Article by Andrew Rogerson

  • Content Planning: Lessons From B2B Marketing Leaders

    What do the leading content marketing experts in financial, professional services and technology firms do differently when it comes to content planning? Last year we published the Value of B2B Thought Leadership Survey, which unearthed some real surprises in how C-suite executives view and use thought leadership content. This year’s survey ‘Best practice content marketing: Lessons

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  • How to Maximize Your Thought Leadership ROI

    “Far too often, for writers and editors, the story is done when you hit publish. At Huffington Post, the article begins its life when you hit publish.” The words of Paul Berry, co-founder of HuffPost, could just as easily apply to B2B marketing. Publishing the results of a B2B thought leadership survey is only the

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  • 3 Questions To Help You To Stop Wasting Your B2B Content Marketing Budget

    It’s no use throwing good money after bad content. These three questions will help you refocus your B2B content marketing strategy on quality, not quantity. First the good news. According to the Content Marketing Institute, most firms spend over a quarter of their marketing budget (28%) on words, graphics and moving pictures. It’s a vote

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  • Three Ways To Bring Your Customers Into The Content Creation Process

    Forward-thinking B2B firms are using interviews, surveys and editorial advisory panels to improve their content marketing programs. Here’s an opportunity that shouldn’t be spurned. The very people that you are trying to reach through your content marketing programs are willing to be active participants in the process. To be clear: your clients want to become

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  • Nine Lessons in B2B Thought Leadership [Research]

    We recently surveyed over 200 senior executives at FTSE 350 organisations to better understand how they view and use content marketing. The results of the first Value of B2B Thought Leadership Survey bring good news to those in charge of a B2B firm’s marketing and communication programmes – if they follow the nine lessons below.

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  • What Is The Best Time To Publish Thought Leadership?

    We wanted to understand when senior executives preferred to read thought leadership content. With the help of the first Value of B2B Thought Leadership Survey this is what we discovered. There’s a phrase for it. It’s called ‘al desko’ and refers to our behaviour in the middle of the working day. The long – and

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  • B2B Content Marketing Technology Is An Enabler, Not A Panacea

    Driven by new technologies, B2B marketers are seduced by the potential to personalise client experiences. But technology should be seen as the enabler for a content marketing strategy, and not the other way around. Attending the B2B Marketing Summit late last month, I was struck by how the layout of the room provided a perfect

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