The greatest myth in content marketing (and how to debunk it)

One of the greatest myths in B2B content marketing can be illustrated as follows:

– Hey, let’s write a whitepaper about [insert topic].
– Yeah, fantastic idea, let’s do that!
– And why don’t we ask Jenny to turn the key findings into an infographic!
– Yeah, cool! Let’s do that too!

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The liaison between thought leadership, content marketing and top of mind

As a marketing strategist, I get to explain content marketing to a C-level audience on a regular basis. In doing so, I often use the phrases ‘thought leadership’ and ‘top of mind’. I do so because I noticed it helps people on the ‘business’ side of an organization, understand faster and better what content marketing is (and isn’t), how it works (and doesn’t), why they should invest in it and what they will get out of it.

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