Content Marketing vs. Product Marketing

Posted by Lauren Farrell on September 18

Traditionally businesses, especially in B2B, have focused on products and specs. Yet the classic advertising model has been upended in the era of social media and digital content. Buyers have rejected outdated campaigns in favor of engaging and informative material.

With these changes, B2B marketers often confuse product marketing with content marketing.

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Topics: B2B Marketing, B2B Content, Content Strategy, Content Marketing, Here's What I Know, Product Marketing

Driving Market Relevance with Content

Posted by Lauren Farrell on September 12

 

It's one of the most cliche phrases in marketing, yet undeniably true. Content is king. But as more mediums add to the vastness of content - how as a marketer do you create content to stay relevant and influence the buying cycle?

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Topics: B2B Marketing, B2B Content, Content Strategy, B2B Content Strategy, Marketing Strategy

Elevating Production: Searching for a  Video Leader

Posted by Lauren Farrell on July 23
Providing a creative solution and executing it is what makes marketing campaigns stand out. The ability to connect with a target audience through captivating and detailed storytelling makes video an incredibly valuable asset to brands.
 
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Topics: Video, B2B Marketing, Hiring

Growing Our Operation: Searching for a Data-Driven Senior Operations Leader

Posted by Lauren Farrell on July 16

Innovation is what pushes businesses forward, and in today's technology driven world, leaders that innovate drive progress across organizations. At the heart of most companies is Operations, a department that efficiently and effectively manages complex processes across every part of the business.

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Topics: B2B Marketing, Data & Analytics, Hiring, Operations

Exploring Careers: Searching for A Savvy Business Development Leader

Posted by Lauren Farrell on June 21

Business Development Director

Historically, Business to Business (B2B) marketing has lived up to the stereotype of being stale and dry. While often lacking the creativity that is often found in Business to Consumer (B2C) marketing, a new era has arrived across all industries of B2B. With a disruptive mindset, and a focus on engaging prospects and audiences with information and educational, inspiring stories, marketers today are removing the stereotype that once existed. From creative storytelling in video, to the prominent use of infographics and podcast shows, marketing is rapidly changing in B2B.

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Topics: B2B Marketing, Marketing and Sales, Hiring

Winning at the Sport of Content Marketing

Posted by Kevin McInerny on January 31
 

As the Super Bowl approaches, the single most important game in the National Football League and one of the most iconic sporting events in the world, we can see just how alike sports and marketing really are. How are these teams preparing for the biggest game of the year? They are using their data to develop a winning strategy that gives them their competitive edge. They are watching film and seeing which plays will be successful against their opponents. Content marketing, surprisingly to some, should be treated in the same fashion.

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Topics: Thought Leadership, B2B Marketing, Content Marketing, Content Marketing Statistics, B2B Content Strategy

University of South Florida Marketing Professor Mark Bender, Ph.D. Discusses Digital Marketing for Digital Platforms & Beyond

Posted by Daniel Litwin on December 18

 

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Topics: B2B Marketing, B2B Digital Marketing, Digital Marketing

University of San Francisco Professor Ryan Langan, Ph.D. Discusses the Ways the Medium Impacts the Message

Posted by Daniel Litwin on December 7
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Topics: B2B Marketing, Digital Marketing, Continuing Education

High Tech Lighting To Help Serve Hospitals

Posted by Denis McInerny on January 24

The Internet of Things is starting to play an important role in hospital lighting and control systems. LED technology is expected to leverage the Internet of Things (IoT) for smart building solutions. As a result, hospitals are changing from legacy systems to LED systems that offer varying levels of automation. LED light sources are able to fine-tune both the light levels and types of lighting needed in health care facilities.

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Topics: B2B Marketing, Building Management, B2B Content Strategy

Animated Explainers: Promoting differentiators while lowering sales costs

Posted by Denis McInerny on July 31

Video is on the rise in business, and animation is no longer reserved for television or the silver screen. Forty-five percent of businesses who use video say they have an explainer video on their home page. Of these businesses, 83 percent say their home page explainer video is effective.

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Topics: B2B Marketing, animation

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