Archives for: October 4th, 2018

Don’t Call Yourself a Thought Leader; You Have to Earn It

Written by Rob O'Regan on 17/05/2018

I’m not a huge fan of the term “thought leader”, but it does provide useful context for technology marketers trying to reach IT buyers. Thought leadership is a critical component of any content marketing strategy, because demonstrating expertise on a topic is a critical step in building credibility and trust with prospective customers. I would […]

7 Steps to Successful Content Marketing

Written by Rob O'Regan on 03/04/2018

Content marketing is not rocket science – but it can get complicated. Here are seven steps to help you create high-impact programs that move the needle on your business. Step 1: Define your target. Buyer personas are a foundational component of a content strategy – if you don’t understand the needs and pain points of […]

Digital Transformation Paves a More Level Playing Field for Incumbent & Startup Tech Vendors

Written by Rob O'Regan on 16/03/2018

As digital transformation disrupts traditional IT architecture, IT buying patterns are shifting as well. Notably, incumbent vendors appear to be losing their edge against startups and other new entrants. IDG’s latest Role & Influence of the Technology Decision-Maker study finds that of the more than 2,000 technology purchases studied, nearly half (48%) went to a […]

Tech Marketers Show Commitment to Content Marketing; Now Comes the Hard Part

Written by Rob O'Regan on 03/05/2017

Technology marketers are making steady progress with content marketing. As their “brand as publisher” strategies take root, the next step for many will center on more precise measurement and an evolving strategy defined by a more diverse content mix. The Content Marketing Institute’s (CMI) recently released Technology Content Marketing 2017 report paints a positive picture […]

Native Advertising: Do It Right or Don’t Bother

Written by Rob O'Regan on 30/03/2017

When the great journalist Jimmy Breslin passed away last week, the New York Daily News republished a magnificent column he wrote on the night in December 1980 that John Lennon was shot, telling the tale of the cops who drove a dying Lennon to the hospital. The column was a powerful, poignant example of Breslin’s […]

Publisher-as-Agency? Nothing Wrong with That

Written by Rob O'Regan on 22/02/2017

We’ve been talking for some time about how brands are becoming publishers. We’ve also been hearing about how publishers are becoming agencies. Not everyone is happy with this evolution. Scott Donaton, chief content officer at Digitas, recently stated his case for why publishers should stop “masquerading” as ad agencies. Donaton seems unhappy that publishers are […]

Content Marketing Grows Up – Sort Of

Written by Rob O'Regan on 07/10/2016

The Content Marketing Institute’s latest benchmark study, released last week, paints a largely positive picture of the progress B2B marketers are making with their content marketing efforts. But there are a few red flags in the results that underscore ongoing challenges – and opportunities for marketers to improve their content-driven strategies. The CMI study, an […]

Why We’re Creating a Tech Influencer Network for the Next Phase Of Content Marketing

Written by Rob O'Regan on 29/09/2016

Technology marketers are pretty much all-in on content marketing – but less than one-third feel they’re effective at it. Many are struggling to deliver a consistent rhythm of credible content that resonates with the IT and business decision-makers they’re targeting. IDG’s 2016 Customer Engagement study underscores the challenges that technology marketers face in getting the […]

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