Helping, not selling. That’s the fundamental idea behind the hottest trend in B2B—content marketing. It’s actually not new. Marketers have been providing useful information that moves prospects toward a sale for more than 100 years. Because content marketing is key to building awareness, trust, credibility, and preference before the selling conversation ever begins.
Xerox Managed Print Services needed to be shared with higher-level decision makers and establish more thought leadership. Get Optimistic, a content marketing program did just that, delivering credible, engaging information on today’s technology topics to C-suite execs with a subtle Xerox MPS sell.
In an effort to increase web traffic, reach prospective residents and their families, and build credibility in the crowded senior living space, JSL introduced the “Art of Aging” blog in 2014. Managed and edited by Roberts, it features weekly posts from various JSL financial and medical experts.
ITT Goulds was looking to protect against market disruption during a major brand transition. We introduced several high-visibility brand reinforcement programs before the change, including Pump Appreciation Day (PAD), which featured awards, videos and customer stories, and the World of Pumps Quiz.
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