“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
This solid piece of marketing advice comes courtesy of Theodor Levitt, economist and professor at Harvard Business School. Yet much of the content that is created, focuses a lot more on the drill than it does on the hole. It’s a classic example of inside-out thinking, when what you should do is the opposite.
Continue reading Struggling to think outside-in? Do the spinach 3-step
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!
Continue reading The greatest myth in content marketing (and how to debunk it)
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.
Continue reading The liaison between thought leadership, content marketing and top of mind
Content marketing can have a tremendous impact on business outcome, but only under these conditions (at the very least):
- It’s a strategic choice
- It has the C-suite stamp of approval
- It’s done properly and consistently
Continue reading It’s all about the strategy, stupid!
There are a lot of things that can go wrong when practicing the beautiful art that is content marketing. In this series we’ll focus on a number of mistakes that are very common, and relatively easy to fix. Which is not to mean that they don’t require a lot of effort.
Continue reading 3 telltale signs your content might be crappy (Cut the Crap Series, 1)