Content Strategy

B2B Marketing Strategy: What’s a Real Differentiator? – B2B Marketing Article

A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by. Tech Needs Better Differentiators Here are a few ways technology companies tend to target the commonplace when they should be highlighting the unique. Multi-Cloud Is Not a Differentiator Sure, “multi-cloud” used to mean something special. When AWS was the only game in town, Azure was struggling to get recognized, and GCP was still on…

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Regift Your Content: 8 Reasons to Repurpose B2B Assets – B2B Marketing Article

When SiriusDecisions reported in 2015 that content marketers were wasting “tens of millions of dollars a year” on the 60% to 70% of content created by B2B marketing teams that never gets used, the industry took notice. The news spread quickly, and the stat appeared in blog posts and infographics all over the place. But what have we done about it since then? We simply can’t keep up with the growing demand for content if we’re creating everything net-new, and…

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10 Tips to Make the Most of Case Studies in B2B Content – B2B Marketing Article

Why Case Studies? According to the Content Preferences Report, buyers want to read about companies whose pain points they share. Millennial buyers express a similar sentiment, sharing in the Millennial buyers’ report that they placed a high value on learning from “people like them.” And, of course, case studies also present quantifiable facts about the results your customers have achieved implementing your solutions. Whether you’re already leveraging them in your content or plan to in the new year, here are…

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What Does 2020 Have in Store for B2B Marketers? – B2B Marketing Article

As part of my quest to find new ways to support our clients’ content marketing goals and strategies for 2020, I dove into the newly published B2B Content Marketing 2020: Benchmarks, Budgets, and Trends—North America from Content Marketing World (CMI) and spotted some notable takeaways. These insights may help you formulate your own marketing strategies for the new year. Key Takeaways From CMI Content marketing is mostly focused on the top of the funnel. Marketers said they successfully used content…

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People Pleasing ≠ Good Messaging – B2B Marketing Article

To develop a solid B2B messaging framework, you need to make some tough decisions. You also need to disappoint some people while delighting others. Sadly, too few companies do this. In all cases, this inability to commit leads to poor messaging and poor marketing.  “All Things To All People” = Bad Messaging Framework Nothing does it all. Everything has limits. But you wouldn’t know this when you read messaging from a B2B focused technology company. Let’s take a look at…

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A Cautionary Tale of Marketing Buzzwords – B2B Marketing Article

Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Stop Recycling Buzzy Taglines- Just Throw Them Out Unfortunately, B2B tech marketing has a tendency to go for fluff over substance. And marketers keep relying on the buzzwords that annoy and confuse customers…

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B2B Messaging: It’s Harder Than B2C – B2B Marketing Article

Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical. These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights. B2B Buying Happens By Committee With B2C sales, a marketer…

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