The Tendo View
Content Marketing Insights & Analysis

Strategy & Development

How to webinar
5 keys to success: Your how-to webinar guide
5/6/13
According to a recent survey, B2B marketers rate webcasts and webinars among their top three most effective tactics for finding new customers and nurturing leads—ahead of blogs, videos, and enewsletters. Although webinars may be a trusted marketing tactic, they mark a hefty time commitment—of your own... Read more
Forrester content marketing trends
Top 3 content marketing trends from Forrester
5/1/13
Earlier this year, we compiled a list of content marketing predictions for 2013. While attending the Forrester Marketing Leadership Forum last month in Los Angeles, I kept an ear out to find out which trends are getting the most attention from those whose job it is to examine and reveal what leading brands are doing—... Read more
Paul Costanza, director, business development and marketing, Tendo
The case for a customer journey
4/19/13
For marketers with a complex offering and a considered purchase process, creating a customer journey and mapping content to that framework might seem unnecessary. But increasingly, prospects and customers, regardless of product, solution, or industry, are responding favorably to brands that provide great experiences. This includes helping them find the information they need to ease the path to... Read more
The power of storytelling
Humanizing content through storytelling and sharing
4/9/13   (Comments: 2)
Content is about connection. It’s about communication. And if we do our jobs right, it’s about communicating on a visceral, as well as an intellectual and emotional, level. To risk sounding simplistic and folksy, embracing traditional storytelling by encouraging people to participate and share is what makes social networks such an effective—and authentic—medium for content marketers to build... Read more
BtoB Digital Edge conference
3 lessons from the BtoB Digital Edge conference
3/29/13
I didn’t get to go to SXSWi like Selena did, but I was recently in the lovely Hotel Nikko in downtown San Francisco for a one-day intensive B2B marketing brain dump, as part of BtoB magazine’s Digital Edge conference. According to IDG (one of the event... Read more
Rethink the talking-head video
Why you need to rethink the talking-head Web video
3/4/13   (Comments: 4)
When you or someone on your team suggests a marketing video, is “talking head” the format that comes to mind? If you’re nodding “yes,” that makes sense. The talking-head video is one of the most common Web formats, plus, it’s what marketers are most familiar with. But by and large, they’re not as effective as they could be. The talking head needs a refresh and I have some ideas for how to do it.... Read more
B2B social media webinar
5 takeaways from Tendo's B2B social media webinar
3/1/13
If one thing is clear as we make our way into 2013, social content is not just prevalent in the B2B space, it’s pervasive. And if it’s not yet in your organization, it should be. According to MarketingProfs, while 84 percent of B2B companies are using some form of social media marketing, top organizations generate more than three times their share of leads from social media than do average-... Read more
How to maximize Facebook post exposure
2/14/13   (Comments: 1)
Most updates posted to your brand's Facebook page live a short life marked by unfulfilled potential. Why is this? Because only about 16 percent of your fans will actually see your post. Most brands assume that their updates are broadcast across the timelines of anyone who has “liked”... Read more
Content marketing trends
Top 5 content marketing trends for 2013
2/4/13
We know you're busy. That's why we've filtered through 200 predictions from 100 experts in 16 surveys—so you don't have to. Too much of a good thing. That’s what trying to keep up with predictions for content marketing in 2013 feels like. The field is vast, everyone has an informed opinion, and each outlet claims to have the definitive collection. We’re not making it easy on... Read more
Top 3 insights from this year's content
12/17/12
It's that time of year: Time to take stock of your content to see what worked, what didn't, and glean insights from the numbers. (A best practice every content marketer should employ throughout the year as well as at year's end.) We reviewed the metrics from our own content published during the year on our blog and in... Read more

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