Content Marketing, Marketing Books

B2B Content Marketing: The Grande Guide from Eloqua

This week, the folks at Eloqua, a marketing automation company, have released the Grande Guide to B2B Content Marketing. The Guide explores this cutting edge marketing practice and pays special, but not exclusive, attention to the role content marketing can play for B2B businesses.

Content marketing is the art of creating, curating and distributing valuable content, combined with the science of measuring its impact on awareness, lead generation and customer acquisition. Simply put, it’s business-relevant communications minus the selling.

The Grande Guide was written by The Content Marketing Institute’s Joe Pulizzi and Eloqua VP of Content Marketing Joe Chernov (who is on our Radio show this Friday!), with contributions generously provided by CC Chapman and Ann Handley, co-authors of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)

About Eloqua: Eloqua automates the science of marketing – campaign execution, testing, measurement, prospect profiling, and lead nurturing – allowing marketers to acquire customers, drive revenue and do what they do best: develop strong brands, build creative campaigns, and deliver compelling content.

2 Comments

  1. 1

    Good stuff. Amazingly, most companies still suffer from the same tired old malady of taking their pitch, and converting it into a bigger, more complex pitch. This becomes their entire portfolio of market speak. There are some key words and phrases out there that usually provide the guideposts to the mediocre. Phrases such as “the world leader”, “a leading provider”, “best in class”, etc, all of these indicate a marketing mindset that just hasn’t made the jump to openness. I wrote about this back in February on my non corporate blog. Enjoy. http://hoosiercontrarian.com/2010/02/11/are-you-a-victim-of-the-great-marketing-slot-machine/

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