Topic | Content Marketing

For Second City Works, the line to tightrope walk in content marketing sits between helping B2B prospects understand the serious benefits of what they do, while remaining entertaining and irreverent.

Nearly three-quarters of B2B marketers seek sales feedback when creating content, but only 42 percent are having conversations with customers as part of their research, according to a new report from the Content Marketing Institute.

So how can brands develop engaging, viral-worthy micro-moments? While creativity should never be underestimated, here are a few considerations that can add some extra magic.

Unlike many B2B marketers, James Furbush of Lord Hobo Brewing has one clear metric to track when it comes to tracking success: Are we selling more beer?

If you want connect with Millennials in the workplace, a new study suggests you need to tell them a good story—and then hope they retain what they heard.

User-generated video is helping recruitment firm Randstad engage job seekers and employers. Skyler Moss offers tips for creating UGC.

Pixar veteran animator and writer Matthew Luhn shares how to leverage the power of emotion in storytelling.

Nasdaq has increased its social fan base from just over 20,000 a few short years ago to 3 million+, with a content strategy focused on promoting the company as a “dream factory” for entrepreneurs.

While still a challenge, the good news for marketers is that the technology to measure customer responses to specific content is a rapidly improving sector of martech.

There's a ton of B2B content online. How can you make your brand stand out? Here's 13 ideas for creating more useful content marketing assets.