25 Content Types to Engage Reason and Emotion 

David Hume, an 18th-century Scottish philosopher, said that human reason doesn’t actually direct motivations and behavior — rather, feelings do. Hume discovered this by observing his own mind in action, but since then, science has proven that he was right.

For example, Joshua Greene, neuroscientist at Harvard, has extensively studied the interconnectedness of the dorsolateral prefrontal cortex, known as the …Read More

Map Your Content

Your Personas Don’t All Have the Same Buyer’s Journey. Here’s How to Map Your Content to Each One.

Many B2B marketers make the mistake of focusing too much on one stage of the buyer’s journey. Some produce most of their content for the top of the funnel — prospects who have just begun exploring their problem. Others have almost nothing to offer these awareness-stage prospects and go heavy on case studies and sales sheets. 

Another common mistake is overlooking the …Read More

Differentiate

Differentiate from Competitors by Standing for (and Against) Something

Does having a UVP that communicates how your product or service is better than others translate into more sales?

As it turns out, a company’s UVP typically isn’t enough to motivate prospects to choose it over a competitor. In a survey sponsored by Think with Google, only 14% of buyers perceived enough meaningful difference between the value of competing B2B brands …Read More

content marketing for sales

Work Smarter, Not Harder: Let Content Do the Work of Selling

Salespeople are tenacious. 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 work” methods …Read More

case studies

Powerful Case Studies: Buying Decisions Are Made at the Intersection of Insight and Customer Stories

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

creative communication

Creative Communication is a Revenue Turbocharger

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