Applying the 80/20 Rule for Content Marketing

Look at most B2B high growth tech companies and they’ve missed the entire concept of creating TOFU (Top of the Funnel) content. They think that promoting their sexy brand is what potential customers want to see. Without a compelling reason or context, this content goes unnoticed and if you look more closely, never gets acknowledged or shared (except by their own employees). This results in about 80% of content produced about themselves and 20% about their customers. For inbound, it should be the opposite and the 80% should include content about customer problems — not about how your brand solved them.

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The Essential Go-to-Market Plan for Startups

You’ve raised your first round of angel or institutional funding and you’re finding product market fit. You’re acquiring customers through outbound tactics but this doesn’t scale. Most startups don’t invest in their marketing infrastructure and can’t reach their next investment hurdle. What do you invest in and how much is necessary at this early stage?

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