Archive for May 2017

Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That’s one of the key findings in our new research report, B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America sponsored by KnowledgeVision. Let’s take a look at the actual stat: 53% of B2B enterprise marketers who…

In spring 2015 I launched an internal initiative named Project Copyscale to determine whether it was possible to automate content creation with artificial intelligence. Specifically, I wanted to figure out, could we use machines to write blog posts at scale? The idea was inspired by a SXSW session I attended that year featuring the managing editor…

The vast majority of content writers are generalists. They are talented with language; they understand how to structure effective blog posts, lists, guides, etc. However, their biggest challenge is learning how to write from a place of true knowledge and not broad conviction. The nurturing process for content writers has far less to do with…

Newton’s third law of motion says: “Every action has an equal and opposite reaction.” During my early years of blogging, I followed this law. I thought: But that thing #neverhappened. Most of the time, I could not even get a single share. Why? Turns out, the internet doesn’t follow Newton’s law. You need to spend…

Wouldn’t it be great if your prospects actually followed your neatly designed sales funnel or smartly outlined path to purchase? But honestly, you know they don’t (even if your content marketing strategy assumes they do). “Buyers are in control. And they’re not going from step one to step two to step three in this process…

One of the greatest benefits of content marketing is its ability to play matchmaker: to help eligible businesses find and engage with its most desirable consumers – i.e., those who might have an active interest in what they have to offer. And because it is such a powerful driver of awareness, search is one of the…

If I could hand you a key to productivity, a key that would magically give you some nights and weekends back, what would you expect it to look like? I’m guessing that you wouldn’t picture a workflow. Yet your workflow may be robbing you of nights and weekends, according to Heather Hurst, director of corporate…

You have a content calendar. You have a blog. You have a social media strategy. All you’re missing is, well, the big kahuna: audience share that reflects the value of all the fantastic content you’ve created to promote your brand and your services to the big wide world. When it comes to content marketing, it’s…

Hard work is not the secret to success. If it was, our grandparents would have been millionaires. Instead, we know that success comes from doing the right things, correctly. This means a business owner who wants to improve their results has just 2, relatively easy challenges ahead of them. 1. Acceptance We need to accept…