Why B2B Needs Content

It’s clear why business-to-consumer companies are frequently also ‘content’ companies. Telling a meaningful story about a product or service requires a narrative everyone can follow and engage with. Does a software or technology firm need to do this? Don’t they just need to showcase the technology and let their readers put it together themselves? And can a technology, tool, or component many end users never see in the finished product really be a ‘story’?

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The Three Pillars of Content Strategy

With deference to Roshi Kapleau’s classic, The Three Pillars of Zen, it occurs to me that many of the recent discussions about content keep coming back to three essential ‘pillars’. While the ideas are easy, implementing them are not. Let’s talk about what the pillars are, and how to build them to support more effective content marketing.

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