In 1895, John Deere launched a magazine called The Furrow. It was not a typical catalogue to sell tractors, but a publication to educate farmers on how to be better at farming. The magazine took off and became one of the leading information sources in the agricultural community. Today, The Furrow is still going strong, with over 1.5 million readers around the world. It has played a significant role in John Deere’s success. Among content … [Continue reading]
Don’t let your prospects go online without you
A staggering 67% of the B2B buyer’s journey now takes place online.* The very first step a new prospect takes is an online search. This doesn’t mean your flesh-and-blood sales reps are locked out of 2/3 of the buyer’s journey (that’s a marketing myth). But, it does mean that prospects will be collecting all kinds of opinions, advice, information, and misinformation online. A lot can happen during that 67% of the journey without you. Here … [Continue reading]
Humans. Chimps. And the B2B content marketer’s secret weapon.
One of the top three challenges B2B content marketers face this year is “producing the kind of content that engages” (according to a recent study by Content Marketing Institute and MarketingProfs). So how do you create content that drives more buyer engagement? What’s the secret? The answer is deeply rooted in human nature itself. Humans can’t ignore creativity. And neither can your customers. Think about your favorite songs, movies, and books … all highly creative, … [Continue reading]