Strategy & Development

9/27/13   (Comments: 0)
It doesn’t matter if you’re a technology company, a financial services company, or even a small clothing store. You’re also a content publisher. Every business needs to produce content—for its website, for its social media channels, for outbound email communications, and more. So what content do you need? How often should you communicate with your customers? And how much information should you... Read more
9/5/13   (Comments: 2)
The most basic approach to persona-driven B2B marketing is to understand your audience and target your content to the exact person/role who’ll write the check for what you’re selling. Simple enough, but as your offering and audience grow in scale and complexity, so does the task of getting the right information to your diverse audience. When that happens, the options look like this: Basic:... Read more
8/12/13   (Comments: 0)
The central tenet of content marketing is pretty well established by now: Stop yelling at me! People don’t want to be pitched—they want to be engaged, entertained. When they seek information, it’s increasingly self-directed and social. As a result, good marketing is becoming more conversational. To be a good conversationalist, you need to focus on your audience. So, conversation step one: To... Read more
7/25/13   (Comments: 0)
Content marketers are in the business of attention economics. The content the audience sees and engages with must be relevant or of interest. But due to the ubiquity of information today, if content is to stand out it has to be both. What makes content interesting can directly or indirectly be attributed to hype. Yet the term “hype” is pejorative. As a noun, its consequences are negative or... Read more
6/6/13   (Comments: 0)
With 91% of B2B marketers using content marketing to achieve such business goals as brand awareness, lead generation, and customer retention, an unprecedented amount of online content is being created and/or... Read more
6/5/13   (Comments: 1)
Recently, Tendo had the pleasure of hosting Stefan Tornquist, vice president of research for Econsultancy North America, for a luncheon and presentation in Palo Alto, Calif. Stefan presented prepublished findings from Econsultancy's 2013 Integrated... Read more
6/4/13   (Comments: 0)
Why does content go viral? One of the biggest misconceptions, says Wharton Associate Professor Jonah Berger, is that it’s random luck—or that it has to do with cats. In his book Contagious... Read more
How to webinar
5/6/13   (Comments: 0)
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
5/1/13   (Comments: 0)
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
4/19/13   (Comments: 0)
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


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RT @jaybaer The Hidden Value of Influencers in B2B Content Marketing @toprankblog #thoughtleadership
1 day 1 hour ago
#Socialmedia has its place, but, if it’s content engagement you’re after, you don’t even need to leave your site.
1 day 4 hours ago
Great list! @SilkCharm 7 Levels of social media and online community engagement
1 day 7 hours ago
The Science of Emotion in Marketing: How Our Brains Decide What to Share and Whom to Trust #engagement
2 days 7 hours ago