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Is your content marketing strategy actually undermining your ability to present a consistent message to your customer? A recent post on the Content Standard suggests it does. Author Ted Karczewski says too many B2B organizations take a siloed approach to content marketing, failing to communicate between different business units and thus presenting a fragmented image to the outside world. They’d be better off simply buying ads, he says. We think he has a point.

General Electric continues to experiment with new media. We applaud the company for its new #DroneWeek campaign, which not only tests Periscope, but also shows the potential of drones to change our perspective on the way businesses operate.

It’s time for B2B marketers to get serious about mobile. Marketers may have so far dismissed Snapchat and WhatsApp as being the domain of teenagers, but these platforms have unique value that can’t be overlooked. They are the fastest-growing apps on the Internet; can B2B marketers afford to ignore them? Viber is one mobile platform that’s specifically targeting B2B. With half of all Web traffic now coming from mobile devices, we think more are in the wings.

MarketingProfs has a great infographic that draws comparisons between the way Netflix presents content and the way B2B marketers probably ought to. Our hosts don’t fully agree that the analogy holds, but they do concur that giving customers a way to consume information any way they want and at any time is a desirable goal. Are you tagging your content to make it easy to organize? That’s table stakes.

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio