Insights for Content Marketing


You’re a busy person. You’re running around, supporting the business, getting things done, making sure campaigns happen, and working diligently to accomplish your aims. You have a dozen irons in the fire at any time…and content marketing is a big piece of your job.


But it’s hard to do it well


According to the Content Marketing Institute, only 30% of B2B organizations say that they’re effective at content marketing.

Why is that?


Content marketing is different


With content marketing, you’re changing the way you’re perceived in the marketplace. You’re building awareness and consideration. You’re supplying a regular stream of content and collateral that’s intended to shift the conversation, build credibility, and ensure a long pipeline of continued success. It’s a long term process with dozens or hundreds of inputs that needs careful tuning and tweaking for best results.

But for continued success, you have to understand what’s working, what’s not working, and where your competitors are going. You need the big picture to optimize your results.


We’re here to give you insight


Some of our clients use us for strategic insight. We work to examine a part of their content marketing efforts so that knowledge informs strategy and efforts are aimed at results.

Our strategy work is confidential, but we can give you a sense of what we’ve done.


  • Product audit and planning – for one client, we reviewed all their existing content for a single product line. We uncovered 84 pieces of collateral and content, 78% of which were obsolete. We worked with them to remove the clutter, identify content gaps and fill the sales funnel with appropriate content. After our work, Sales increased by 10%.
  • Competitive assessment – for another client, we analyzing the marketing for six competitors. We were able to help our client target gaps in competitor marketing, avoid “me-too” claims, and focus their budgets and teams on low-hanging fruit. After this project, sales satisfaction increased dramatically.

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  • Brian excelled consulting on our recent product launch. He internalized our strategy and tactics, executed essential launch deliverables with minimal input, managed additional contractors, provided unexpected improvements, and achieved everything before the deadline. I will use Brian again and I recommend him for your marketing consulting projects.

    Kim McMahon, Partner Marketing, NetApp
  • I was lucky enough to work with Brian on many projects and he approached them all with the same attitude of enthusiasm and detail. A great team player and superb execution.

    Iain Davie, Regional Alliances Manager, VMware
  • I found Brian’s mix of skills to be a rare combination in marketing. He understands what the field and sales people are looking for from marketing, he has a strong grasp of the underlying technology, and he has the marketing sense to put it all together in a package that helps drive the business forward. Plus, he does all of this with a positive and professional attitude that makes him a pleasure to work with on projects.

    Scott Horst, VP of Marketing, Compellent
  • His strong technical focus, combined with attention to detail and an easy communication style really made him a strong asset to support a sales organization. Brian conducts himself professionally with the highest of integrity and remains calm under pressure.

    Ciara Lyons, Manager EMC Demand Centre
  • Brian is the ideal person you want to work with: knowledgeable, understands priorities and what is just distraction, customer-focus, how to get things done – the right way, collaborative, understands how to craft a story that will resonate and he brings a wealth of perspective across geographies, technologies and user pains and benefits.

    Greg White, Senior Manager, Product Marketing / Commvault
  • When you need it done, turn to Brian. During the past 3 years working directly with Brian, I’ve watched him plow through numerous complex problems achieving just the right outcome.

    Michael Grant, Marketing Director, Enterprise Storage Marketing / Dell

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