While there is no shortage of good research out there on B2B content marketing (and we have highlighted some of it previously in this blog), we decided that it was time to conduct our own research study. That is a lot of what we do, after all, for our Smart Decision Guides – and survey-based …
Survey for The 2014 Benchmark Report on B2B Content Marketing Read More »
Companies have always had limited credibility when it comes to hawking their own wares. Even branded content that would appear to be informational and educational in nature will likely be assumed to have a hidden agenda. It’s a different story, however, when the messages and content are coming from independent third-party sources. That is certainly …
Why “Unbiased,” “Impartial” and “Objective” Matter in B2B Content Marketing Read More »
Precision is a word we often hear in the context of modern-day military operations. News coverage brings a continuous stream of commentary about “precision bombing” campaigns. Officials often boast about the “pinpoint accuracy” of bombs dropped from Nighthawk stealth fighters and Mach 6 spy drones. In fact, precision seems to be the defining word of …
When it comes to B2B content marketing for demand generation purposes, enterprise software companies have always been ahead of the curve. We should know. After all, members of our team have managed highly successful content marketing programs on behalf of hundreds of leading software providers. Recognizing the growing effectiveness of precision marketing using content marketing and …
Manufacturers Jump on the Content Marketing Bandwagon Read More »
Oracle Eloqua just published new research pertaining to B2B content marketing. One key finding revolves around the need to customize content marketing to different stages of the buyer journey and measure the results. According to the research, few B2B marketers currently excel, or are even performing sufficiently well, in these areas. The research suggests that …
More B2B Marketers Customize, License and Repurpose Content Assets Read More »
“If you can’t measure it, you can’t manage it,” the management guru Peter Drucker famously observed. Much has been written about the need to measure the ROI on content marketing. The challenge of doing so can be significant, however, particularly in the world of B2B. One problem is that content marketing campaigns can take many …
A new benchmark report, The 2014 B2B Buyer Landscape, came out this week. The report focuses, in part, on how content assets like eBooks, white papers and infographics influence buyers’ purchase decisions. Not surprisingly, the vast majority (82%) of senior executives who took the survey that served as the basis for the research said that …
How “Vendor-Neutral” Content Influences B2B Purchase Decisions Read More »
A new research study further validates what those of us who have been in the B2B content marketing business for many years already know: that 1.) Content marketing is becoming the primary workhorse for building brand awareness and generating qualified leads; and 2.) A majority of B2B companies are struggling to create content assets that …
New Research Highlights the Need for Outsourced Content Marketing Read More »
