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Headed to Content Marketing World 2013, a Changed Agency

As I get ready to attend the 3rd annual Content Marketing World (CMW) conference next week (hello Cleveland!), it seems the appropriate time to think back at the worthwhile road that me and my little company have traveled. When I was fortunate enough to be invited to participate in the inaugural CMW way back in 2011, we were [...]

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Mobile Security eBook Helps Veracode Use Humor to Cover Some Serious Subjects

Influential Strategies completed a content marketing project for Veracode, a leading application security testing company based in Boston. Our team produced an informative but whimsical ebook to educate mobile workers on the need for Bring Your Own Device (BYOD) security. The resulting campaign was one of the most successful in the client’s history, resulting in [...]

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B2B Technology Content Marketing Is a Big Subject

With this post, we’re going to begin to pivot the focus of this blog a bit. Up to this point we’ve spent a lot of time examining B2B technology branding, software brand strategy and branding for startups. Future posts will begin to explore a wider set of subjects under the banner of content marketing as [...]

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Positioning vs. Branding

Many of the same tech marketers I have interviewed as part of this blogging project negate the importance of Branding while holding up Positioning as the ultimate strategy for winning minds and markets. This distinction is important to address, as…

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Your Customer controls your Brand

Forrester Research recently held its 2005 Consumer Forum. Although the thrust of the agenda addressed how to reach the teaming masses on the Internet, the present market’s realities sure sound like they have a lot of relevance to B2B tech…

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