Ghostwriting in B2B: fake content or essential thought leadership tool?

Ghostwriting has become a vital part of B2B content marketing. But when does it go beyond legitimate thought leadership and become fraudulent?

Podcast 68: the best B2B content of 2018

As 2018 draws to a close, it’s time to reflect on a year of truly excellent B2B marketing content. Here are a dozen examples.

The B2B Content Audio Blog #11: how to run a successful editorial board

Hear how an editorial board can transform your content marketing (and grab five top tips for running one successfully).

Podcast 67: B2B content trends and analytics – which formats get the best results?

Which types of B2B content get the strongest engagement? And how do you measure what content works best?

The B2B Content Audio Blog #10: five essential QA tests for B2B copywriting

How do you get an objective view of which content will work, and which won’t? We use a hierarchy of five key tests.

What’s the big idea?

Four ways to find and own your unique story in the crowded world of B2B tech.

The B2B Content Audio Blog #7: how to write an ebook that gets results

What are the hallmarks of a truly great B2B ebook? Here’s our definitive guide.

The B2B Content Audio Blog #6: how to interview subject matter experts

Give us six minutes, and we’ll give you six weird interview questions to transform your next content piece.

B2B Content Hall of Fame: the motor catalogue that repositioned a brand

B2B product catalogues rarely attract much attention. But Maxon Motor's 508-page behemoth protects the entire brand from bargain-basement competitors, by focusing on one, specific target audience.

The B2B Content Audio Blog #5: the big mistake you’re making with titles

Learn why the present participle is ruining your B2B marketing headlines, and discover a clearer way to share your message.

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