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5 Key Elements of Modern Inbound Marketing
Last week, I made the case for a new definition of inbound marketing, or as Michael Brenner (@brennermichael) called it in the comments, a “call to arms” for inbound marketers. The new inbound...
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Inbound Marketing for B2B: Discussion Recap
Inbound marketing is a clear trend in B2B marketing. In fact, Sirius Decisions, a research firm focused on B2B markets, predicts more than 75% of leads will be sourced through inbound channels by...
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Why You Should Stop Mapping Content Formats to the Buyer’s Journey
I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle...
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Is Your Content the Young Lady or the Old Hag?
Sure, your content is excellent. It is unbiased, educates and provides valuable advice and perspectives. But is that how your audience sees it? Depending on your perspective, you may see an old hag or...
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New Research: B2B Content is a Dead End
According to research from the Content Marketing Institute, B2B marketers are now spending 26% of their budget on content marketing. What happens when someone downloads or accesses some of the highest...
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Three Requirements as Marketers, Agencies and Publishers Converge
In April Crain Communications, the publisher of BtoB Magazine, announced the creation of CrainsSocial, a new marketing services group offering social media solutions to marketers. This is one more...
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Why Your Content Sucks!
If it doesn’t benefit us, entertain us, educate us, solve our problems or advance our causes, we don’t want it. If we find something better, we switch. Today, our mantra is “What’s in it for me?” All...
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B2B Marketers Are Turning Away Prospects
According to recent research from IDC, lead generation is a top B2B marketing priority, and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. (Sirius...
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7 Steps to Find Your Content Marketing Sweet Spot
You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively...
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Content Marketing is a Juggling Act
Is your strategy and organization up to the task? Content marketers need to deliver results in an environment that is constantly changing. Faced with these constant changes, content marketing can...
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Three B2B Marketing Fundamentals to Master
B2B marketing is complex. Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces....
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Become An Inbound Marketer Without Creating Content
Inbound marketing is all about your content, right? If you use the components of inbound marketing I have shared or the common definition centered on content, social and search, content is at the...
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Your Content Marketing Must Become Convenient
Look around you. There is a coffee shop on nearly every corner. Supermarkets offer one-stop shopping for all your needs. Your favorite TV shows are recorded or are available on demand, conveniently...
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9 Tips for Content Marketing in an ADD World
Distraction is constant in our technology and communication-fueled lives. Email alerts, Facebook replies, tweets, Google’s red box, … Everything around us is competing for our attention. We may not...
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Does B2B Content Marketing Really Help Buyers Buy?
In B2B marketing organizations, content marketing aims to help buyers buy. Right? Content marketing provides the information buyers need to determine the type of solution they need, develop internal...
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Do You Trust Your Content?
Looking at most B2B marketing, the answer is clearly “no, you don’t.” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your...
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The Real Challenge for B2B Content Marketers
B2B content marketers are hiding behind false excuses for their content marketing challenges. According to Curata’s survey, now nearly a year old, B2B content marketers’ biggest challenges are limited...
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No, Content Will Not Kill Advertising
Advertising is dead (again). The latest killers are the social media and content marketing stars. Not so fast. Marketing is a spectrum. At one end might be the experience someone has using your...
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6 Best Tactics for B2B Lead Generation
You need to generate leads, right? If you are a B2B marketer, particularly one focused on making a complex sale in a large enterprise, the answer is almost certainly a resounding yes. The B2B lead...
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How We Systematically Overvalue Content Consumption
Let’s get right to the point. B2B marketers today are not optimizing programs to reach and engage their best prospects. Sure, we talk about a buyer journey or about carefully mapping content. But at...
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