What Does It Take to Implement Content Marketing Effectively in B2B?
What does it take to implement content marketing effectively in a B2B organization? It’s not an easy question to answer broadly because: a) every team has its own dynamics; b) every organization has constraints and limitations; and c) every vertical market... Read More
Answering Tough Media Questions and Still Making a Good Impression
Smaller companies often vie for media attention, but larger companies tend to pick and choose which media interviews they’ll take. This is a fairly significant shift in an organizational communications strategy. By my observation, such was the case when Marketplace... Read More
The 5 Stages of Content Marketing Grief
The recent commentary on content marketing by Gartner Research may have given B2B tech marketers motivation to reconsider the concept. Why? Every B2B tech marketer is familiar with the analyst firm because of the implication the four corners of one... Read More
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Internet Marketing Trends: What’s the Business Impact? [UML]
As the saying goes it takes three data points to make a trend, but the problem for marketers with this identification is that it’s often too late. It’s easy to identify a trend in hindsight – the web is littered... Read More
The Benefits of Being a Good PR Agency Client; Off Script #18: Rich Young
The knowledge gained working for a PR agency is often described as a mile wide and an inch deep. By contrast, doing PR work in-house, in corporate communications or marcom position, tends to be the inverse: an inch wide and... Read More
Twilight of Web 2.0: An Era that Changed Marcom Forever [UML]
The media landscape of today looks different than it did 10 or 20 years ago. For the most marketers or communicators, this is a simple fact of modern maturity. However, for the executive working outside of those functions, the world... Read More
Content Marketing vs. Marketing Content: Analyst Firm Gartner Weighs In
The technology analyst firm Gartner recently weighed in on the difference between “content marketing” and “marketing content.” Marketing content, according to Gartner, is “All content assets created by marketing teams.” To borrow a phrase from 1980s-era marketing, content assets are... Read More
Pay to Play: Why PR and Marketing Should Care About Net Neutrality [UML]
It’s become popular to mix business and politics of late as a number of companies have increasingly begun taking political positions. Generally, and with very few exceptions, I don’t think that’s a good idea. No matter what side you pick,... Read More
Ahrefs: An SEO Tool PR Pros Can Use to Outsmart the Competition [Product Review]
It’s hard to pin down a precise anniversary date, but PR and SEO have been together for the better of 20 years. The intersection these two marketing functions is powerful: when both are on the same page – literally and... Read More
Basic, Advanced and Bridge Building: Boldness in Content Marketing [UML]
A new survey of 2,400 B2B marketers suggests content marketing is the top priority this year – and by a wide margin. According to Marketing Charts, 37% of the respondents cited content marketing as the most important initiative. While that... Read More
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