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Content meets the B2B buying process

By John Coe

May 1, 2015

We're almost 10 years into one of the latest and hottest marketing trends – Content Marketing – and most B2B firms are churning out lots of it. But like most good things, such as Texas BBQ or Chicago deep dish pizza, we tend to overdo it! As a result we're into the next inevitable phase of content marketing – content overload. First, let me give full credit to my friend Joe Pulizzi, Content Marketing Institute founder, who in eight years has brought content marketing strategy to the forefront of CMO's campaign plans. We share two things in common – a belief in content marketing, and also are frustrated fans of the Cleveland Browns – he even wears orange! But I digress.

Another long time friend, Bob Bly, was the first who wrote extensively about content marketing in his 2005 White Paper Marketing Handbook, which is still available on Amazon. Bob informs me that an update version will be published later this year and is appropriately titled The Content Marketing Handbook. For more insightful information from Bob, go to [...]

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