This topic’s been brewing in the back of my head for a couple of years, ever since I read ‘All Marketers Are Liars’, by Seth Godin. It bugged me then, and I find it even more irksome now.

To be fair, the title is meant to provoke and the book is more about story-telling than making false claims. Godin’s premise is that perception trumps reality. For example, wine tastes better in… Continue reading Honest and Transparent Marketing...

One of my favorite books of the last year is the Heath brothers’ Made to Stick. It discusses in depth the various attributes that make ideas and messages stick in our minds. I’m working on a case study for a software client. The majority of the information gathering/interviewing process is done. I’ve written many case studies, and I have the format down (situation/problem, solution, benefits). ‘Sticky’ as the brothers define it, is understandable, memorable, and effective in changing thought or behavior. Exactly what a case study should be, so I think I’ll use the six Made to Stick principles to turbocharge this case study’s effectiveness. Continue reading Sticky Case Studies...

Have you ever had the experience of buying a new car, and then suddenly you start noticing how many other cars just like it are on the road? There was no appreciable increase of that make and model driving through your town. You just became sensitized to it. That’s what has happened to me in regard to content marketing. That, and the fact that more and more companies are adopting… Continue reading Why is Content Marketing Like a New Car?...

What does ‘B2B Content Conversations’ mean?

It means that this blog is designed to be a dialogue between me, Bob Leonard, and you. You understand that relevant and useful content (online and off) is the best marketing tool for businesses selling complex products or services to other businesses.

When I use the term ‘content’, I’m referring to copy, or content composed of… Continue reading B2B Content Conversations...