The Josh Gordon Group blog

Which content is most persuasive? Free on demand webinar

Posted by Josh Gordon on Fri, Jun 27, 2014 @ 11:06 AM

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Topics: webinar, marketing, digital media, marketing effectiveness, marketing content, educational content, BrightTALK, consumer habits, marketing campaigns

Very proud to have the Sports Video Group cover our upcoming study

Posted by Josh Gordon on Fri, Jun 14, 2013 @ 17:06 PM

Here is an aticle that ran this morning: 

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Topics: content, content marketing, content strategy, bradcast indusrty survey, prduction research, Sports Video Group, educational content, Josh Gordon, Broadcast, Ken Kerschbaumer

B2B marketing stories sell, but not when they are about you

Posted by Josh Gordon on Fri, Feb 1, 2013 @ 09:02 AM

We get it, stories sell. They help customers remember key points even as they are overwhelmed with facts. When winning new business in the time before first sales contact this is critical as there are no salespeople to reinforce points made. But if the stories are only about your company and products they can sound like a sales pitch and be quickly forgotten. Stories that sell best describe B2B problem solving situations similar to those being experienced by customers. In short, the stories are about your customers, not you or your company. Our friend Jill Konrath explains:

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Topics: problem solving, B2B marketing, Jill Konrath, marketing stories, stories that sell, educational content, BtoB, winning new business

Does educational content just develop customers for competitors?

Posted by Josh Gordon on Thu, Jun 7, 2012 @ 10:06 AM

There were once two competitors. The first invested to create great educational information truly helpful to customers. The second invested nothing in educational content, took the savings to the bottom line, and sold their products for less. Who won? In this case, the lower priced suppler. But it should not have happened that way. 

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Topics: B2B technology marketing, buyer preference, content strategy, educational conrent, educational content, marketing content, marketing strategy

Do you need a "Digital Sales Force" to help your physical one?

Posted by Josh Gordon on Mon, May 21, 2012 @ 14:05 PM

When the digital content you create and distribute through your website, social media, and online venues is used strategically it can act as a second sales force that can help your physical one. But is the idea of a “digital sales force” just online spin?

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Topics: sales leads, sales lead generation, content strategy, marketing content, educational content, attract online traffic, Digital Sales Force, On line content