Tag Archives: Economist Group

The Influence Of Buyer Goals On Content And The Search For Good Ideas

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make choices based on the information acquired. The ongoing concern for many senior marketing executives is the lack of effectiveness in content marketing today.  Surveys in the past two to three years indicating marketers are struggling to break through even being thirty to forty percent “somewhat”…

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Tony
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Why CMOs Should Not Focus Only On Content Marketing

Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World.  The largest content marketing oriented conference of its kind.  These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness.  This is the dilemma and conundrum facing many senior marketing executives on the role of content marketing.  While we have seen a rise in spending on content marketing, we have seen a correlating rise in conferences and services designed to improve effectiveness.  Despite this correlation,…

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Tony
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