As content marketers, we’re responsible for creating content that resonates with our core audience, motivating them to action during various stages of the buyer cycle. We often pour countless hours into audience research, and yet it’s easy to lose sight of the most fundamental characteristic of all audiences: they are human beings.
Author Archive for: Jennifer Walker
About Jennifer Walker
Content Architect & Design Lead
Intuitive design matters to me. I want to find the sweet spot where content and brand come together to tell a visually compelling story. When I’m not pushing pixels in the office, I’m making a mess in the art studio.
Entries by Jennifer Walker
The days are getting shorter, there’s a hint of autumn in the air, and it’s our last chance to throw one great, big, end of summer barbecue. But what goes into a truly epic barbecue? Sure, nice weather, good company, and a generous spread can’t hurt, but the kind of barbecue you’ll remember for years […]
Staying on top in the tech word is a daunting task. It’s easy to become consumed by benchmarks, budgets, and trends, not to mention the daily rigmarole. That’s why HBO’s Silicon Valley has felt like a breath of fresh air in this technology-driven rat race. With season 2 of Silicon Valley underway, you may find […]
A great divide exists between those who say “dahta” and those who say “dayta.” Which camp do you fall in? Or are you data-dexterous and use both? For this mission-critical poll to stand the test of time, you must share a few facts about yourself first.
B2B tech marketing isn’t for the faint of heart. We marketers are held to the task of telling stories about complex technological solutions. Sure, we mean well and try our best to nurture our audience with helpful content at each step of the buyer journey, but often we recycle the same old language.
With a slew of statics and recent articles championing the business value of visual content, it’s hard to deny the importance of visual design to any content marketing program. But all visual content is not equal, and inadequate design can hurt more than it helps. Before you begin fueling your B2B 2015 content marketing engine […]
As SAP CMO Jonathan Becher famously stated, “…big glass buildings don’t buy software, people do.” So why do so many marketers still act as though they’re selling to big glass buildings? It’s time to humanize #B2B marketing. It’s time to create content that speaks to people and their needs, behaviors, and points of pain. Good […]