If you’ve been following recent trends in B2B demand generation, you know there’s an explosion happening right now in marketing technology—also known by its portmanteau “martech.” Marketers are employing an arsenal of sophisticated tools and techniques to engage with their target audiences and deliver increasingly personalized experiences across a variety of touchpoints. Slight problem: Marketers […]
If we had to choose one word to describe the approach to B2B video marketing in 2017, that word would be “more.” Marketers are expected to create more content conveying more meaning and to share that content across more platforms. It’s a natural next step for those who recognize both the popularity of video and […]
Being creative is about using your imagination and breaking new ground. In the marketing world, however, creativity can’t run the show. At Tendo, for example, we often create marketing materials that need to adhere to certain criteria—such as a client’s brand guidelines, editorial style guide, or template for a product one-sheet. So what happens when […]
This summer, the 2016 Summer Olympics in Rio gave us a reprieve from the nonstop election coverage. Anyone at Tendo can tell you I am a huge fan of the Olympic Games. I love that citizens of the world unite behind their flags and their athletes. I love that the best of the best battle […]
So you want to produce a video. Should you go with live action or animation? It’s a conundrum many B2B marketers face. And in all fairness, it’s understandable. Both types of video allow you to compose moving images and sound to create an engaging, multisensory experience for your audience. As a result, they can […]
In its annual survey on the state of content marketing, the Content Marketing Institute asks B2B marketers about their top challenges. Consistently, survey respondents report that finding quality content is a top challenge (the 2016 survey lists engaging content as a challenge faced by 60% of B2B marketers). We set out to ask respected marketing […]
You have thought leadership inherent in your organization. It’s locked in the heads of your colleagues who possess the knowledge and skills that make your organization run. Add in a bit of structure to channel this thought leadership online and you have the ingredients of an internal influencer program. An internal influencer program targets thought […]
As every marketer knows, standing out amidst the daily deluge of B2B content is a nonstop struggle. One way to overcome that hurdle is to augment your usual social, email, and campaign collateral with a new channel. Podcasts are a great way to offer customers in the awareness and consideration stage a chance to learn […]
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.
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.