Trust in Content Marketing

Content Strategy, Tech Marketing

Chances are you’ve heard a fundamental truth in business: People prefer to do business with people they know, like and trust. I would argue that for B2B businesses, trust is the most important factor in that maxim. It’s one thing to say this, though, and quite another...

Thought Leadership How-to: A Look at the 2020 Edelman B2B Thought Leadership Impact Study

Content Strategy

There’s a good reason I often recommend thought leadership content as part of a content marketing strategy for technology companies. It works! A quick definition: Thought leadership content is insight and wisdom shared from someone deemed a trusted source in a...

Where Sales Prospecting and Content Marketing Collide

Content Strategy, Sales enablement

It’s been interesting over the last few years to see how content has crossed boundaries, sometimes squeezing through the cracks between departmental silos. The line between sales prospecting and content marketing has certainly been one of the most impactful places...

How to Prioritize What Marketing Content to Spend More Money On

Content Strategy

If you have a content strategy plan built from a deep understanding of who your clients are as human beings, HOORAY! Now it’s time to execute that strategy. (On the other hand, if you have skipped the necessary step of building a content marketing strategy, DO NOT...

How to Afford Both Content Strategy AND Writing on a Budget

Content Strategy

Content marketing is an investment in your business and, like any business investment, you want to make sure you get a good ROI. I see many organizations struggle to make the numbers work. And I’ve seen the anxiety this can provoke. If you spend money on strategy, is...

The HPC Process for Content Marketing that Works

Content Strategy

Do you know who you’re marketing to? When I ask this question, most companies respond quickly with, “Yes, Jessica, our marketing team has created buyer personas and that’s who we market to.” But when we start to dig into what a company understands about its customers...