marketing leadership

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 […]