If your organization has been publishing content for many years, chances are your website has more content than you can keep track of. This makes managing a content strategy harder than it needs to be. When you don’t know what content already exists — or the quality of that content — any efforts to create new content may actually work against your overall search performance.  To combat this, we recommend conducting an SEO content audit. This process will help you understand everything that has been published on your website so you can make an informed choice about how to use it more strat ..read more

It used to be that outsourcing your marketing meant finding the villager with the loudest voice and wittiest turn-of-phrase to walk the lanes hawking your wares. Needless to say, marketing has evolved. And with that evolution, navigating the various services available for B2B marketing has become increasingly complex. While the ultimate goal remains the same (being heard above the crowd), the path to reaching that goal requires strategically employing the right content marketing services.  We’ve compiled a list of services ranging from content strategy to analytics to help you understan ..read more

Just about everyone knows what SEO is these days, and nearly every professional brand has at least a basic content strategy in place to rank for relevant keywords and attract organic attention. The more crowded the internet becomes with these competing brands, however, the more difficult it has become to stand out. Gone are the days when keyword stuffing and writing consistent blogs once a week were enough to get your website noticed. If you want to earn high SERP rankings and drive the right audiences to your content in a digital environment where everybody’s churning out content like there’s ..read more

As we approach 2024, content marketing is rapidly evolving. Shaped by a blend of technological advancements, changing consumer behaviors, and a greater emphasis on authentic engagement. These shifts are particularly relevant for B2B marketers, who strive to stay ahead of the curve to remain competitive in a dynamic digital world. Incorporating the latest trends into your marketing strategy is not just about staying relevant; it’s about enhancing the effectiveness of your marketing efforts, connecting with your audience in more meaningful ways, and driving measurable business impact from market ..read more

For B2B brands, having a content marketing program tends to be a given. But one of the challenges of having a baseline assumption is that it can be easy to lose sight of why content marketing became such a cornerstone of B2B marketing in the first place. Let’s take a detailed look at why content marketing is important for B2B brands and how you can get the most from your content strategy. 1 — Content draws people organically to your brand Consistent content creation supports your broader search engine optimization (SEO) efforts, making your brand more discoverable and authoritative in organic ..read more

While AI-related buzzwords are now more common than morning coffee, differentiating B2B brands through authentic thought leadership has never been more important. At Content Marketing World in Washington D.C., Richard Murphy, Editor in Chief and Director as well as the mind behind thought leadership at ServiceNow, presented some compelling insights on cutting through the clutter with thought leadership content that differentiates your brand and builds trust with your audience in a market saturated with AI hype. Here is an overview of his presentation. AI: The Double-Edged Sword: Just as seagul ..read more

For those of us in the world of B2B content marketing, we know that the customer journey isn’t always linear and the value of that content isn’t always easy to attribute. Laura Barnes, Senior Director of the Global Content Team at Red Hat, shed light on the importance of connecting content measurement across multiple customer touch-points during her recent presentation at Content Marketing World. Here are a few of my main takeaways. Content’s Non-linear Value: Content doesn’t always follow a straightforward path. “Digital governance nirvana” might be a dream for some, but the goal for content ..read more

In an age where the allure of artificial intelligence (AI) has captured the attention of so many of us in the B2B marketing industry, the essence of authentic human connection in storytelling is more important than ever. As the dust settles on the GenAI hype cycle, we’ll see that successful B2B marketers are those who recognize the value of integrating emotion and empathy into their narratives and ensuring their messages resonate with audiences. As I like to say, “less mechanical and more meaningful.” This was at the center of a presentation at Content Marketing World given by my good friend J ..read more

Bet you’ve never heard this one before: an economic downturn can be the best time to try breaking into a new market, especially in B2B. Yes, I’m serious.  It’s a surprisingly well-documented fact that customers are less brand-loyal and more sensitive to making a measurable impact during economic downturns. Twelve years ago, the Harvard Business Review documented that brands accelerating their marketing during recessions ended up with a 27% higher chance of turning into market leaders in their categories after the recession. These surprising results have been recreated in more recent times ..read more

Why personalize B2B content? If your solution is the best fit for a particular problem, why not just list your features and benefits and let your product sell itself? That’s the kind of thinking that dominated B2B marketing for decades. But in the age of distraction, we need to embrace a simple truth: B2B content is not about you. It’s not about your solution or your brand. Your audience should be the star of your content — they should see themselves represented in it. B2B content needs relevance and resonance to rise above the noise and earn attention.  Here’s why personalization is esse ..read more