Content Journey

Tag Archives for: Content Journey

THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE

This post has been republished on September 4, 2018. In the few years since I wrote the Hitchhiker’s Guide to a Content Journey, the gap between B2B vendor content and buyer preference has [...]

 

THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE

In the few years since I wrote the Hitchhiker’s Guide to a Content Journey, the gap between B2B vendor content and buyer preference has widened significantly. Contributing to this content chasm is [...]

 

Publish or Perish?

For anyone working to advance their career in academics, the maxim of ‘publish or perish’ is deadly accurate. Moving up the department ladder to tenured status requires producing a steady stream [...]

 

Content Journey—the Road Less Taken

Robert Frost has intrigued generations with his epic but brief poem about choosing your path in life. Let’s use his poetic insights as a corollary for creating a viable content journey for B2B [...]

 

Electing to Use Common Sense – One Voter’s Content Journey

Fall is all about long-standing football rivalries, hayrides and pumpkin patches, and the crunch of fallen leaves. And this year, the cool, crisp air was also filled with the sounds of midterm [...]

 

Strategic Approach Required to Reach the B2B Buying Center

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 [...]

 

The Hitchhiker’s Guide to a Content Journey

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. [...]

 

Where does your content journey lead?

  Nothing speaks more to the need for understanding your buyer’s content journey than this: 70% of a purchase decision is made before talking to the company. At least that’s the case in [...]