Self-driving leads: How to make content marketing work for your B2B sales funnel

Tech B2B businesses, for all the marketing budget and hours spent on converting leads, can come up woefully lacking in the results department if they don’t fully understand the content requirements needed to convert leads into customers. Discovery. Consideration. Conversion. These are the key catalysts for audience conversion across the purchase funnel. And the vehicle […]

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The role of storytelling in content marketing

John Steinbeck wrote, “If a story is not about the hearer he will not listen…. A great lasting story is about everyone or it will not last. The strange and foreign is not interesting – only the deeply personal and familiar.” Steinbeck might have been writing about content marketing. Thankfully, B2B marketers have already recognised […]

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Content briefs: Making your content a piece of art

Over five hundred years ago, Michelangelo completed the ceiling of the Sistine Chapel. Here was a masterpiece that inspired in its detail and became a beacon of artistic reverence, transforming European culture forever. The outcome, as in all forms of work, was only as good as the brief. We like to think that Pope Julius […]

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