IDEAS
The Point
VERDINO ON CONTENT, COMMUNICATIONS & B2B BRANDS
Google’s E-E-A-T Update and ChatGPT: Food for Thought
OpenAI had barely made the research edition of ChatGPT available to the public when marketers and media pundits began predicting that the generative AI wordsmith would (well) eat Google’s search business for breakfast. Now, with an “Extra E” update to its own E-A-T quality rater guidelines, Google bites back. We’re
ChatGPT: What Every Content Marketer Needs to Know Now
The odds are that you’ve seen the buzz about ChatGPT, a large language model trained by OpenAI to generate human-like text based on the input it receives. It’s a variant of GPT-3 (Generative Pretrained Transformer 3), the machine learning model that’s considered to be one of the most advanced technologies
What B2B Marketers Should Do About Elon Musk’s Twitter, Right Now
This article contains recommendations that we stand by, as of 3pm ET on Friday, November 11. But the situation with Twitter is changing by the day. We’ll be refreshing this content as new developments cause us to rethink how marketers should move forward. Twitter is pretty important to
Micromarketing Is the Ultimate ABM Strategy: Greg’s #B2BMX Keynote
Last week I had the pleasure of keynoting B2B Marketing Exchange: Next-Level ABM — the first edition of the popular B2BMX conference to focus specifically on best practices in account-based marketing. And the first to go entirely virtual in light of the pandemic. This keynote was a bit different from my typical talk.
Why Every B2B Technology Company Needs a Content Marketing Strategy
If you’re a B2B technology company, you know that content is important. But do you know why having a documented content marketing strategy is just as important? A written content marketing strategy can provide a number of key benefits for your company. These include helping you market, sell, create thought
Eight Ways B2B Marketers Can Reinvest their Trade Show Budget Amidst COVID-19 Cancellations
COVID-19 (coronavirus) is both a healthcare crisis and a catalyst for economic uncertainty — a one-two punch that has taken aim at the trade show sector as major event organizers pull the plug on their in-person conferences in light of a growing number of attendees being unwilling or unable to
A Simple Way to Clean Up Messy Content
If your company has been creating content for any length of time, you’re probably sitting on a mountain of messy content — content that lacks consistency, content that suffers from ROT, even content that confuses your customers. And even if you’re brand new to content, you might be struggling with
Content Is the Only Thing Your Company Has Left
Seth Godin once said, “Content marketing is the only marketing left.” But this doesn’t mean that marketing is the only content your company creates. In fact, even more than the product or services you sell, content is the main thing your company creates. You read me right — your product or service,
Content Creation is Costly. Content Consumption is Priceless.
Is your content marketing little more than content-making? Then odds are, your content team is acting as producers when they should be thinking like publishers. Too many content initiatives are measured by output. Not enough are measured by outcomes. The unit of creation becomes the unit of measure. Unchecked, this results in
Details & Differentiation
It’s been a double-D kind of week. I’m talking about recent highly public, in-your-face reminders that when it comes to creating content of any kind for any audience, details and differentiation matter. Wait, what did you think I was talking about?
