Our latest thoughts on all things content

What's the best time to publish thought leadership?

15 December 2016

At Grist, we wanted to understand when senior executives preferred to read thought leadership content. With the help of the first Value of B2B Thought Leadership Survey this is what we discovered. There’s a phrase for it. It’s called ‘al ... Read more →

Power up: Why B2B surveys are so effective

06 December 2016

Marketers often rule out thought leadership surveys on the assumption that they’re going to be really expensive. They certainly can be if they’re global, pan-sector behemoths, but they don’t need to be – there are leaner, targeted, equally ... Read more →

If there is one thing B2B content marketers mustn’t do, it’s this

29 November 2016

It’s the original sin of B2B content marketing, and according to The Value of B2B Thought Leadership Survey many firms are still guilty of committing it today. Let’s consider the three ‘Ds’ of digital – disruption, democratisation and ... Read more →

The why and how of the content calendar. What every B2B marketer needs to know

23 November 2016

At Grist we believe there are six key editorial tools every marketer should adopt: client personas, content templates, content calendars, article briefs, the editorial style guide and analytics. In this series we have already looked in ... Read more →

Three reasons why your B2B thought leadership fails

11 November 2016

Content marketing should be one of the most effective means for advisers to reach their target audience. But marketing directors are clearly not exploiting this opportunity to its full potential. Our Value of B2B Thought Leadership Survey ... Read more →

Nine lessons in B2B thought leadership [Research]

03 November 2016

We recently surveyed over 200 senior executives at FTSE 350 organisations to better understand how they view and use content marketing. The results of the first Value of B2B Thought Leadership Survey bring good news to those in charge of a ... Read more →

Search is part of the equation but content is the sum of the parts

23 September 2016

B2B marketers, armed with limited budgets and facing a choice between spending the bulk of it on content creation or SEO, are entitled to be a little confused. Using SEO to complement the editorial will maximise ROI. “What time is the ... Read more →

The article brief is an essential B2B content marketing tool. Here’s why.

03 August 2016

In a previous post I encouraged the smart B2B content marketer to think and act like a publisher. In that spirit I introduced six editorial tools. In this post we’re going to look at one of those tools in more detail – the article brief. ... Read more →