By Bob Leonard published July 22, 2011

Crossing the Content Chasm

There’s a new buzz phrase that’s gaining popularity as content marketing is embraced by both marketers and consumers: the “Content Chasm.”  In fact, Mac McIntosh recently wrote about the Content Chasm as it relates to B2B marketing automation and lead … Continue reading

By Kathy Hanbury published July 12, 2011

Creating a Content Marketing Toolkit

Tools are funny things. If you’re familiar with the problem you need to fix, and you understand how, when, and why to use each tool, they’re incredibly helpful. They save you time and money and help you do a truly … Continue reading

By Tom Pisello published June 21, 2011

Selling to Mahogany Row? Roll Out Web Carpet for C-level Executives

Are you trying to sell to the C-level suite? According to the latest survey of senior executives from SiriusDecisions, you’ll want to focus on specific digital content marketing strategies to engage and connect with these busy execs. In short, you’ll … Continue reading

By John Bottom published May 27, 2011

Buyersphere Report 2011: A European Perspective on B2B Content Consumption

The recently released Buyersphere Report 2011 on shifting trends in buyer research behavior is particularly interesting for two reasons: It focuses on European markets, providing an intriguing counterpoint to the many U.S.-based surveys. It surveys the actual behavior (rather than … Continue reading

By Bob Leonard published May 17, 2011

How One-On-One Interviews Can Reveal What Your B2B Audience Really Wants

What do B2B decision makers and purchase influencers care about?  Reducing risk! They want to make a buying decision that will enhance their careers. They want information that will help them make the best business decision possible – a decision … Continue reading

By Michele Linn published May 13, 2011

50 Questions Answered About Content Marketing

Whether you are a content marketing newbie or someone with more experience, you’re bound to have questions. Here are the answers to 50 common ones. Do you have other questions? Share in the comments, and we’ll point you to an … Continue reading

By Tom Pisello published May 10, 2011

Is Your Content Marketing Relevant to Buyers?

More than 1,100 North American marketers are spending 26 percent of their budget on content marketing projects, and 51 percent say they plan to increase their spend on content marketing over the next 12 months, according to Content Marketing Institute … Continue reading

By Barbra Gago published April 21, 2011

Step-by-Step Templates for Mapping your B2B Content

The process of identifying what information each of your personas needs throughout the buying process can be time-consuming; but it’s not difficult if you follow these steps and use the templates provided to get you started. Continue reading

By Manya Chylinski published April 20, 2011

How to Find Content Ideas in Demographic Data

You’ve probably used demographics or psychographics to identify and understand your customers and your market. But have you ever thought of using these data to create content? This post shows you how to: Limit the data you collect to extract … Continue reading

By Barbra Gago published April 13, 2011

4 Questions Answered about Buyer Personas

Are you developing buyer personas for your B2B content marketing efforts? A number of CMI contributors have tackled the topic of personas because it’s one of the most important things you can do. Those posts do a great job helping … Continue reading