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Show All (51)
Blog (48)
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Preparing for the Next Normal
It's More Than Engagement: CX Leadership Is Earned--Part-4-of-How-Marketing-Creates-Great-Customer-Experience
The Shift to Social Selling
It's More Than The Deal: It's About Trust - Part 3 of How Marketing Creates Great Customer Experience
Is the Value of Your Marketing Both Transactional & Longitudinal? - Part 2 of How Marketing Creates Great Customer Experience
How Marketing Creates Great Customer Experience: Part 1 - It is More than Marketing As Usual
Using Sound to Rise Above the Noise: How Dell, Siemens, IBM, and ACVB are Using Sound and Music to Reinforce Brand Identity
Ditch the Newspaper Approach to Content Marketing, Try the Blockbuster Philosophy Instead
6 Strategies To Revitalize Your B2B Email Marketing
Fundamentals of Data: What CMOs Need to Know to Succeed in a Digital Age
Applying Tech Innovations To Enhance Customer Satisfaction -- Part 3 of Personalizing Your Relationships With Your Customers
Meet Your New MOM (Marketing Operating Model)
Leveraging Content Marketing To Engage Customers - Part 2 of Personalizing Your Relationships With Your Customers
Six Ways Marketers Are Beating Disruptions With Technology
Personalizing Your Relationship With Your Customers, Part 1 - Leveraging Your Big Data Analytics
Marketing That Matters
Are You Considered A Progressive Leader Within Your Organization?
How Virtual Reality Will Change B2B Marketing
Who’s The Real Hero? You Or Your Customer?
Who's Ready To Lead Change In Marketing?
Millennials As B2B Buyers
Conducting A Marcom Audit: See Yourself As You Are - Part 2 of 2 Get Under the Hood and Tune Up Your Brand
What Will Determine Your Company's Ability To Execute Strategy In 2017?
Get Under the Hood and Tune Up Your Brand - Part 1 of 2
UX - What Makes A Great B2B Website? Part 4 of 4
Opportunities are Knocking: Key Tips to Ensure PPC Strategy Success - Finding Critical Gaps in Your Paid Search Part 2 of 2
How do you know your products are successful? Measure what matters.
Finding The Critical Gaps In Your Paid Search Advertising Strategy Part 1 of 2
Content: The Real SEO - What Makes A Great B2B Website? Part 3 of 4
News: SoCal BMA Unveils New Look and UX to Career Center
Brand: The Visual Story - What Makes A Great B2B Website? Part 2 of 4
The 3 Pitfalls of Production Positioning
What Makes A Great B2B Website? Part 1 of 4
5 Best Places to Research Marketing Automation Solutions for SMBs
Competitive Intelligence 3: It's not just about understanding your competitors, it’s about deriving actionable insights
RECAP: ''Refresh'' Summer Mixer Series
Competitive Intelligence 2: Your mission should you accept it Mr. Hunt is to...
Segmentation: An offline marketing concept emerging naturally in an online marketing world
Competitive Intelligence 1: Do you need James Bond?
BMA SmartBrief - Daily News for B2B Marketers - Subscribe
The role market dynamics play in developing your brand strategy
10 Reasons to Implement a Marketing Asset Management Solution
Creating Purpose-Drivent Brands
Relevance Is The New Black
Data Use in Branding
Developing a Conversation Marketing Strategy
Marketers Must Become Proactive Stewards of their Company Assets
5 Tips for Surviving and Thriving in this New Marketing Era
End-to-End Marketing Part 3: Creative examples, good and bad
End-to-End Marketing Part 2: Marrying creativity with technology
End-to-End Marketing Part 1: The death of creativity?

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Ditch the Newspaper Approach to Content Marketing, Try the Blockbuster Philosophy Instead

SoCal BMA Blog - Blockbuster Philosophy


Here's a critical question many marketers ask themselves: "How do I create thought leadership in a sustainable and profitable way?"

Traditionally, marketers have not had a great answer to that question. That's because the way they produce thought leadership today is all wrong. Pretty much any survey will tell you that B2B marketers think they don't have enough content or that what they have isn't very good.

Research LinkedIn conducted with Edelman also shows that about 50 percent of B2B buyers are disappointed with the quality of thought leadership coming from vendors.

All this tells us that something is fundamentally broken. Why are B2B marketers spending enormous amounts of money churning out low-quality content? What explains the sorry state of thought leadership content marketing? Here's our theory: For the past 10 years or so, marketers have been told to imitate newspapers and "think like publishers." They've taken this advice literally, setting up "brand newsrooms" staffed by armies of "brand journalists" cranking out real-time, lightweight content. Articles, listicles, blog posts, tweets.

The problem with that approach is it's very difficult to be a newspaper in a world where anyone can publish a 500-word article. read more.

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