B2B Content Marketing Articles

  • Content Consumption Changed During the WFH Rush. What It Means for B2B Marketers

    January 6, 2021

    Editor's note: this post was authored by Tsvetan "T." Tsvetkov, SVP of Marketing Effectiveness at Nielsen. Can you recall another event that has brought such drastic change in so little time? For most of us, the answer is an unequivocal “No.” Nothing has upended our collective worlds quite like the COVID-19 pandemic has. For marketers who rely on historical data...

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    Marketing Book Worth a Look: ‘Lemon,’ by Orlando Wood

    November 25, 2020

    Something is wrong with modern advertising. Orlando Wood knew it, but he couldn’t quite put his finger on the disconnect. In 2018, he read an enlightening work from the renowned psychiatrist and neuropsychologist Iain McGilchrist that opened his eyes, and led him down the path to writing his own book exploring the science of creativity in marketing. What’s the...

  • A woman sitting outside on park bench with her computer on her lap and phone in hand while wearing headphones. A large tree shades the area she seated in.

    The State of B2B Content Marketing: What You Need to Know (New CMI Research)

    November 13, 2020

    Of the many hats worn by a B2B marketer, "change agent" is among the most valued. As primary links between a brand and its audience, we need to understand what's happening around us, analyze the impact and implications, and adapt business strategies in nimble fashion. That's one reason B2B marketers tend to keep a close eye on trends and research – we can't...

  • Man working from home on laptop as child plays with blocks nearby

    How Decision Makers Consume Content Today

    September 23, 2020

    B2B marketing approaches can and do vary widely, but the need to reach and motivate decision makers is one thing that unites pretty...

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    How to Adapt to a Reduced Marketing Budget

    August 5, 2020

    It’s hard to think of a sector where creativity and profitability collide more often than they do in marketing. This naturally can...

  • Frank Cooper and Rob Norman

    BlackRock CMO: Purpose Beyond Profits in a Time of...

    August 4, 2020

    Corporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a...