Tag 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 […]

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 […]