Category Archives: content marketing

Are you losing the sale before the first buying team meeting?

In most companies buying decisions are made by teams of several people. Research by Bob Johnson of IDG Connect and Kim Wallace of Wallace and Washburn shows the critical importance of being a preferred vendor before the team’s very first meeting. In their research of thousands of buyers they found that 97% had a favorite […]

Ann Handley interview: Content marketing is still the best way for a brand to tell its own story

Ann Handley is the Chief Content Officer of MarketingProfs. In fact, as far as she knows she was the first person in the world with the title Chief Content Officer. She is the co-author of Content Rules and the author of Everybody Writes, which is due out this September. A shorter version of this interview […]

HubSpot CMO Mike Volpe talks about the Why and How of inbound marketing

Mike Volpe, is the Chief Marketing Officer of HubSpot, a leading marketing technololgy company. He joined the company as its fifth employee in 2006 and helped grow it in 8 years to over 10,000 customers. He and his team produce over 50,000 leads per month. A shorter version of this interview appears on the IDG […]

Five keys to unlocking content marketing success

Companies are giving increasing support to content marketing for a number of good reasons. Many of these companies, though, are not getting nearly the return that they could. Here are five keys to making your content marketing program more successful: 1. Create personas 2. Create content to guide buyers throughout their journey 3. Make your […]

Choice: the secret sauce that powers content marketing

I recently interviewed Jamie Scheu, Vice President, Associate Director of Content at Hill Holliday about content marketing. The fact that we choose what to view, read and interact with as a result of content marketing, rather than having messages thrust upon us as in traditional advertising, makes a huge difference to what we think of the products and […]