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We’ve forgotten the value of long form content in B2B marketing
Those who have been in the marketing industry for more than ten years will remember that once upon a time, the majority of content produced was long form. Lengthy whitepapers, detailed case studies and...
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5 tips to creating great long form marketing content
Long form content is making a comeback in marketing. If you want to ensure your content successfully cuts through the noise, here are my five simple tips. 1. Be Unique: Content marketing is awash with...
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Atomize your approach to content marketing
Have you heard of “content atomization”? Like so many other terms, it’s a slightly convoluted way of describing something that’s actually just good common [marketing] sense. Many of you will even be...
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A “content marketing” definition for B2B marketers
Something of a debate has opened up at the office around the exact definition of content marketing. It’s a valid debate; marketers play loose and fast with the term and, technically, almost every...
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Applying the 70:20:10 innovation rule to your marketing
The 70:20:10 rule is frequently cited as a useful formula for delivering an optimally blended mix of marketing content. For those not familiar with it, it suggests: 70% of your content should be low...
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Free underwear and the art of marketing through LinkedIn
Linkedin has made real progress over the last 24 months. By putting greater focus on content it’s been moving solidly towards improved user engagement; and in return saw its advertising revenue grow...
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Magical unicorns, bizarre job titles and late nights: How to nail your next...
You’ve worked tirelessly for weeks and your demand generation and nurturing efforts have paid off. You’ve finally built a relationship with a target customer, you’ve engaged a key sponsor and now he’s...
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How to nail your next conference speaker slot
Navigating the many sponsorship options available to you at your next industry conference takes some thought. Do you stick with the basic stand, brand the lanyards, or perhaps sponsor a drinks...
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Customer press releases are a powerful tool; but convincing customers to...
It’s a safe bet that you’re familiar with Gartner’s hype cycle. Originally used to depict the relative maturity of emerging technologies, its beauty is its ability to be applied to almost anything –...
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How many sales leads do you actually need this quarter? This lead generation...
The lead generation waterfall / funnel is a powerful way to understand how leads are flowing through your sales cycle, (if you don’t know what I’m talking about, read Marketo’s excellent guides)....
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