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Valuable content: The buck stops with you

Professional services marketers are responsible for the value of their firm's content
I recently wrote a piece for Lawyers Weekly, a legal publication in Australasia, in which I compared two articles about the same court decision to illustrate...

Are you an aspiring thought leader? Here’s a lesson in content...

To take your content from good to great you must put some thought into it
Thought leadership. In professional services marketing, it’s the most valuable form of content. If your firm employs or engages marketing practitioners, the chances are it’s...

Market Expertise named Top 25 B2B Influencer

To become a better B2B marketer take inspiration from those who are B2B influencers
Wondering how to leverage B2B influencer marketing? Start by identifying some of today’s top B2B influencers. And then follow their lead. This article by influencer...

B2B Content Creation: Put Your Money Where Your Mouth Is

It's worth investing in content creation
Why should B2B marketers invest in content creation? It's complicated.   Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn...

In B2B marketing, it’s a case of caveat venditor! (Seller beware!)

B2B buyers are more informed
There is a bunch of factors that distinguish business-to-business marketing from its consumer kin. Firstly, the sales cycle is generally much longer. In part, this is...