All posts by Doug Kessler

The vast majority of B2B brands assume their prospects are rational ‘buy-bots’. They’re not. So you need an emotional core too.

Apple was a laggard in content marketing. Then they leaned in… and crushed it.

We all have days when we just don’t want to do… anything. What if they’re actually okay?

As content marketing becomes industrialized we risk losing something important. Here’s a plea to remember our roots.

Maybe we all should stop focusing on the reasons people should buy from us. And start focusing on why they shouldn’t.

Marketing isn’t just a magnet. It’s a filter too. And sometimes it’s used to filter out people like… me.

Just because your product does lots of things doesn’t mean you should talk about lots of things. Think narrow.

This started out as an apology. I wanted to say sorry to the many clients and colleagues I’ve annoyed over the years because of my indecisiveness. I do sympathize. I know it pisses you off….

What happens when you let a bunch of digital designers loose on an old Stephenson Blake printing press and a bunch of wood type?

Too many B2B marketing teams are locked out of their websites. This really shouldn’t still be happening.

This is about the most powerful but least understood force in B2B marketing. It’s about untapped potential that every brand can tap… but very few do. And it’s far from a secret. We’ve all seen…

Vertical content often out-performs generic, horizontal content—by a lot. Here’s what you need to know.