Some deem it a revolutionary movement in business. Others call it marketing under another name. So what is brand journalism? Often bandied about brand...
Some deem it a revolutionary movement in business. Others call it marketing under another name. So what is brand journalism? Often bandied about brand journalism has garnered a lot of attention, but not much clarity. The problem is the philosophy behind it came before the practice. But now that brand journalism is taking root at places like Facebook and Tumblr (and, yes, at Eloqua), it’s clear it’s not just some fad. It does remain plagued by myths, which lead to...
Some deem it a revolutionary movement in business. Others call it marketing under another name. So what is brand journalism? Often bandied about brand journalism has garnered a lot of attention,...
Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. But perhaps you’re still wondering...
Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. But perhaps you’re still wondering what tools can help make the path smoother. From blogging to email, there are so many touches in the journey from someone first finding your content to becoming a customer that it can feel overwhelming. These six technologies can make delivering, optimizing and measuring your content easier. 1. Content Management...
Maybe no one needs to sell you on content marketing. You’ve got some guidance on how to map content to the buyer’s journey. But perhaps you’re still wondering what tools can help make the...
South By Southwest Interactive is so close you can almost taste the tacos, beer and geeky goodness. By now you know what you need to bring to survive SXSWi and...
South By Southwest Interactive is so close you can almost taste the tacos, beer and geeky goodness. By now you know what you need to bring to survive SXSWi and have the inside scoop on where to go and what to do. Now you need to prune your list of panels and sessions. We’re here to help. We pored through the hundreds of SXSWi sessions and identified the 14 you’ll want to hit up if you’re in B2B marketing. Add these to your schedule (we did our best to avoid conflicting...
South By Southwest Interactive is so close you can almost taste the tacos, beer and geeky goodness. By now you know what you need to bring to survive SXSWi and have the inside scoop on where to go...
Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B...
Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B content marketing and demand generation. Huge thanks to partner JESS3 for the creative genius. The substance was co-developed in concert with my colleague, Elle Woulfe, who moves the levers in our demand engine, and it’s in this duality – from “pre-funnel” creative content to “in funnel” functional content – that this...
Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “From Content to Customer” and it focuses on the nexus of B2B content marketing and demand generation....
You know the feeling: Just when you think you have something (almost) all figured out, someone goes and blows up your self-image. As the person responsible for...
You know the feeling: Just when you think you have something (almost) all figured out, someone goes and blows up your self-image. As the person responsible for Eloqua’s content marketing efforts, that’s how I felt when reading Altimeter Group’s latest research: Content: The New Marketing Equation. Turns out, however, illumination can be a very good feeling. You see, today’s report, published by Rebecca Lieb, is filled with practical tips and heady observations for those just...
You know the feeling: Just when you think you have something (almost) all figured out, someone goes and blows up your self-image. As the person responsible for Eloqua’s content marketing efforts,...
Ernest Hemingway is one of the best writers of all time, but a great content marketer? Sure, Hemingway wasn’t out to warm up leads or sell a product. (Well,...
Ernest Hemingway is one of the best writers of all time, but a great content marketer? Sure, Hemingway wasn’t out to warm up leads or sell a product. (Well, maybe books.) Still, Hemingway’s writing process reveals great tips for content marketing. Below we suggest some words of wisdom from Hemingway you can apply to your content marketing process. 1. Don’t Over Think It “…I learned not to think about anything I was writing from the time I stopped writing until I started again...
Ernest Hemingway is one of the best writers of all time, but a great content marketer? Sure, Hemingway wasn’t out to warm up leads or sell a product. (Well, maybe books.) Still, Hemingway’s...
We're already a through the first month of 2012. What better time to take a moment to ask, "What were the biggest B2B marketing disruptions of last year?" It...
We're already a through the first month of 2012. What better time to take a moment to ask, "What were the biggest B2B marketing disruptions of last year?" It was a crazy year, full of ups and down, and big changes. We recently highlighted the history of the biggest B2B marketing disruptions. But we wanted to narrow down the field. So we asked 6 experts to sound off on what they thought the biggest B2B marketing disruptions of 2011. Do you agree with their picks? What would...
We're already a through the first month of 2012. What better time to take a moment to ask, "What were the biggest B2B marketing disruptions of last year?" It was a crazy year, full of ups and down,...
We’ve spent the last few years talking about a concept called digital body language – the ability to use technology to decipher purchase intent from online...
We’ve spent the last few years talking about a concept called digital body language – the ability to use technology to decipher purchase intent from online behavior. (Heck, our co-founder Steve Woods literally wrote the book on the subject.) But today we have some really, really exciting news. Eloqua’s ability to decode your prospects’ intent is no longer limited to their body language. Now we can actually see inside their minds. Don’t ask us how. That’s a secret of the...
We’ve spent the last few years talking about a concept called digital body language – the ability to use technology to decipher purchase intent from online behavior. (Heck, our co-founder Steve Woods...
Why an arbitrary number like 317? Because that’s the number of posts we published in 2011. We focus on quality here so churning out that number of articles is...
Why an arbitrary number like 317? Because that’s the number of posts we published in 2011. We focus on quality here so churning out that number of articles is no small task. Throughout the year we learned many lessons that could be applied to any number of B2B blogs. Today, we thought we’d share a year’s worth of tips for publishing a top-notch B2B marketing blog – even if you’re writing a new post every day. January: Think Far Out Don’t be afraid to think ahead, especially...
Why an arbitrary number like 317? Because that’s the number of posts we published in 2011. We focus on quality here so churning out that number of articles is no small task. Throughout the year we...
