When it comes to marketing, many people have opinions about the death or imminent death of an entire approach or tactic. But these opinions often miss the mark because they don’t consider evolution.

We love anything to do with tech. We love writing white papers. However, we don’t always love the idea of writing a white paper for everything to do with tech. 

When we get into conversations about competitive marketing intelligence with our clients, they’ll often say something like, “Nope. No. We don’t need that. We just did that six months ago. We tore through all of the information on our competitor’s solution. Right down to the specifics of the hardware and software and how they’re listed. We know exactly what’s on the market now, and we have a pretty good guess about what competitors are going to bring to the market in the near future.” 

I was at the wrap-up meeting for a white paper we had just finished for a client.

Content marketing works. 

That’s probably why 91 percent of B2B marketers integrate it into their programs.¹ 

Leadership positioning is one of those marketing subjects that generates a lot of attention. A quick internet search will reveal more instructional “how to” content than anyone can possibly read. Unfortunately, some of the content is contradictory. Some of it focuses way too much on tactics and ignores the strategic considerations. And, all of it can cause marketers to lose sight of the forest while focusing on the trees. 

There are a lot of misconceptions about what public relations is. Let’s start with what it isn’t.

Perception is reality — there’s no escaping it.

Advertising, on its own, is not marketing — it’s just advertising.

Unless you have a walk-in storefront, it is likely that your website will be the first point of contact between your business and potential customers. The time between someone landing on your website and deciding to stay on it is limited. So, your website should create a good impression and be informative about your business to keep people on it.