No matter what the task is—creating an editorial calendar, tracking site metrics, auditing content, or planning a migration—here at Tendo we always start with the data. How much content do you have? Where is it? How much traffic? There are scores of data points available, and with the growth of self-service analytics and business intelligence […]
William Faulkner coined a literary expression that all content creators should know: “In writing, you must kill all your darlings.” Eliminating cherished but unnecessary words and phrases is essential to good writing. Faulkner’s advice may sound morbid, but it is spot-on for any writer, from novelists to B2B marketers.
A content conversation with Oren Singer, Head of Global Distribution Marketing at Cisco
Audience attention is one of the most precious commodities for the modern marketer. Earning and cultivating an audience is a challenge all companies face. The role content can play in attracting, engaging, and retaining audiences is second to none. Harnessing that power, however, is extraordinarily difficult.
Advances in web technology, specifically the ability to collect and analyze content consumption data, promise more personalized and relevant digital experiences for customers. The inherent business value of this idea has led many B2B marketers to invest in website personalization and optimization initiatives. Yet despite this investment, organizations still struggle to effectively use data to achieve these goals.
Since Tendo’s founding in 1999, we’ve always sent out a holiday message. It’s a way for us to step back from our day-to-day tasks and deliverables and thank our clients and friendos for their collaboration, their support, and frankly, their business throughout the year.
When you read the phrase “house style guide,” do you think it’s time to replace the office carpet? Many employees don’t know anything about their company’s style guide, or even that there is such a thing as an established writing style for a business. That’s a missed opportunity, because many customers find your business online and in print—not in physical offices and brick-and-mortar stores.
Marketers have access to more data than ever before. Our business decisions depend on it—so much so that “Show me the data!” has become a rallying cry heard in nearly every discussion in which strategy, execution, or measurement is up for debate. Content, and its role in the buying process, is no exception.
The efficacy of traditional outbound marketing channels is in decline. As a result, savvy B2B marketers have turned to inbound tactics to provide customers with compelling, relevant, valuable content. But the question is: How do you know if your content is compelling? Research shows that in order to make your brand resonate, you need to […]
Content marketers are in the business of attention economics. The content the audience sees and engages with must be relevant or of interest. But due to the ubiquity of information today, if content is to stand out it has to be both.
What makes content interesting can directly or indirectly be attributed to hype. Yet the term “hype” is pejorative. As a noun, its consequences are negative or neutral. As a verb, it connotes carnival barking. At Tendo, however, we believe hype gets a bad rap. In fact, we believe it has the ability to leave an indelible impression on your audience. If done well—not as self-promotion—hype will not only engage your audience but help your message endure and prevail.