In a time of raging content overload, few marketers actually know what to do with their abundant content. Enter the B2B customer journey. Buyers tend to go through four distinct phases (awareness, consideration, decision, and relationship) before deciding to purchase or repurchase a product or service. And no matter where customers are in their journey, content […]
Strategy and Development
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 […]
David Ogilvy, founder of Ogilvy Mather and considered by many the “father of advertising,” once said, “I expect the direct response people to become an integral part of all agencies.” It turns out his prediction was accurate. Today, the vast majority of ad agencies and in-house marketing organizations both big and small support demand-gen programs. […]
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 […]
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.