The efficacy of traditional outbound marketing channels—such as print advertisement, radio ads, and TV commercials—is in decline. As a result, savvy B2B marketers have turned to inbound tactics like content marketing and opt-in email marketing to provide customers with compelling, relevant, valuable content. But the question is: How do you know if your content is […]
We have exciting news! Tendo has acquired DEFT Digital, a content and digital strategy agency based in Washington, D.C. The acquisition of DEFT adds to Tendo’s already robust content strategy capabilities, bringing fresh perspective and new talent to the team. DEFT has a wealth of experience in content and digital strategy, from front-end brand definition […]
At Tendo, we work with a lot of different clients on a lot of different projects—which means a lot of different stakeholders. No matter how big or small a project is, there’s always a stakeholder—or two. Or three. There are our clients, who are our stakeholders, as well as their stakeholders, and their stakeholders… In […]
Meet Lindy Roux, the latest addition to Tendo’s content strategy/leadership team. A 20-year marketing veteran, Lindy has worked extensively for digital integrators, bringing the content and UX strategy behind various marketing tools to her clients. She’s infamous for her “lock-ins,” where she’ll put a technologist, a UX designer, and a content strategist in a room […]
How do you explain content strategy to friends at a party? I used to work in book publishing and everyone understood that. Now, as a content strategist, I often find myself fumbling to accurately describe what I do. Adding to the complexity is the fact that content strategy is evolving and means something different depending […]
At Tendo, we work with a range of clients—from companies just dipping their toes into content marketing to enterprises with sophisticated content marketing machines. Whether we’re helping them optimize an existing campaign or start a new one from scratch, we’ve found that there are a few shared traits that help us help them. Like most […]
If the $5 million price tag for a 30-second Super Bowl LII commercial tells us anything, it’s that video is still viewed as a powerful messaging tool. Even in B2B marketing, video is promoted as a way to help boost businesses from obscurity to relevance. Its power and popularity mean video is here to stay. […]
Many of our best modern innovations are the result of creative collaboration (the Internet being a great example). Ideas tend to generate more ideas, and the theory goes that more minds contributing to solving a specific problem will produce a better solution. But creative collaboration can sometimes feel like herding cats. It has its dark […]
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.
Unified communications (UC) technology integrates voice, email, and instant messaging services, along with video conferencing desktop sharing. When Plantronics decided to enter the fast-growing unified communications (UC) market, it had two main marketing objectives: Reposition the company as more than just a headset maker Introduce the headset as a critical piece of an overall UC […]