If You Want Better Leads, Set Your Content Free

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves…

Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle

In the early stages of the industrial buy cycle, you as the marketer have very little information about the visitor to help you tailor your marketing content to their needs. In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the…

Content Auditing and Mapping it to the Industrial Buy Cycle

These days it is popular to say “Content is marketing currency.” What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. You don’t have that kind of a marketing…

The Disconnect Between B2B Content Marketing and Customer Engagement

While B2B content marketing has many purposes, its primary goal is to engage with prospects and customers in order to build trust so that they will want to contact you in order to do business with your company. The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a…

Is Content Curation an Easy Way for Content Marketers to Do More With Less?

Even though “content curation” is not a common phrase, there’s plenty of discussion to be found on the Internet. Heck, even MS Word kept flagging curation as a misspelled word. Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. Bloggers of all stripes have counted on the…

How Relevant Marketing Content Helps B2B Branding

Branding is usually not a popular topic in B2B marketing, especially in the industrial sector. Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing (B2C). Branding is an expense item like the rest of marketing. That’s a shame and…