Recent Posts

trust between marketing and sales
The Future of Content

Building Transparency and Trust Between Marketing and Sales

Two years ago, the company I worked for was acquired by FactSet. As a result,…
good content is good business
The Future of Content

The Science is Settled: Good Content is Good Business

New research from Aberdeen Group shows that customer experience, driven by optimized content, is a…
The Future of Content

AI and the Black Box Problem

It’s been said that marketing sits on the largest data stores in any company, and…
align marketing and sales
Research and Insights

How We Equipped Sales—and Made Ourselves More Efficient

When I started with Synopsys, a software security company, managing content was a constant struggle.…

Marketing Strategy


Closing the Gap: How to Execute a Winning Strategy

  Last week, Chris Willis and I tackled the perennial and difficult issue of closing…
hire creative roles
Marketing Strategy

How to Hire Creative Roles for a Content Operation

Hiring for creative roles can be intimidating without a strong understanding of the skills each…
full-funnel content
Marketing Strategy

Implementing Full-Funnel Content

According to the Content Marketing Institute, 88% of B2B marketers are focused on creating “more…
customer advocacy manager
Marketing Strategy

The Real Life of a Customer Advocacy Manager

There are a lot of posts out there about customer advocacy, what it is, and…

Content Creation

create a campaign brief
Content Creation

How to Write a B2B Content Campaign Brief [with a Downloadable Template]

Perhaps Maria was on to something when she advised the Von Trapp children to "start…
Webinar slide deck
Content Creation

How to Create a Webinar Slide Deck [with a Downloadable Template]

Webinars may well have been the inspiration for Murphey's Law—whatever can go wrong seems, indeed,…
Benchmark Report Template
Content Creation

How to Create a Benchmark Report [with a Downloadable Template]

B2B content isn't for the faint of heart. But in my humble opinion, its meatiness…
Content Creation

How to Combine Data and Creativity as a Strategic Differentiator

Data analytics and management are an ever-evolving piece of the marketing puzzle. The numbers serve…

Featured Resources

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Whitepaper Template

April 20, 2017

Thriving in the Dark Ages of Content Marketing

April 20, 2017

The Business Value of Content Marketing

April 20, 2017