Strategy & Development

11/21/13   (Comments: 1)
Many of our best modern innovations are the result of creative collaboration (the Internet being a great example). Ideas tend to generate more ideas, and the theory goes that more minds contributing to solving a specific problem will produce a better solution. But creative collaboration has its dark side, too. Personality conflicts can get in the way. Limited resources can constrain originality... Read more
11/7/13   (Comments: 0)
Rating: Video has taken center stage on the Internet—and content marketing. From 2011-2012, B2B marketers increased their spending on video by 70%, which is more than any other content type and almost twice the next content type (research reports... Read more
10/25/13   (Comments: 0)
The newest manifestation of Google’s mission to provide answers to any question anytime, anywhere an Internet connection exists has arrived on the fluttering wings of Hummingbird. Like its fuzzy predecessors Panda and Penguin, the cute... Read more
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

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