Content development ranks high among strategists’ focus areas for a reason: words mean more than communication — they build relationships.
Guess where content development ranks as a focus area among marketing strategists, and you can probably guess why it means a lot more than simply communicating with your audience.
Words mean more these days, for a simple but powerful reason: content is how buyers get to know you before they ever meet you. Noise gets heard once. Friends get invited back.
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Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
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The Alere “Healthy Workforce” campaign went beyond industry expectations — and took home the AVA Digital Awards Gold.
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When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
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Red House’s commentary for B2B Marketing on the role content plays in generating visibility, authority and credibility throughout the sales process.
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The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
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The principles of good copy didn’t change when copy became content: credible, fact-supported, solution-agnostic, brief — and linked to the deeper story.
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Getting a whole team to agree, resonating across audiences, and validating messaging — the three challenges behind most messaging platforms.
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Building a dynamic content program: research, assessment, messaging architecture and positioning — then personalization at scale.
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Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
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