One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas. But even … [Read more...]
Inclusive Relevance: Your Content’s Job Description
A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]
Buyer Context is the Key to Engagement
What do your B2B buyers’ see? Until you can see what they see, you cannot create the conditions for change. But once you understand buyer context, you can solve a problem in perspective that they didn’t recognize they have. Why does this … [Read more...]
Content-Driven Conversations: The Future of B2B Engagement
Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your … [Read more...]
Achieving Maturity with Content Operations
I had to laugh when I thought about it. I’ve been actively involved in content marketing for 20 years. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing. Well, essentially … [Read more...]
