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……