WORKWEEK

Like all disciplines, content marketing has a set of common tactics: blogs, webinars, newsletters. You are seeking to attract a like minded audience––one that will need your product to grow their business and their careers.  But content marketing goes far beyond these, of course. Some have claimed B2B companies should position themselves as media companies.…

Sure, there’s a lot changing in the content marketing world––but there’s also a lot staying the same. In fact, this LinkedIn post from Stewart Hillhouse caught my attention this week––primarily for reminding me of what I was first hired to do when I transitioned from journalist to content marketer, which was: A lot of content…

Proprietary reports are original research that your company commissions to answer questions that your target audience, and prospects, likely have. You want to give them answers, data-backed answers, that they otherwise wouldn’t be able to get themselves.  And those answers, well, you want them to tie back to your company, your point of view, and…

Proprietary reports are original research that your company commissions to answer questions that your target audience, and prospects, likely have. You want to give them answers, data-backed answers, that they otherwise wouldn’t be able to get themselves.  And those answers, well, you want them to tie back to your company, your point of view, and…

I’ve been lurking on LinkedIn every so often during my parental leave––and it’s clear that a lot of content folks are really struggling with strategy. That isn’t to say that folks are struggling with coming up with great strategies. No, folks are struggling with documenting those strategies and getting the necessary executive alignment. And that’s…