audience — B2B Digital Marketing

Why Your Content Will Never Be Good Enough

January 17, 2012 By Eric Wittlake 15 Comments

Quite simply, the marketing content you create will never be good enough. You will need to produce better content every single day.

Today, someone trumped your content. Just now, they become a more useful source of information to your audience.

How Your Content was Trumped

Content quality is relative. As more companies focus on developing and producing quality content, the overall quality of content will improve and the expectations of content will increase. Your content may have been good when it was created, but now it’s merely average. [Read more…]

Three Principles for the Future of Marketing

June 16, 2011 By Eric Wittlake 8 Comments

In the future, marketing must be valuable. But that isn’t enough.

Earlier this week, Michael Brenner outlined the future of marketing, drawing from last fall’s future of advertising article in Fast Company. It is a great perspective. The question is, how do you accomplish it? How do you, as Michael said, “create communities of customer advocates and evangelists”?

There are three principles to excel in the future of marketing that Michael presented and create the advocates and evangelists [Read more…]

Your Audience is Gold

March 31, 2011 By Eric Wittlake 6 Comments

Marketers must become media companies. In B2B, where thought leadership is nearly every marketers goal, it is even more critical. But B2B marketers are responding slowly. Rather than publishing great content and developing an audience that wants to hear from you, you blast your message to the limited audience you have and rely on media to distribute your message.

Stop. The limited audience you have developed, and often mistreated, is gold. Don’t believe me? Let’s put some numbers on what marketing to your audience is worth.

[Read more…]