Continuing our series on content marketing examples, we head next to eNewsletters. They are a staple for many marketers. According to the B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report, 61% of B2B marketers use eNewsletters as a tactic. Want to see some companies that are doing this well? Read on.Continue reading

People learn about content marketing in different ways, and sometimes the best way to understand something is to see it in action. Over the holidays, we’ll be sharing a bunch of different content marketing examples submitted by our contributors. First up: e-books. Continue reading

One of the things I love about my job as the editor of this blog is that I get to work with – and read – thoughts from my favorite content marketers. I learn something new every day. We’re in the process of updating our website (lots more content coming your way in 2011!), and I re-visited all of the posts recently. So many great gems in here, and in the spirit of an end-of-the-year wrap up, I wanted to share some of my favorite how-to posts that walk you through various aspects of content marketing.Continue reading

Over the past several months, we’ve followed the journey of Graham Kilshaw at Interference Technology as he worked to improve his eNewsletter, EMC Business Bulletin with the help of the CMI community (thanks, everyone!) Based on his experiences, Graham developed this checklist for his eNewsletter that he offered to share with our readers.  (As a note, 61% of B2B marketers use eNewsletters, but only 55% of users think they are effective. If you are one of the 45% who is looking to improve your efforts, definitely check out this list.)Continue reading

It’s been a little while since we checked in with Graham Kilshaw over at Interference Technology. If you remember, he was working on an email newsletter called the EMC Business Bulletin, and was asking the CMI community for their feedback. Since we last checked in, Graham has sent two issues of his newsletter, and after six months and six issues, he wanted to share some of his lessons learned. Continue reading

In our ongoing series, we’re helping B2B marketers overcome the challenges highlighted in our recent B2B Content Marketing: 2010 Benchmarks, Budgets and Trends. Most recently, our contributors are providing insights and examples to help you make the case for content marketing in your organization. Contributors have answered the questions: Content marketing can be a new way of thinking for some marketing teams. How would you explain the value of content marketing to a manager or executive who is primarily familiar with traditional advertising approaches? If a marketing organization is new to content marketing, how do you suggest they get started? How can marketers measure – and present – the effectiveness of their content marketing programs to their management teams? What other areas of the organization can help build loyalty/buy-in to the content marketing program? Who will be your allies outside the marketing department? This week: “Sometimes the best way to understand...

In our ongoing series, we’re helping B2B marketers overcome the challenges highlighted in our recent B2B Content Marketing: 2010 Benchmarks, Budgets and Trends. Most recently, our contributors are providing insights and examples to help you make the case for content marketing in your organization. Contributors have answered the questions: Content marketing can be a new way of thinking for some marketing teams. How would you explain the value of content marketing to a manager or executive who is primarily familiar with traditional advertising approaches? If a marketing organization is new to content marketing, how do you suggest they get started? How can marketers measure – and present – the effectiveness of their content marketing programs to their management teams? This week, our contributors answer the question, “What other areas of the organization can help build loyalty/buy-in to the content marketing program? Who will be your allies outside the marketing department?” To...

In our ongoing series, we’re helping B2B marketers overcome the challenges highlighted in our recent B2B Content Marketing: 2010 Benchmarks, Budgets and Trends. Most recently, our contributors are providing insights and examples to help you make the case for content marketing in your organization. First our contributors explained the value of content marketing and provided tips on how to get started. Next up: “How can marketers measure – and present – the effectiveness of their content marketing programs to their management teams?”Continue reading

In our ongoing series, we’re helping B2B marketers overcome the challenges highlighted in our recent B2B Content Marketing: 2010 Benchamarks, Budgets and Trends. Most recently, our contributors are providing insights and examples to help you make the case for content marketing in your organization. Why is this so important? One of the most striking differences between self-described effective and less-effective content marketers is executive buy-in. Fewer than 10% of effective marketers who use content marketing have an issue with executive buy-in, but almost a quarter of less effective marketers cite this as a challenge.Continue reading

Our recent B2B Content Marketing research compared the practices of self-described effective content marketers with those who are less effective. One of the most striking differences between these groups is the level of executive buy-in. Fewer than 10% of effective marketers who use content marketing have an issue with executive buy-in, but almost a quarter of less effective marketers cite this as a challenge.Continue reading

With the help of our CMI contributors, we’re tackling how to make content more engaging, which was the biggest challenge identified in the new research about B2B Content Marketing. Over the past four weeks, our contributors answered these questions: First things first – what does engaging mean to you? How can marketers make content more engaging? How do you measure engagement? What tools can content marketers use to measure engagement? This week, we asked our contributors to share your examples of engaging content and explain why it is engaging.Continue reading

With the help of our CMI contributors, we’re tackling how to make content more engaging, which was the biggest challenge identified in the new research about B2B Content Marketing. Over the past three weeks, our contributors answered these questions: First things first – what does engaging mean to you? How can marketers make content more engaging? How do you measure engagement? This week, our contributors answer the question, “What tools can content marketers use to measure engagement?”Continue reading