10 Steps to an Effective B2B Content Marketing Strategy

Man at whiteboard creating a strategy

If you’re planning your 2015 marketing, you likely have lots of content marketing projects in the works. And you’re not alone. According to research by the Content Marketing Institute (CMI) and MarketingProfs, 86% of B2B marketers now use content marketing to drive business. However, only 38% of B2B marketers think their content is effective. What [...]

5 Keys to Creating B2B Content That Engages Different Verticals

Creating B2B content for different verticals

According to new research by the Content Marketing Institute and MarketingProfs, B2B marketers create content for an average of four audiences. The 2015 B2B Content Marketing: Benchmarks, Budgets and Trends – North America report also states that B2B marketers use an average of 13 different content marketing tactics. This tactics include blogs, e-newsletters, case studies, [...]

3 Ways to Make Your Technology Marketing More Human [Insights from SpiceWorld 2014]

Robotic B2B Technology Marketing

IT professionals love robots. They can chat for hours about R2-D2, Data and K-9. However, they don’t feel the same about robotic marketing. I attended SpiceWorld 2014 and had the opportunity to sit down with Jennifer Slaski, executive director of marketing communications at Spiceworks. She offered advice on how technology marketers can make their content [...]

Why IT Buyers Aren’t Responding to Your Content [Insights from SpiceWorld]

Why_IT_buyers_do not_respond_to_your_content

According to a new report from Spiceworks, technology marketers are missing the mark when it comes to engaging IT buyers.   The How to Win Friends and Influence IT Pros report states that IT pros want to have honest conversations with their peers and brand reps when they make buying decisions. However, technology marketers place [...]