Content quality has improved significantly since Google changed their algorithm to reward quality. But while much of the B2B content out there now features good writing and nice design, it tends to be shallow. This content is ideal for those who are just beginning to explore a topic, but doesn’t provide real value to those who are experienced.
That’s a big …Read More
Salespeople are a tenacious bunch. They send email after email, make call after call, meet with prospect after prospect, then get up morning after morning and repeat. Salespeople work hard. But hard work doesn’t make sales — at least not efficiently.
Most B2B companies now understand the role that content plays in marketing, to generate leads. But many companies are still relying on “hard …Read More
You’ve probably heard the parable of the blind men and the elephant. This story first appeared in the Buddhist text Udana 6.4, dating around the 1st millennium BCE. If it’s been awhile since you’ve read it, the parable goes like this:
A group of blind men heard that a strange animal, called an elephant, had been brought to their town. None …Read More
Everyone is drawn to a good story. Why? We love to imagine ourselves as the protagonist, overcoming the odds and winning. Stories are inspiring. Stories help us understand how the world works. Ultimately, stories give us clues about how to solve our own problems in the real world.
And stories are attractive because they’re concrete. They’re visual, easily pictured in the …Read More
You’re busy. And even if you love your work, your days are filled with the mundane. (Even if you’re a Hollywood celebrity — how else do you explain their penchant to invent drama?)
Your prospects are also busy and also surrounded with the mundane. They’re sitting at their desks each morning, going through dozens of emails, just like every other morning. Their …Read More
Scientists have debunked the myth that we only use 10% of our brains. But the myth is persistent because it’s so believable. One of the worst offenders that makes this false statistic so convincing is marketing copy. Cliches invade websites and sales collateral like a particularly nasty insect species. Buzzwords and abstract phrases that mean nothing are everywhere, and they’re …Read More
Content marketing has grown up—nearly every size company in every industry is using content. As a result, there’s a lot of content out there. But although much of that content features good writing and nice design, it tends to be shallow and similar to what’s already been published. Which is why companies (and the marketing agencies creating content for them) …Read More
If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More
Many B2B marketers are getting lots of “likes” and “shares” on their content, but they struggle to get leads to convert into paying customers. People genuinely appreciate their content—it’s helpful, engaging, and interesting. But while engagement is important, it’s not what B2B marketers ultimately need. 85% of B2B marketers say their top goal is lead generation, and 84% say it’s …Read More
Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More