b2b content marketing Archives

Should You Ungate Your Content?

An excerpt from Everybody Writes 2: Your New and Improved Go-To Guide to Ridiculously Good Content. Get a copy; you’ll love it. * * * Last week I walked by a storefront. From the outside, I liked the vibe of the place. The products on the shelves looked… promising. As I stepped just inside the door, a foot-tall robot jumped out of nowhere: “HI WANT TO CHAT? I’M HERE TO HELP YOU FIND YOUR WAY.” I kicked him aside. I browsed the aisles. Something caught my eye. As I reached out to look closer, a salesperson slid directly in front of me. “TONY,” his name tag read. He had a tattoo of an onion on his neck. “Not so fast, sister,” TONY said. “You want to touch it? Look closer? See if it’s right for you? Give me your email address first.” His neck veins bulged. The onion pulsed. Before […]

The 2 Most Important Stats from the Latest Content Marketing Research Report, in 1 Glorious Chart

In marketing, I value three things: quality over quantity, great writing, building an audience over stuffing a pipeline until it bursts at its seams with so-called leads. I value other things, too. But those three things are top of mind for me this morning, because we just released a brand-spankin’-new research report, B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America, produced by MarketingProfs and Content Marketing Institute (CMI) and sponsored by Brightcove. The report—blandly titled, but nonetheless full of rich insights—presents findings from the 8th annual content marketing survey. (Yes, 8th!) And therein we find… quality bests quantity, craft and creativity matter, and building an audience is better than simply collecting leads. And we know this because 870 of us business-to-business marketers paused for 5-7 minutes this past July long enough to take the survey that spells it out. Here are two of my favorite takeaways from this year’s

The 2 Most Important Stats from the Latest Content Marketing Research Report, in 1 Glorious Chart Read More »