When Did Your B2B Team Stop Caring (and What To Do About It)

When did your marketing team stop caring? Last week, I asked that question of a CMO at a B2B technology company. I surprised myself by asking it and quickly clarified. I didn’t mean they didn’t care about their jobs. I wanted to know when they stopped caring about the topic of their employer’s business. A … Read more

7 Formulas for Writing Introductions That Convert Scanners Into Readers

Readers pay attention to only about 20% of the words on a web page. They prefer to skim tables of content and subheads. They want to know if your content is worth their time and effort. Add to that the mere seconds you have to grab and hold readers’ interest, and the battle for the … Read more

4 Things To Ignore (and 3 Things To Do) in Your Next Content Audit

Have you put your content marketing under the microscope? A content audit does just that – helping you see how your company’s published content helps or hinders success. The thorough examination evaluates the impact of each piece of content and the strategy as a whole. It can turn into a tedious and time-consuming process if … Read more