by Jennifer Voisard | Jun 20, 2019 | Content Strategy
What does it mean to be customer-centric? It means an organization’s approach to business is designed to create a positive experience for the customer. Customer-centricity is a mindset, and you can apply the same thinking to your content strategy. As discussed in my...
by Jennifer Voisard | Feb 19, 2019 | Content
For years, companies have embraced conceptually the need for customer-centricity. A key, but tricky marketing trend in B2B is applying that concept to content strategy. ComBlu is often asked to speak about this topic and the value that this approach brings (in fact,...
by Jennifer Voisard | Sep 27, 2018 | Content Strategy
Look at B2B marketers’ new normal: Buying Centers are officially gatekeepers to the C-Suite. Most B2B buyers have opted out of the traditional sales and marketing funnel in favor of DIY digital evaluation. And, study after study shows that the buyer/vendor gap...
by Jennifer Voisard | Sep 4, 2018 | Content, Trending Topics
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 widened significantly. Contributing to this content chasm is the evolved and...
by Jennifer Voisard | Apr 3, 2018 | Content Strategy
Is there a privacy crisis? Yes. Consumers are coming to grips with the reality that brands, regardless of whether they have a relationship, have uncomfortable amounts of data on them. Data these days has as much value as oxygen, but both consumers and marketers have...