Tommy Landry

With over 30 years of experience in marketing and business strategy, I write and speak about how search and AI are changing the way companies build visibility and make decisions. My background spans SEO, Answer Engine Optimization, Generative Engine Optimization, and digital advertising, and my work now also covers AI Workflow Governance inside the business. Through that lens, I focus on how companies can bring more structure to AI use, strengthen how they show up across search and AI platforms, and avoid letting speed outrun judgment.

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper

Since I have been unable to generate any new content for two weeks due to a personal situation that has taken up nearly all of my attention, I share with you another fine post by my friend and colleague Julie Hunt. The following post originally appeared on Highly Competitive just last month.

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For the past several years, multiple studies by different research firms have been conducted to evaluate the most sought-out and influential content for B2B technology customers during decision-making buying cycles, and every time, in every study, the #1 preferred content is the White Paper.

The white paper is the #1 most influential piece of collateral that technology purchasers consult when making or influencing a buying decision for their company, according to a recent survey by Eccolo Media

However, many B2B software vendors still are missing the boat with their use of white papers and have not employed them in ways to engage potential buyers, let alone convert them to customers.

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper Read More »

Public Relations: How It Works In A Social World

This week, let’s take a moment to look at PR / Public Relations for a moment. PR has long been a primary way by which companies of all sizes influence public opinion, build brand awareness and familiarity, and create general goodwill toward a brand.

With the latest social media tools and networking capabilities, there has been a great deal of debate about how PR is changing. Some speculate that the discipline is due to become obsolete, others advocate a revamped approach, and still others merely see today’s PR environment as a small offshoot of how we have always done it.

Public Relations: How It Works In A Social World Read More »

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