Demand Gen Report just released its 2014 Content Preferences Survey. In at least one area, the survey served up a very unsurprising insight: More B2B buyers than ever before are using mobile devices to view content. Over half of today’s buyers frequently use a smartphone for this purpose, and over 40% now view content on.. read more →

By Tonya Vinas You need to transform your content-marketing strategy from product-focused to buyer-focused, a common challenge. It would be great to have a TRANSFORM NOW button that would automatically update your company’s plans, processes and metrics, but even then, you’d likely fail. This was one of the messages from SiriusDecisions Chief Research Officer Tony.. read more →

At this week’s Content2Conversion event in New York, we got to hear from SiriusDecisions Research Director Matt Papertsian. We talk to Matt quite a bit here; he’s always a great source of knowledge and best practices around B2B content marketing. One of the most interesting points in Matt’s C2C presentation concerned the use of modular.. read more →

28 Mar 2014
March 28, 2014

4 Persona Pitfalls To Avoid

March 28, 2014 0 Comment

By Tonya Vinas Persona development is a crucial precursor to creating content that converts. No one has a perfect formula for every need—and there might never be one. But these four mistakes are common pitfalls that can undermine persona development.  1. Title Tunnel Vision We filter targeted buyers by titles early on. This is a good.. read more →

28 Feb 2014
February 28, 2014

Modular Content Strategy Results In A Richer Menu

February 28, 2014 0 Comment

By Tonya Vinas There’s been a lot of discussion about repurposing content of late. Rebecca Lieb’s analogy to using all of the parts of the leftover turkey is one of the best examples, highlighting how big pieces of content can feed campaigns with ingredients for blogs, infographics, videos, etc. While most marketers tend to think.. read more →