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Content is a product.

Content is a product.

A company can sell software and make content people choose to use. Both deserve to be managed as products.

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
It's 2025... do you really know who your customers are?

It's 2025... do you really know who your customers are?

How the commodified data trap fools B2B marketers into believing they know everything.

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
More than (key)words: A better approach content strategy for 2025 and beyond

More than (key)words: A better approach content strategy for 2025 and beyond

Because the first step of B2B buying isn't a Google search

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
Pop quiz: Can your CFO and board pass the marketing marshmallow test?

Pop quiz: Can your CFO and board pass the marketing marshmallow test?

Betteridge's law say "no"

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
What you don’t know about attention might hurt your marketing strategy

What you don’t know about attention might hurt your marketing strategy

Mindshare is NOT a buzzword, OK?

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
From brand to demand: New-ish rules for the next era of B2B marketing

From brand to demand: New-ish rules for the next era of B2B marketing

This milkshake will bring all the boys to the yard

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
25 content marketing lessons for 2025

25 content marketing lessons for 2025

The anti-playbook reality check is in effect

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
Your content has a big fat grammar problem (yes, yours)

Your content has a big fat grammar problem (yes, yours)

Who gives a f*ck about an oxford comma?

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
🥶 Brace yourself. The 2025 trends reports are coming.

🥶 Brace yourself. The 2025 trends reports are coming.

Words of wisdom from the future.

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
The Razor in the Apple — a B2B Halloween story

The Razor in the Apple — a B2B Halloween story

BONUS STORY: Ronnie goes back to Hollywood

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
The vital yet tragically forgotten context behind "content is king"

The vital yet tragically forgotten context behind "content is king"

It's time to "think like a broadcaster"

Ronnie Higgins
Ronnie Higgins
Marketing Under The InfluenceMarketing Under The Influence
The greatest misconception in content marketing (Ronnie's version)

The greatest misconception in content marketing (Ronnie's version)

...or why B2B marketers need to step outside the echo chamber more often.

Ronnie Higgins
Ronnie Higgins
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