Go-to-Market

The touch screen is the ideal PC interface that is fast replacing the mouse and keyboard. It's the most preferred form of advertising, replacing the traditional print media. They are easy to install and operate, even for a person with limited computer skills.

A change initiative involves a concerted, consistent effort at various levels. The Top Management and Board of Directors are as important to the process as is the change agent, the sponsors, the steering committee and the people at large.

By now, we all know that content marketing needs to be strategic and focused to be effective; it’s not enough to simply push ad hoc content into the world and hope it works.

We’ve had many brands walk through our doors (or more often we’ve walked through theirs) looking to jump into marketing; and they all have their reasons: brand awareness, demand generation, lead generation, thought leadership, meaningful engagement with their audience.

Over the last six years – I’ve seen some of the best and worst content marketing programs and plenty in between. And it’s long fascinated me what it is that differentiates the two.

I am a big fan of ‘Think with Google’, the Insight and Research website, and I subscribe to its weekly newsletter. One of its weekly emails really caught my attention and made me pause.

It takes discipline for writers and editors to constantly tailor their prose to the reader’s needs. It’s far too easy to slip into a style they enjoy writing, rather than the language their audience wants to consume.

Content marketing is constantly evolving – it’s more engaging, creative and captivating than ever before, and writers are continuously finding new ways to honour their craft.

The digital marketing landscape is constantly changing, so keeping up with best practices across various platforms, tactics and strategies can be difficult.

What do today’s B2B customers want? Research reveals that 88% of B2B marketers have used content marketing to reach their target audience this year, but only 30% rate their efforts as effective.