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.
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.