By now, I hope all B2B marketers agree that B2B marketing should aim to be more empathetic, like B2C. We can be more emotional, like B2C. We should be creating content that people actually want to read, like… You get the idea. B2B marketers have spent the last decade, at least, cribbing from B2C. That’s a good thing — it’s made our marketing better. It’s made...

Suddenly, we’re halfway through the year. Even as individual days and weeks seem to stretch on forever, we’re well into Q3. The headlong rush to the end of the year has begun — before we know it, 2020 will be in our rearview mirror. Now is a good time to pause, take stock, and plan for the rest of the year and the start of 2021. The uncertainty and upheaval of...

In 2008, the inimitable Seth Godin said, “Content marketing is the only marketing that’s left.” He made the statement as the world was in turmoil: The housing crisis was spiraling into a full-blown economic meltdown, fueling unrest around the world. With the world in crisis, people craved stability, empathy, something valuable and useful. Content marketing was...