A major B2B marketing stumbling block is trying to be all things to all possible prospects. Some marketers think that appealing to as wide an audience as possible will drive more sales. But showing th
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Congratulations, you’re at the start of a brand-new year! Before you zero in on all the work ahead, let’s do a quick review of last year’s efforts. Figuring out what worked and what did not in the pre
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The most common video testimonial I’ve seen consists of a title card displaying a question and then a customer answering. This format is easy to do, but it’s also one of the least impactful.Even when
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While words are an undeniably important factor in your content, visuals supercharge audience engagement. That's because our brains respond better to visual content than to text. The infographic below
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Headlines are arguably the most important component of your content, whether you’re writing a blog post, case study, white paper, etc. No one is going to read your content unless the headline first gr
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According to the 2020 B2B Content Marketing Benchmarks, Budgets, and Trends—North America report, many businesses still aren’t crafting content for specific stages of the customer journey. The report’
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Kellé Campbell is a public relations writer with more than 15 years of experience performing writing, editing, ghostwriting, and research services for clients in a variety of sectors, specializing in technology.