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There we were, gathered together in a hot conference room in the hotel basement.  A team from a major consulting firm was summoned there to analyze the results of a major global survey the firm had just conducted.  Reams of printouts of Excel worksheets stood piled all around us.  For the better part of two […]

According to a survey by the Content Marketing Institute (CMI), content marketing’s effectiveness is on the rise.  And one of the key factors behind this rise, respondents say, is that they’re producing better-quality content. The primacy of quality content is something Alterra Group has preached for years.  In our work with myriad consulting firms and […]

A recent article in AdAge featured the provocative title, “Fire Writers, Make Videos Is Latest Web Recipe for Publishers.”  It goes on to describe how a number of online publishers are “pivoting to video” away from written pieces (and, in the process, shedding writers from their ranks).  Case in point is Mic, a website aimed […]

Thought leadership’s ability to build and reinforce a company’s prominence in its existing markets is well understood.  But it also can be instrumental in helping a company gain a foothold in a new market where the company is little known among target executives and is competing with many well-established providers with years of success in […]

A study from The Economist Group provides some fascinating insights into B2B executives’ relationship with thought leadership marketing content. According to the study, three in five executives globally are simply overwhelmed by all the content they encounter and not sure what they should and shouldn’t read.  In fact, three-quarters said they are more selective about […]