Posts Tagged "content-marketing"

B2B marketing as media: Six ways to think like an editor

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., customers, prospects, and other stakeholders) with interesting and useful material on a[...]
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Two cheers for Eloqua's new Content Grid

Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. Nice job, folks! My small beef is with the definition of "content marketing" that underlies the[...]
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Editorial strategy: Why do B2B customers need your information?

A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. We all know that social media is increasingly central to how we get our news and information. The main finding[...]
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The lure of cheap content in B2B marketing

An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The goal of the content mills is to crank out a huge volume of search-oriented content for the web as cheaply as possible and sell advertising[...]
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Can corporate journalism work?

Read an interesting post by Ike Pigott today (thanks Amber) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists. Ike distinguishes his notion of the corporate "embedded[...]
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Social media and thought leadership: The virtuous circle for B2B marketing

As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. All too often, at least in my experience in the tech sector, marketers investing in thought[...]
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