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THE TENDO VIEW

CONTENT MARKETING INSIGHTS & ANALYSIS

Promote Your Trade Show Presence with Social Media

Posted by Selena Welz

November 12, 2014

The value of face-to-face connections for lead generation potential keeps events at the top of marketers' priority list. According to Forrester, 20 percent of the average B2B marketing budget is dedicated to industry events.

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Topics: Social Media, Content Strategy

What Banner Ads Can Teach Us About Good Content

Posted by Brian McDonough

November 12, 2014

Let’s not reinvent the banner ad.

Reading the New York Times recently, two tech articles caught my eye. Farhad Manjoo wrote about "The Fall of the Banner Ad," and Microsoft announced that it would make Office free for mobile devices.

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Topics: Content Marketing, Content Creation, Content Strategy

What You Wanted To Know About Brand Journalism But Didn't Know To Ask

Posted by Josh Krist

November 11, 2014

Anyone who started their career in a newsroom and then switched to marketing knows that the methods and values in most newsrooms are challenging to fit into a corporate environment. In a newsroom, when you write something that gets powerful people mad, you know you’re doing your job well. In marketing, not so much. So why are more and more companies interested in brand journalism?

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Topics: Content Campaigns, Content Marketing, Content Creation, Content Strategy

The Secret to Creating Content that Resonates

Posted by Liz Eva

October 9, 2014

The efficacy of traditional outbound marketing channels is in decline. As a result, savvy B2B marketers have turned to inbound tactics to provide customers with compelling, relevant, valuable content. But the question is: How do you know if your content is compelling?

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Topics: Content Marketing, Content Creation

Putting Thought in Your Thought Leadership Content

Posted by Julie Jares

October 9, 2014

Thought leadership content is not just about sharing ideas. It’s about offering a credible, well-reasoned, and occasionally provocative point of view on topics your audiences care—or should care—about. Not for the purpose of making the quick sale, but to start conversations, impart a vision, and engage others. You can use it to position your company as a potential valued partner or your executives as influential authorities in their fields, but in the end, it’s about building trust and relationships. It’s a marathon, not a sprint.

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Topics: Social Media, Blogging, Content Marketing, Content Creation

Refresh a Content Marketing Program in 6 Steps

Posted by Brian McDonough

October 9, 2014

Marketing programs often have short shelf lives. They spring up around a product, an initiative, a new corporate slogan (“We’re all about value!”), and a year later (or less), there’s a new product, with a new slogan (“We’re all about innovation!”). In our increasingly connected and interactive world, shutting down a campaign and its related social channels is harder and less desirable. It's much easierand wiserto refresh that existing effort.

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Video: The New Offer Content

Posted by Bill Golden

October 8, 2014

Video plays a number of important roles across the demand generation cycle. It can drive people to gated assets, be a component of lead-nurture streams, or complement and enhance primary offer content like e-books and virtual events. But it could also be the offer content if you follow these three steps.

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Topics: Demand Generation, Video

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