How a Common Content Strategy Unites Marketing’s Different Natures

I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the […]

The Long and the Short of it. And the implications for Content and Storytelling

If I think about the brands I’ve been working with or consulting in the last few years, the majority of them in the B2B tech space, short-term sales activation (or leadgen, as […]