To gate or not to gate your B2B content? This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Even though we know better, we seem unable to give B2B buyers what they want > unfettered … [Read more...]
Current B2B Content Marketing Challenges to Beat
Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. A few of them surprised me as I thought (or hoped) we had … [Read more...]
Selling Your Company on B2B Content Operations
You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to … [Read more...]
How Content Performance Informs Your Marketing Strategy
As our ability to collect data grows, so do the different ways we can measure content performance. With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re … [Read more...]
