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 […]
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.
The phrase thought leadership has been bandied about for a long time. People embrace it and dismiss it with equal intensity. Marketers have commandeered the term in recent decades, but according to the Oxford English Dictionary, it was used as far back as 1887 to describe a New York clergyman who supported the abolition of […]
Hewlett Packard Enterprise Software Services had a secret weapon lurking in its midst. Deployed strategically, it could open the door to an untapped pipeline of new business. And it was hidden in plain sight. What was it? The company’s own people. But, as we’ve written about before, employees are often an untapped resource. HPE consultants […]
The annual Marketo Marketing Nation Summit just wrapped up at Moscone Center in San Francisco. For more than 6,500 marketing fanatics and 60 vendors, this is a “must attend” event, chock full of insightful keynotes, educational sessions, celebrity speakers, networking opportunities, and even a concert from the Bay Area’s own band, Train. I had a […]
Artists create to inspire. Builders create for function. In the world of B2B marketing, we create for engagement. We want people to download, share, subscribe—to interact not only with what we’ve created, but also with all its supporting materials. When it comes to B2B video, marketers want viewers to know “there’s more where that came […]
The business world has bought into the effectiveness of influencer marketing. A recent survey conducted by Linqua found that in 2016, 86% of marketers had used influencer marketing. Of those who used it, 94% found influencer marketing effective. In the same survey, marketers cited content creation, audience engagement, and higher traffic as the top benefits of […]
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 […]