B2B Content Marketing Articles

  • The B2B Marketer’s Guide To The “Share of Voice Rule”

    The B2B Marketer’s Guide To The “Share of Voice Rule”

    January 17, 2020

    For more than 50 years, marketers have been able to rely on a rule to help determine how much money to invest in advertising to meet specific growth targets. The rule, called the “Share of Voice (SOV) Rule”, says the following: “Brands that set their share of voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those...

  • Is your thought leadership really building your brand?

    Is your thought leadership really building your brand?

    January 15, 2020

    Ask a group of B2B marketers what thought leadership is for, and you’ll get any number of answers. There will be lots of mentions of generating leads, of inbound marketing, of setting the agenda for your sector, of demonstrating leadership, of the value exchange with your customers or potential customers. Some of your companions might mention product marketing,...

  • How 2019 re-shaped the CMO agenda

    How 2019 re-shaped the CMO agenda

    December 17, 2019

    The marketing agenda constantly moves forward – and there’s no better indicator of the direction it’s moving in than the content consuming the attention of Chief Marketing Officers (CMOs). At the start of 2019, we launched LinkedIn Content Intelligence, our quarterly analysis of content trends on our platform, by looking in detail at the content captivating CMOs...

  • The experiment that proves the value of stories

    The experiment that proves the value of stories

    December 10, 2019

    In early 2009, two men in their early forties set off around the thrift stores and flea markets of New York City, looking for junk....

  • B2B Marketing Tricks for Treats

    B2B Marketing Tricks for Treats

    October 31, 2019

    It’s that night of the year when imagination runs wild, mysterious spirits appear on the streets – and extorting sweet treats from...

  • Stress might make you productive – but it won’t make you creative

    Stress might make you productive – but it won’t make you...

    October 25, 2019

    Can you be creative when you’re feeling stressed? For a worrying proportion of marketers, that’s a question they have to confront on a...