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

By Barbra Gago published March 31, 2011

How Do Your Buyers Consume Content? Ask These 20 Questions

Great content marketing starts with one thing: understanding your audience, whether it’s a prospect or customer. Sounds simple in theory, but it can be difficult to collect the important info. Last week, I shared some ideas on how to research … Continue reading

By David Huffman published March 25, 2011

A Content Marketing Lesson From the Study of Spaghetti Sauce

Sometime in the 1970s, Howard Moskowitz was commissioned to experiment and find THE perfect level of sweetness for Diet Pepsi.  That is, what would the perfect Diet Pepsi taste be that appealed to the largest audience? When the data came … Continue reading

By Barbra Gago published March 22, 2011

7 Ways to Research Your Buyer for Content Marketing

With just a couple Google searches, you quickly realize that while everyone is telling you to research your buyers, no one is telling you exactly how to do it. Some of your initial questions may include: What should I look … Continue reading

By Tom Pisello published February 18, 2011

Is Your Content Ready for the CFO?

According to a new Accenture study, more chief financial officers (CFOs) are expanding their role beyond finance in the wake of the recession. These new responsibilities mean CFOs are much more involved in the buying decision process, which is critically … Continue reading

By Stephanie Tilton published January 20, 2011

How B2B Marketers Can Raise the Effectiveness of Their Content

The Content Marketing Institute just released the B2B Content Marketing 2010: Computing Software Industry Report, representing the experiences of 121 computing/software firms, mainly in the small- and mid-size business category. Continue reading

By Brian Massey published August 30, 2010

The Anatomy of a Great Web Persona

Melanie is your market research with an attitude, your analytics in a skirt. Bill is the voice that rings through the headsets of your customer support people, unwavering in his desire to get what he wants. Amy is that segment … Continue reading