The scoop on what we’re reading, writing, and talking about in marcomm.
Case studies are among the most versatile B2B marcom assets around. Read this post to learn how they can add value anywhere in your target buyer’s journey through the sales funnel.
Sure, big data probably has been a bit overhyped. But it’s clear the big data trend is only moving forward, and many marketers are already generating real value from big data insights. Don’t get left behind.
eBooks are hot, hot, hot in B2B marketing right now. But what IS an eBook? The definition is broad, for sure. Here’s what we’ve seen, and what we think works best—from content to format.
The Content Bureau’s new website is live! Check out the final installment of our B2B Website Best Practices blog post series and find out why writing headlines for B2B sites can be a (huge!) challenge, and learn about some strategies for success our team discovered along the way.
It’s really hard for me to write in the negative—I’m much more comfortable with “carrot” than “stick”—but will do so to make an important point. Marketing communications projects do fail, often for simple reasons that can be avoided. Failure in my book means that a project stalls or never finishes, greatly exceeds the original budget, […]
It’s been a decade since the emergence of Facebook, and the advent of social media has forever changed the landscape of corporate marketing strategies. Companies across all industries are increasingly participating in conversations with their consumers via wall posts or tweets, but often are unsure of how to make the first move. Having helped various […]
Whether you love or hate the Avon Foundation’s new “Will You Walk? Or Will You Walk Away?” animated video, I’m calling it a huge win for the breast cancer cause—and a case study on effective viral video. Launched January 13 on prime time TV in major markets where the eight 2014 Avon Walks will take […]
Updating a few webpages today, are you? Of course you are. The content on today’s B2B sites needs to change weekly, if not daily. And every so often, your company decides to re-do its website completely—or at least massive sections of it. If you’re in the midst of such an overhaul, as we are here […]
In my recent post on how to survive long-haul projects, I promised to share some tips that I hope you’ll find useful as you’re creating or updating your company’s B2B website. (Pop quiz: which is harder, “going green” or completely revamping your corporate site? Just buy some divided trash cans, friends—one side for recyclables, one […]
Laughter feels good—and in marketing, it can provide a kind of cognitive jolt. It not only gives marketers an opportunity to shift consumers’ attention to whatever it is they want to show or tell them, but also help them to remember it. As the father of a three-and-a-half-year-old boy (an age at which the “and […]