Elaine Fogel


brain-drainDoes your B2B company get brain drain when it comes to developing content marketing ideas? A new study says nearly four in 10 North American business-to-business (B2B) marketers said it was difficult or somewhat difficult to come up with ideas for content marketing, and half said they didn’t have enough ideas to fuel such efforts.

Looks like this is a very common challenge for smaller businesses with fewer human resources.

To solve the problem, B2Bs are reaching out across departments to drive ideas for marketing content. Continue reading


created by Uberflip

If you’re part of a team (or the only one) responsible for creating content for your business or nonprofit, I’ll bet you have your hands full.

I can totally relate, having to keep this blog up to date with relevant and interesting content that brings you back for more. It takes a combination of important skills to ensure that you’re on top of your content marketing game.

This terrific infographic from Uberflip (via CIO Magazine), lists the 13 important skills we all need. Continue reading

b2bcustomer-focusHow much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!

Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.

B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”

The best approach is to treat B2B marketing similarly to B2C - with customer-centricity. Here’s how to flip things around… Continue reading

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