by Cheryl Treleaven | Sep 23, 2014 | Content, POV Page Featured Posts
Beyond the PDF: The Case for Content Innovation B2B content strategy has evolved significantly in the past few years with leading brands considering the information needs of the multiple decision-makers in the buying center. They create faceted content roadmaps that...
by Cheryl Treleaven | Sep 9, 2014 | Content, Thought Leadership
Who doesn’t love a good story? I’m always in awe of that special breed that can draw you in and keep your attention to the very end. So no big surprise that the morning keynote kicking off Content Marketing World catching my eye was “Inspired Content: How Brilliant...
by Colleen Nolan | Aug 25, 2014 | Community, Content
As you may have read last week in my colleague Brenda Todd’s post: Community Vibrancy – What Does it Take?, our team has been spending a lot of time studying communities – again! Our research in this area always focuses on two objectives: uncovering emerging...
by Cheryl Treleaven | Aug 12, 2014 | Content
By now, it’s a well-accepted concept that buyers have deep product knowledge and are well-versed in their potential benefits long before the formal sales process begins. And, there are lots of eyeballs looking at the pre-purchase data all wanting different degrees of...
by Cheryl Treleaven | Aug 4, 2014 | Content
Great content roadmaps result from two things: customer obsession and organizational alignment. The first refers to the need to go beyond sectors and segments to deep knowledge of the customer and their needs, which is ever-changing and dynamic. The second is how you...
by Jennifer Voisard | Jul 22, 2014 | Content
Forgive the marketing speak for a minute, but I want to talk about the purchase decision process and why content journeys are so important for brands embarking on or executing their content strategy. Now, obviously real people do not consider themselves to be on a...