Find the latest insights, trends, and topics on B2B and healthcare marketing.

brand crisis

Five things to stop doing with your content now

All content should serve your audience and move leads through the sales funnel, but not all content does. In order to improve your content, it’s time to stop making some common mistakes. Do you recognize any of these problems in your own marketing? If so, it’s time to make a change. 1. Producing poorly-targeted content […]

marketing content

Is my content achieving its goal?

Marketing content doesn’t have to lead directly to sales every time someone consumes it to be valuable to your organization. But content does need to achieve two goals: it must serve your target market and it must move leads further through the sales funnel. We hate to say it, but if your content isn’t doing […]

thought leadership vs promotional content

Thought Leadership vs. Promotional Content

Today’s post is from Brian Davies, managing partner of Movéo. Brand owners continue to publish vast amounts of promotional content: product- or service-focused information that finds its way into brochures, PowerPoints, websites and other tools too numerous to list here. In fact, one of our clients just finished a major revamp of its entire literature […]

improve marketing content

How to diagnose weaknesses in your content

We all want to see our content succeed, but when content performs poorly, it can be a learning opportunity. Today, we’re taking a look at three of the most common reasons content fails, and breaking out our marketing toolkits to do some repair work. Problem: vague content Your content is vague, offering no unique insights […]

white papers webinars video content

Three types of content that truly deliver on target needs

Marketers, what are your favorite types of content? Whether you’re into white papers or video, the form your content takes will have a dramatic impact on how your audience processes and acts on its information. Today, we want to talk about three types of content that can truly benefit your targets with actionable, educational insights. […]

educational content

Educational vs. promotional content: striking a balance

Content is meant to drive leads and demonstrate your abilities to address customers’ pain points, but to be effective, it must also avoid overt self-promotion. Great content offers value and engages leads, encouraging them to continue through the marketing funnel with the promise of gaining more knowledge along the way. Poor content simply tells those […]

identify audience needs

How to identify your audience’s needs and address them in your content

Data-driven insights are key to creating content that converts. As the new marketing value chain reminds us, strategy enlightened by data insights creates predictable, effective marketing leading to sales, engagement and brand loyalty. Collecting marketing data is the first step in crafting content that addresses your audience’s needs. Analytics can help your marketing team identify […]

online content

Why online content is the best way to engage your target market

What makes online content a better choice for engaging your targets and addressing their needs than traditional advertising? The simple answer is that content holds value for both marketers and prospects. For marketers, online content allows for direct engagement with members of a target audience, encouraging them to share their contact information in exchange for […]