B2B Content Marketing Articles

  • What does the future of marketing teams look like? Find out on Live with Marketers

    What does the future of marketing teams look like? Find out on Live with Marketers

    September 6, 2019

    Marketing is changing – and we all know that marketing teams will have to evolve. We’ll need new skills, new structures and new ways of working. Above all, we’ll need to balance upcoming challenges and priorities with the need to find space for creativity and innovative thinking. So how do we stay agile and find new ways to add value without getting overloaded...

  • Winning with weakness

    Winning with weakness

    September 2, 2019

    Why would a low-budget airline happily publicise the fact that it refuses to let passengers reserve seats, gives them little legroom and is shrinking the amount of hand baggage they can take? What kind of fast food marketer pays to remind people that their chicken-serving brand recently ran out of chicken? And why would one of the world’s largest car rental...

  • The secret of a compelling brand story

    Mad Max, Babe, The Witches of Eastwick… and the secret of a compelling brand story

    August 19, 2019

    What do a cute talking piglet and a psychotic, near-silent road warrior have in common? Or a coven of bored witches and a father desperately seeking a cure for his sick son? Or a dancing penguin and a damaged former cop? On almost every level, these iconic movie characters couldn’t be more different. They certainly couldn’t have audiences that are more different...

  • It’s a priority issue for brands and marketers –but analysis of engagement on LinkedIn shows the complexities and challenges that still remain

    The content setting the agenda on diversity

    June 24, 2019

    Diversity matters: for both businesses and the brands they depend on. Research such as McKinsey’s annual analysis of diversity and...

  • How can B2B brands tell better stories?

    How can B2B brands tell better stories? Join the discussion...

    June 13, 2019

    What makes a great brand story? And do B2B brands have what it takes to tell one? These are the questions that we’ll be tackling on...

  • Why tech marketers need to think beyond the ITDM

    Why tech marketers need to think beyond the ITDM

    June 5, 2019

    B2B tech marketers are trained to identify, engage and convince IT decision-makers – those all-powerful gatekeepers responsible for...