Star ratings, consumer reviews, online user forums and upstart bloggers – they all shape the way today’s consumers evaluate products and services online. In fact, all types of online user-generated content have redrawn marketing boundaries and shifted the power into the hands of the consumer. Organisations have an important role to play in this dynamic, and the ones that get it right foster loyal customers. A consumers’ online experience is largely based on trust, since there

Today’s modern marketer understands the value of business-to-business (B2B) content marketing; it is the backbone of a successful inbound marketing strategy. According to Forrester’s 2016 B2B Marketing Mix Survey, content marketing is the most popular and most effective marketing tactic for businesses. The Forrester report also highlights the fact that modern B2B marketing isn’t successful without solid content and that means creating content that customers really care about.