Content Marketing Trends: Not Effective But Doing More? Marketers love content. However, many feel there is much room for improvement in their content marketing programs. According to the Content Marketing Institute’s B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America, seven out of ten marketers are doing more content marketing this year than […]

Today’s consumers are used to being in control of their online brand experiences. And brand marketers are actively encouraging this engagement with their online and omni-channel marketing strategies. It’s no surprise that these consumer expectations bleed into the B2B experience. Buyers crave B2B engagement opportunities in the same way they crave engagement with B2C brands. […]

Content marketing is the process of “creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience” with the purpose of “changing or enhancing consumer behavior.”* Though the definition doesn’t specify it as such, many people seem to think that content marketing is just a top-of-the-funnel strategy. But when you think about […]

User-generated content (UGC) adds a layer of authenticity to a brand’s marketing. By showcasing what other consumers think and how they use a product, UGC builds on the characteristics—such as relatability and trustworthiness—that brands want to focus on to drive engagement and win the hearts of consumers. Your customers want confirmation of their brand choices, […]

3 Tips for Incorporating User Reviews Into Your Marketing Strategy Last month we published an article about user-generated reviews and how they impact consumer brands and their connection with customers. That article got us to thinking about whether this subject had bleed over to B2B. Do B2B Customer Review matter as much as B2c user reviews? […]