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A few days ago, I was on the phone with a marketer from a popular appliance company when I heard an unusual request: “We want to sound like Vice.” As a content strategist at Contently, I hear this type of editorial ambition all the time: Brand X wants to be like Vice, Vox, The New York Times. Brands now understand that the voice and tone of their publications will impact audience development.
Starting a marketing summit at 8 a.m. is ambitious. But xAd, an ad-tech firm based out of New York, didn’t have to worry. At eight on the dot, the lobby of Skylight Modern, a venue in Chelsea, was already full of guests. Clients and prospects were scattered around tall cocktail tables. Bagels hung loosely from hooks above an abundance of lox and cream cheese.
… of visitors spend less than 15 seconds actively on a page, content pioneers in the B2B tech industry, such as Microsoft, Intel, and Asana, have followed Thompson’s lead with great success. As others are quickly finding out, one great story beats 10 mediocre stories every time. View your free copy of our new e-book on B2B tech by filling out the form below. The post How 5 B2B Tech Brands Built Valuable Audiences Through Scarce Content appeared first on The Content Strategist. …
We really don’t think about content marketing as being part of our funnel. It’s part of our mission. —Rand Fishkin, co-founder, Moz B2C marketers can’t have all the fun. Sure, they can get an SNL star to spoof Fifty Shades of Grey like Audi did, or create a blockbuster movie entirely about their product like LEGO.
…? And what types of content will marketers produce in an attempt to engage consumers? In this e-book, we’ll dive into popular B2B marketing trends that have emerged in the B2B tech industry. We’ll also look at brands—HubSpot, GE, Buffer, and SAP—whose impressive campaigns offer models for those looking to pack a punch. As we’ll cover in greater…