LinkedIn, Medium, Brand Blog? B2B Blogging Evolved
Blogs have long been a go-to strategy for B2B content marketing. An SEO-optimized blog can establish authority, attract the right buyers, serve your audience, and set the stage for meaningful sales conversations. Granted, the landscape for B2B content is changing. Generative AI is eating into organic search traffic. There’s also an entire ecosystem of third-party […]
How Avalanche Persuaded a Marketing-Skeptical Audience
Blockchain developers are suspicious of brands and passionate about privacy. Here’s how SCORCH and Avalanche got through to them. Sometimes limitations can be the best inspiration. B2B content marketers have a standard set of tools we use to reach and persuade audiences. We’ve got gated eBooks, thought leadership blog posts, display and sponcon ads on […]
Epic Battle: Customers vs. Users
Whenever I’m confronted with “Your user research costs too much. We know our customers.” I always reply with, “Ahhh. But you don’t know your users.” 4 separate interview and research objectives based on user type. For the sake of brevity, we can’t go through every product or service model. But we can get a better […]
