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Stories By John Bottom

12 Ways to Tap Into the Content Creators Within Your Organization

Finding and using the wealth of internal knowledge available in your organization can be a challenge for marketing teams. Most companies have a handful of willing participants, but those are finite resources. Use these 12 tactics to tap into and engage the hidden content creators in your company.

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 just the opinions) of over 1,000 buyers involved in purchases of over £20,000 (approximately $32,500 USD). In this way, it paints a highly accurate and objective picture of the rise of B2B content marketing. Here are some highlights that may help inform your own B2B marketing plans. Continue reading

Checklist: The 4 Key Qualities of Effective Content

Over the last few years there have been some excellent examples of content marketing that have helped brands position themselves as experts in their field, and they have enjoyed direct business benefits as a result. Yet there are also accounts of campaigns that have swallowed up budget without producing real results. The reason that some succeed and some fail is that, to be effective, content has to be more than just good: it must be compelling, fulfilling, convenient and efficient. I believe good content needs these four characteristics, so I offer this quick guide as a checklist to content marketers to ensure your content works for you.Continue reading