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The C-Suite is changing the buyers’ journey

The C-Suite is changing the buyers’ journey

by Jennifer Voisard | Apr 18, 2022 | Branding, Content Strategy, Trending Topics

There has been much written and debated about the state of the B2B buyers’ journey and how it has changed. But has it really? Yes and no. It’s true that a cross-functional buying committee made up of an increasing number of stakeholders still drives the procurement of...
Four Critical Pathways for CMOs in 2022

Four Critical Pathways for CMOs in 2022

by Jennifer Voisard | Feb 17, 2022 | Content Strategy, Marketing, Trending Topics

Sifting through the plethora of B2B marketing trends from industry experts, we see four critical pathways that CMOs should consider taking in 2022. What’s on the horizon? The keyword is strategy. Virtually every company of the middle-market and enterprise variety is...
BACK TO BASICS ON SOCIAL STRATEGY

BACK TO BASICS ON SOCIAL STRATEGY

by Cheryl Treleaven | Jan 14, 2020 | Content, Featured Community Building, Featured Thought Leadership, Trending Topics

Social strategy matters because it drives discoverability and engagement with your content across the buyer’s decision journey – from awareness through post-purchase loyalty. That strategy doesn’t exist in a vacuum. To have significant impact, it should be tightly...
TOPIC MODELING TIPS TO KEEP YOUR CONTENT RELEVANT

TOPIC MODELING TIPS TO KEEP YOUR CONTENT RELEVANT

by Cheryl Treleaven | Nov 21, 2019 | Content, Trending Topics

“Let’s create uninspired, irrelevant or self-serving content”– said no marketer ever. And yet, that’s exactly what we deliver at times. Why? Could be too little time to fill too many content holes. Too many ‘cooks’ in the content kitchen. We’re often trying to keep...
THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE

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

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...

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