Google’s E-E-A-T Update and ChatGPT: Food for Thought
OpenAI had barely made the research edition of ChatGPT available to the public when marketers and media pundits began predicting that the generative AI wordsmith would (well) eat Google’s search business for breakfast. Now, with an “Extra E” update to its own E-A-T quality rater guidelines, Google bites back. We’re going to take a look […]
Micromarketing Is the Ultimate ABM Strategy: Greg’s #B2BMX Keynote
Last week I had the pleasure of keynoting B2B Marketing Exchange: Next-Level ABM — the first edition of the popular B2BMX conference to focus specifically on best practices in account-based marketing. And the first to go entirely virtual in light of the pandemic. This keynote was a bit different from my typical talk. For starters, it drew heavily […]
Why Every B2B Technology Company Needs a Content Marketing Strategy
If you’re a B2B technology company, you know that content is important. But do you know why having a documented content marketing strategy is just as important? A written content marketing strategy can provide a number of key benefits for your company. These include helping you market, sell, create thought leadership, generate demand, and differentiate […]
Eight Ways B2B Marketers Can Reinvest their Trade Show Budget Amidst COVID-19 Cancellations
COVID-19 (coronavirus) is both a healthcare crisis and a catalyst for economic uncertainty — a one-two punch that has taken aim at the trade show sector as major event organizers pull the plug on their in-person conferences in light of a growing number of attendees being unwilling or unable to travel to shows. While it […]
A Simple Way to Clean Up Messy Content
If your company has been creating content for any length of time, you’re probably sitting on a mountain of messy content — content that lacks consistency, content that suffers from ROT, even content that confuses your customers. And even if you’re brand new to content, you might be struggling with long production cycles, frustrated creators, […]
Content Is the Only Thing Your Company Has Left
Seth Godin once said, “Content marketing is the only marketing left.” But this doesn’t mean that marketing is the only content your company creates. In fact, even more than the product or services you sell, content is the main thing your company creates. You read me right — your product or service, while obviously a vital piece […]
Content Creation is Costly. Content Consumption is Priceless.
Is your content marketing little more than content-making? Then odds are, your content team is acting as producers when they should be thinking like publishers. Too many content initiatives are measured by output. Not enough are measured by outcomes. The unit of creation becomes the unit of measure. Unchecked, this results in runaway production of low quality, […]
FREE EBOOK: 10 Times Wise Content Strategists Ask WHO?
Introducing our latest content strategy quick-read, 10 Times Wise Content Strategists Ask WHO? It’s based on our popular post with a similar name and brought to life in a handy ebook format. This is the second in a series that aims to help anyone interested content (not just content strategists and content marketers; business leaders too) ask […]
Don’t Buy Content Marketing Software Until You Do THIS
“Men have become the tools of their tools.” – Henry David Thoreau For many of us, we’re living proof of Thoreau’s statement, as we sleep with our phones next to our pillows or forget how we made coffee before K-cups. (Was there coffee before K-cups?) And if you’re a teenager, forget it, you’re too far […]
Mary Meeker’s Trend Report Fails As Content. Here’s How to Fix It.
Each year Kleiner Perkins Caufield Byers partner Mary Meeker releases her annual internet trends report. Each year, the tech press fawns over her findings. This year was no exception. But when you review her work through a content strategy lens, you find that no matter how well-researched her points are, the document itself fails as […]
