B2B Content Marketing

Let’s steal from The Simpsons

The golden years of The Simpsons entirely re-wrote what a TV show could be. In the latest of our ‘Let’s Steal From’ series, we dig into how they do…


The galvanizing story part 3: a B2B positioning example

In the third post in the Galvanizing Story series, we look at the story created for OpenMarket—and its impact.

23. 04. 2019


What’s after content marketing? The galvanizing story, Part 1

Content marketing won. Now what? It’s time to re-center our marketing around big ideas. Meet the Galvanizing Story, the next (and first) big thing.

08. 04. 2019


Let’s steal from the New York Times

The New York Times is a firehose of innovation in craft, content, storytelling and digital strategy. In this, the latest in the ‘Let’s Steal From’ series,…

18. 12. 2018


Let’s Steal From the Marketing Technology Supergraphic

What can you steal from one of the most successful pieces of B2B content of all time? Quite a lot…

13. 08. 2018


If content doesn’t cost you anything, it isn’t worth anything

What does your content cost you?

06. 08. 2018


Can we promote products again?

Content marketing dogma says we must suppress our promotional messages. What if that’s wrong?

12. 04. 2018


Why Google doodle

Here’s why Google doodle, and what content marketers can learn from them

22. 02. 2018


40 reasons good people make crap content

Why do so many smart, talented people still make so much crap content? Here are 40 reasons. We’ve all done them. But still…

08. 02. 2018


Did Crap come true? How to fight the content marketing deluge

Five years after publishing ‘Crap’ we ask, ‘Did the predictions come true?’ and ‘What can you do about it?’.

06. 02. 2018


Five years of Crap content: an anniversary of sorts

‘Crap’ is five years old today. Here’s a look at the impact it made on us and the lessons we learned as content marketers.

10. 01. 2018


Why you need both Plumbers and Persuaders in B2B marketing

B2B needs both Plumbers AND Persuaders. Are we swinging too far towards martech plumbing?

10. 10. 2017