Category: B2B advertising

Should I Use Stock Photos?

A while back, I was leafing through a magazine in a dentist’s office when I saw a cute photo of a woman with a child on her shoulders to emphasize the headline: “You carry the world on your shoulders.” Below was a bright orange color block, some support copy and the MetLife logo. Not worth noting, except …

Digital Advertising: The What, Why and Why Nots for Industrial B2B Marketers

“We need to take our marketing program digital.” You’ve probably heard this statement or some variation a few times in your marketing career, no matter how new or seasoned you might be. Taking it digital. What does that even mean? Well, there are a lot of options for going digital, but much of the focus in our content marketing world has been on organic inbound.

Paid Social Media Advertising Plays Its Part in Industrial B2B: Blog 4 of 4

Content marketing has become more popular than ever, so what better way to promote your great work than through social media? The problem that B2B marketers often run into, however, is a lack of strong followership on their social channels. Connecting with the right people and getting your message to your intended audience can be challenging.

Marketing Words That Won’t Die

I’ve been fighting these words for years with every red pen at my disposal. But there’s no killing them. They’ve bred and propagated like tropical insects, infecting every paragraph of B2B and technology marketing writing. Still, I fight on, because these words are useless. They have either lost their meaning from overuse or, in some cases, mean the opposite of what they’re meant to say.

Truth in Advertising in the Post-Truth Era

I recently read an article about the health effects of too much sugar in your diet. Admittedly, I can stand to lose a “few” pounds. The article dove into how the sugar industry paid scientists to play down the link between sugar and heart disease and promote saturated fat as the culprit.