How Content Marketing and Going Green Can Spring Up Buyers

The fast-growing green movement provides an ideal case study for the merits of content marketing.
You hear the questions every day, from corporations large and small: Should we go green? How can we be greener?
It’s a business decision with environmental consequences. And vice versa. So for companies that market green products and services (B2B and B2C), it’s [...]

B2B MarCom Agency Puts Branding in ‘Wheel’ Perspective

To understand effective branding is the easy part. The challenge is figuring out what your strongest differentiators are to help you best stand out in a sea of sameness.
To separate your product or company from the pack and portray yours as truly new, different or unique is no small task. It requires a lot of research, market [...]

Picture This: For a Message That Sticks, Use Real-Life Stories

Put branding and b-to-b marketing together, and you have yourself a challenge. With so many decision-makers involved in the buying process, how can you make a lasting impression with your brand that resonates across the board?
“Stickiness” is the latest catch-word. Considering the average American is exposed to 3,000 commerical messages each day (Seth Godin, Permission Marketing), [...]

How Great Content Can Spark a Viral Marketing Campaign

As a marketing workhorse, great content is a powerful driver. Not only does it keep potential buyers engaged in the sales process, but it also keeps your brand top of mind.
And, done effectively, you can create a viral effect and get even higher mileage from your content marketing.
The key — as it is with all content marketing [...]

For Their Information, Good Content is What You Must Give Them

Ours is a world of instant gratification. For example, just think how impatient we become when a web page takes more than half a second to load.
“Why is this taking soooo long??”
But good content marketing takes time — because it’s not done with the quick-hit, in-your-face tactics of interruption marketing. Instead, it’s all about engaging and educating, two [...]

What Ranks Highest in Your Search Engine?

The cool thing about SEO is that it delivers interested prospects to your doorstep.  Unlike traditional, “interrupt marketing,” it doesn’t require any jumping up and down to get buyers’ attention — just the power of keywords and search engines.
In b-to-b, the trend is profound. According to a MarketingSherpa survey, fully 80 percent of decision-makers felt THEY were [...]

In SEO, Is There Such a Thing as Too Much Information?

While strategizing with a client recently, she was intent on using a “less is more” approach for product descriptions on the company’s b-to-b web site.
I offered a different opinion, and our discussion went back and forth over the merits of long vs. short. She contended the company’s target audience was informed and knew what it was looking for; [...]