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Novel ways B2Bs are becoming more creative
The world’s most powerful B2B brands are seeing the value of tapping into their creative content resources. Cisco sent its cyber heroine, Supersmart (“the planet’s greatest defender of digital technology”), on a mission. Her role was to stop her long-time nemesis, Dr Analog, from ruining country digital programs. Supersmart, of course, foiled the dastardly doctor […]
The true picture of video in B2B marketing
Marketers using video have difficulty measuring its impact, devoting sufficient resources to it and using it to reach the right audiences, a survey has found. Video might well have killed the radio star, but it still has some way before it proves its worth for B2B marketers. A global LinkedIn survey of more than 1400 […]
Three keys to creating compelling B2B content
The most successful B2B content is useful, unpackable and uncoverable, says a new survey. The secret to reaching buyers is creating B2B content that is well packaged, relevant and easy to find, a new survey has found. Two in three respondents to Demand Gen Report’s 2018 Content Preferences Study strongly agreed that making B2B content […]
Tourism Australia embraces data to create the best content
How a scientific approach to creating stories has been valuable for local tourism bodies and businesses. Tourism Australia (TA) has one of the easiest jobs in marketing – enticing people to visit and spend money in one of the world’s most popular and attractive countries. The government organisation works with state and territory tourism bodies and […]
B2B content must loosen its tie and have more fun
LinkedIn’s Jason Miller on what B2B content marketers can learn from their B2C cousins. As LinkedIn’s global group manager for content and social media marketing, Jason Miller knows about using content marketing to reach businesses. But as he started his career on the consumer side, working for Sony’s music arm, he thinks B2B content marketing […]
B2B businesses keep the faith in content marketing
The goal is to build engaged audiences, say leading North American marketers. Asia-Pacific B2B marketers who have embarked on a content marketing strategy can take heart from a major survey of their colleagues from North America. More than three in five B2B marketers in that region say they are more successful with their content marketing […]