The Brafton Blog

Whether the target audience is consumers or other businesses, marketers have a lot in common (beyond caffeine addictions, I mean). Hey, the numbers don’t lie. For instance, data shows the vast majority of both B2B and B2C marketers use content marketing (89 and 86 percent, respectively). That said, research indicates one significant differentiator between the… Read more »

Do you want your audience to rely on your brand as an authoritative voice? Then you’ve got to put your subject matter expertise to the test.

All too often, content marketing is all about “me.” When building content marketing strategies, it’s easy to get caught up in what you want to say about yourself – your messaging, your value propositions, your story, etc. But it’s just as important to consider what your customers are saying about your brand. Unfortunately, many companies… Read more »

You thought you had everything figured out, and that’s exactly where you went wrong. You learned your products inside and out, learned your company values, learned about the market. Then you wrote a month’s worth of clunkers. With all that learning going on, how in the eff could that possibly happen? Let’s break down a… Read more »

It all started with God. Or was it dog? No, it was definitely God, at least the way Dominick Sorrentino tells it. “I went to a Catholic Pre-K, and the class was trying to spell ‘God’ one day,” said Dom, a Senior Writer at Brafton and the Chicago office’s go-to source for all things tech…. Read more »

It’s a trick question. What you should be asking yourself is, “How do I create content people love?” Google has advanced to the point where its algorithm has an advanced understanding of searcher intent and content depth. It matches the intent of a searcher’s query with the content that provides the most comprehensive response to… Read more »

Forget stuffy and sterile. B2B audiences want to talk to a human being.

When people hear I work in marketing, they automatically think of cool designs, public relations events, Snapchat and other trendy pursuits. When I tell them I do marketing for an information technology company, their reactions tend to be less animated. Why? Because when people think of IT, they envision networks, computer viruses, servers and decidedly… Read more »