Category Archives: marketing content

Useful Content Marketing Shout-outs

ShoutoutAfter publishing my post on White Papers, I came across some other bloggers discussing related content marketing tactics.

Here is some good reading to help marketers think about creating content: Continue reading

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Think Twice Before Writing Another White Paper

Someone recently asked me if I thought there was a future for white papers as a relevant source of B2B content given all the new types of content that are being used for marketing.  After thinking about this, my response is “yes”, but with an asterisk as there are a number of issues and alternatives that companies should think through first.  Continue reading

4 Ways to Take Advantage of Mobile for B2B Marketing

The facts about smart mobile device adoption and the growing share of web traffic from these devices are unambiguous: we are seeing a steep upward curve and that trend will continue for the foreseeable future.  In some countries the amount of web traffic from mobile devices has even surpassed desktop devices, which could end up being the norm given the growth trends that are being reported.

Yet, even with this trend towards mobile devices, they are a not a perfect fit for B2B marketing.  Much of the growth in mobile web traffic is B2C related: social media, video entertainment, games, consumer search (restaurants, shopping, tickets, etc.).  I know I’ve struggled with seeing the benefit of the mobile web for marketing of enterprise software (the industry I’ve predominately worked in), but I have come across a couple excellent ways to take advantage of mobile. Continue reading

The Good, Bad and Ugly of Infographics

Infographics have been proliferating in usage over the past year, moving beyond their traditional usage in media publications to an interesting way for companies to provide marketing content  — a blog post earlier this week by design firm InfoNewt discussed the use of infographics as part of an overall SEO strategy.

When done right, infographics tell a compelling story and provide information in a way that the reader can easily understand and learn from.  They also can summarize a more comprehensive set of data, as a way to generate interest in a source document.  And, they can increase visibility or awareness in a company through viral propagation on social sites.  But many are confusing, misleading or just a visual mess.  Here are a couple examples that are good for illustrating what makes a compelling infographic. Continue reading