Article by Chris Eifert

  • Content Writing is the New Copy Writing

    At some point in time, the terms advertising agencies and copywriters became content agencies and content creators, respectively. As if by formal edict of the American Advertising Federation or the Association of National Advertisers, the art of copywriting for advertising became content for content marketing. For copywriters, this meant a quick resume update. Simply find

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  • What’s It Called? Naming Your B2B Product

    Your team cannot wait to launch their latest and greatest product. Now they’re ready to figure out what it’s going to be called. That’s the easy part, right? You get everyone together to brainstorm ideas, the obvious first step, but you don’t stop there, of course. You send the top choices over to legal, take

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  • Is (Lack of) Content Getting in the Way of Your Content Marketing Efforts?

    We’re all bought in on content marketing. Right? Seventy-two percent of marketers have a content marketing strategy in place, according to the LinkedIn Technology Marketing Community. Eighty-eight percent of B2B marketers in North America use content marketing as part of their overall approach, per Content Marketing Institute. Great news. As much as it appears we’re

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  • The Four P’s of B2B Marketing Just Aren’t Enough Anymore

    Almost 10 years ago, Simon Hayward, Gartner Fellow, declared: “Most products are now good enough to serve the majority of users most of the time.” So, what does that mean for your products today? Bad news: they just aren’t as exciting for your customers as you think they are — not even close. In business-to-business,

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  • Sorry, Your B2B Content Is TL;DR

    We all have that friend — you know, the one who is constantly texting you their life story. If you even bother to open their message, you skim and well, mostly ignore.. You reply, “Oh no, it’ll get better,” hoping you’re at least in the ballpark of appropriate responses. In internet jargon, it’s called TL;DR

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  • Content Hubs. Why You Need One and Where to Put It.

    Almost every marketer I’ve met of late is sold on content marketing and subsequently, they are producing more thought leadership content than ever. With all that great content comes a new challenge: what should a marketer do with it? Too often, well-intentioned marketing content ends up scattered all over the place: various website pages; random

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