How Communities Are Changing Marketing (And Four Community-Building Lessons)
In this article, you’ll learn… • Why companies are overlooking the power of communities • How communities will change marketing • Four key lessons in community-building Long ago (think 2002), people would think you were crazy when you talked about the powerful intersection of community and content. Online communities? Those died in the dot com […]
Content vs. Messaging How the Digital Customer Narrative Is Changing Marketing
In this article, you’ll learn… • Three ideas about content that marketers need to embrace • Six lessons about customer-brand interactions • The difference between content and messaging Look beyond the hype of social media, and you’ll see that social networks and community dynamics have fundamentally changed many of the most intrinsically understood truths of […]
Content Marketing – From Brand Journalism to Tools for Diagnosis
We think about content marketing as being the same as brand journalism. But for considered purchases and B2B, content marketing is more effective when it’s less about articles and more about tools. When we talk about marketing content we are mainly talking about articles, blog posts and other narrative-style content that has its roots in […]
Have We Hit Peak Human Marketing?
Have we hit ‘peak human marketing’? Four years ago tech and data to many marketers meant Facebook and pageviews. Today marketing technology has exploded. Is the marketing industry about to experience the tech-related pain publishing has gone through? Marketers, look at the marketing technology landscape and weep. There’s a new marketing sheriff in town and […]
4 steps to a customer-led, goal-driven B2B content marketing plan
4 steps to a customer-led, goal-driven B2B content marketing plan Content marketing is effective, but it’s not easy to plan. If it isn’t strategic, based on corporate priorities, it won’t get the right results. Without focus on customer needs, it won’t get attention. Here’s what to do. Nearly 50 percent percent of the 88 percent […]