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Why Some B2B Tech Companies Fail at Marketing [guest post]

Sword and the Script

Some B2B tech companies, especially in early stages, are eager to make a splash in their respective markets. They’re raring to go with branded content about who they are and promotional materials about what makes their product great. This type of content simply isn’t relevant to their audience – at least not yet.

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Can you Profit Directly from Content Marketing? Proceed with Caution

Sword and the Script

Regular readers know I bought into the concept of “ content marketing ” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing and social media. 3 Studies that Challenge Marketing Assumptions.

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Apple vs. Chevron Revenue? It’s Content Marketing out of Context

Sword and the Script

For example, the state of California stands out because Apple is based there and that company has been flirting with astronomical sales numbers in recent years. Using the reverse image search feature on Google, I traced the image back to this post published by a cloud vendor Broadview Largest Companies by Revenue in Each State 2015: MAP.

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Transforming Internal Communications: From Hurdles to High Performance

Burrelles Fresh Ideas

Consistent communication is a powerful tool to fortify your company’s culture and uphold its values, fostering transparency throughout the workplace. Part of the problem is that companies still see internal communications as an expenditure rather than recognizing its potential as a revenue driver.

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How Manufacturers Can Create Content That Connects With Their Customers

PR 20/20

According to Marcus Sheridan in his book, They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer , it’s key to create a content strategy based on what your customers are thinking. If a customer requires a floor welder, your company may not be the best fit.

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Martech is NOT Marketing; Long Live Marketing

Sword and the Script

Marketing technology (martech) is not marketing. Or consider these comparisons: Graphic design software is not creativity. However, if you are inside a company trying to do something different and drive marketing innovation , that idea is at least a high hurdle and at worst a dangerous barrier.

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The Sales Cycle and Content Creation: What Marketers Need to Know

Polaris

A few weeks ago, I wrote a post in which I identified 2 critical steps in content-strategy development : 1. Using a fictional company called Potter Paralegal Inc., I demonstrated how marketers can use buyer personas to put a human face on customer information and bring their ideal customers to life. Content Marketing'