Best-selling books, management journal articles, substantive white papers, research reports, company magazines and other publications have become critical to helping professional services firms and other B2B companies win new business and grow. However, many companies find it difficult to create content that consistently resonates with target executives and positions the company to continually engage with […]
It’s easy to understand the value proposition of a Honda, iPhone, or pair of Dr. Marten boots. They’re tangible products you can touch, feel, and “test drive.” But what about an intangible one? Without having something physical to experience, you need another way to understand its value and purpose. This is something professional services firms […]
B2B companies are sold on content marketing. They roundly recognize that marketing content—especially, content that demonstrates thought leadership—is key to boosting customer or prospect awareness and engagement, contributing to greater differentiation and, ultimately, converting interest into revenue. In fact, 89 percent of B2B companies in a recent Content Marketing Institute survey said they were engaged […]
What if a venture capital firm funded entrepreneurs on a first-come, first-served basis with no questions asked? People with ideas from wacky to wonderful would get into business—more of them wacky, no doubt, given the high failure rate for new businesses. Of course, the VC wouldn’t last very long. Without screening new-business ideas and the […]
As the concept of “content marketing” has gained attention as the buzzword du jour, we’re seeing the emergence of what we consider a disturbing trend: the tendency for marketers to call anything communicated digitally “content.” That includes tweets, Facebook and LinkedIn status updates, blogs, YouTube videos and other communications disseminated via social media, as well […]
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