marketing strategy is a necessary component of creating effective content, high-level strategies don’t always help when it comes to making in-the-moment marketing decisions. Worse, over time most marketers stray from their original strategy. The…
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Five Elements of a Strong Buyer Persona

Five Elements of a Strong Buyer Persona

Despite the continued rise in content marketing, it’s surprising to discover how many B2B marketers don’t use buyer personas to guide their activities. This is a missed opportunity! Understanding your prospective customers’ wants, needs and goals is critical to creating an effective content marketing strategy. This knowledge should form the strong foundation on which all…
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The B2B buyer—look beyond the person who signs the cheques

The B2B buyer—look beyond the person who signs the cheques

Most B2B-focused companies have embraced content marketing as a way to guide buyers through their purchasing journey. It’s easy to see why—content marketing generates impressive results. But, when it comes to correctly identifying the audience for content marketing pieces, many marketers make a critical error. The basic idea behind content marketing is to provide a…
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