If you’re a B2B content marketer, you’ve likely realized for quite some time that your responsibility is not to create more content, but better content. And not just produce content pieces, but content experiences. Many believe ChatGPT and other generative AI tools...
LinkedIn: B2B necessity, confounding mystery. You very likely spend a lot of time on LinkedIn but, like a lot of our social media activity, it isn’t always time well spent, especially when you consider that there is a business purpose for your LinkedIn activity. Too...
We live in a world in which a robot can write copy to attract a robot in order to sell a human a robot through a robot, and lots of people are pretty damn excited about the prospect of that. Others are horrified. Are we really going to eliminate the human element from...
It seems simple enough: One of your colleagues on the sales or marketing team tells you they read that whitepapers are a very effective marketing tool, and so they want to create a series of whitepapers. Forgetting for a moment that this is not a strategic approach at...
As marketers at professional services firms, we know that Linkedin is a channel we need to activate. Everyone we want to reach is on there—more than 1 billion users as of this very second. Undoubtedly, your clients are there. They go there for information, inspiration...
What’s your story? It’s shocking how many organizations struggle to answer that question. Sure, they may be making money today and appear to be doing well, but their success has limits. They might understand where they’ve come from, but they aren’t sure how they got...
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