B2C Marketers Treat Content Marketing as a Project; That’s a mistake [New Research]

In The End of Competitive Advantage, Rita Gunther McGrath illustrates all competitive advantages are transient. She contends everybody understands that. So why hasn’t basic strategy practice changed? As Rita writes: Most executives, even when they realize that competitive advantages are going to be ephemeral, are still using strategy frameworks and tools designed for achieving a … Read more

3 Top Content Marketing Challenges in Manufacturing [Research]

The most common challenge among manufacturing marketers? Creating content for different stages of the buyer’s journey. That’s what 62% cited in today’s release of Content Marketing Institute’s Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023, co-sponsored by GlobalSpec and 6sense. Rounding out the top three of the most frequently cited challenges: aligning sales … Read more

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