B2B Content Marketing Articles

  • Woman sitting alone in booth with a closed laptop

    How to Create Effective Content Marketing Briefs

    April 8, 2021

    Outsourcing content creation is a practice that’s grown more common in our modern business environment. The factors driving this trend are many: economic instability, agility-focused strategies, and the rise of a “gig economy” among them. In the 2021 B2B Content Marketing Benchmarks, Budgets, and Trends report from CMI and MarketingProfs found that about half of...

  • Man with headphones checking his phone outside

    Energizing the Inbox: Let’s Reinvigorate Email Marketing as a Tactic

    February 5, 2021

    Last year when Hootsuite's Sarah Dawley contributed a guest post here highlighting the five most important social media trends of 2020, she noted that private engagement channels – such as messaging apps and closed groups – were fast on the rise. This makes sense, as marketers at large are smartly leaning into personalized one-to-one touchpoints. At LinkedIn,...

  • 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...

  • Closeup of lemons on a tree

    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...

  • 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 (...

    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,...

  • 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...