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B2C marketing always takes the credit for being emotionally evocative, creative, and envelope-pushing. B2B marketing, on the other hand, has tended to lean in favor of a more rational approach to marketing. With a more stern, business-like attitude, B2B marketers attempt to appeal to buyers based on business value. Several years ago, Google teamed up…
Stories are powerful. I keep beating that drum because it’s true, and also because I hope the skeptical will see the light. Good storytelling is important at every stage in the game, from awareness and interest to consideration and decision. To be good at B2B storytelling, you need to have a fundamental understanding of content…
Did you know 55% of B2B businesses don’t even know what content marketing success or effectiveness looks like? Without the ability to define success, even the best content marketing intentions are set up for failure. Content marketing continues to be a celebrated way to drive awareness, generate leads and expand the customer base. Many…
Why content matters: using stories to generate sales from Ashley Poynter Good content marketing uses stories to generate sales and is an integral part of any marketing mix for B2B businesses. The research shows that B2B buyers are less interested in talking to sales people and more interested in nosing around online to solve their problems….
Stories are one of the most powerful drivers of emotion, perception and action on the planet. Great stories move humans in a visceral way and they have the power to compel a desired action by the teller. B2B storytelling has become a prominent part of the marketing mix, though the skill is embraced in a…
Content marketing is all the rage right now. Many companies – from small businesses to brand mammoths – have dedicated significant resources to content marketing strategy and putting out some really compelling, informative content pieces. There are other companies who want to jump on the content marketing bandwagon but aren’t quite sure where to begin….
