The Eloquent Approach to Content Marketing
Our integrated content marketing methodology At Eloquent, we’ve developed a comprehensive approach to content marketing by combining critical insights about how people actually make buying decisions. Video builds trust in an AI world. Emotions fuel B2B decisions. Buyer journeys follow unpredictable paths. Different stakeholders require tailored content. Strategic amplification makes content visible. Your experts provide […]
Are You Focused On Content Volume or Content Value?
The content volume trap Content volume is seductive. It’s easy to measure, provides a sense of accomplishment, and creates visible activity that leadership can recognise. “Look at all the content we’re creating!” Yet volume-focused content operations often lead to predictable challenges: Resources spread too thinly across too many pieces Diminishing returns as quality suffers Creator […]
Client Success Stories Are Your Most Powerful (and Underused) Content
The content performance winner hiding in plain sight I spent last month conducting a detailed content analysis across 15 of our clients’ digital properties. The results were both striking and expected. Across every industry—legal, accounting, IT, construction, healthcare, aged care, NDIS—one content type consistently outperformed everything else by margins that weren’t even close: Client success […]
Your People Are Your Best Marketing Asset
The 40,000-view wake-up call I was reviewing analytics with a construction firm last week when something caught my eye. A simple two-minute video of their senior project manager explaining a complex foundation challenge had racked up over 40,000 views on LinkedIn. It was well-produced but straightforward—just their expert on site, speaking directly to camera about […]
The Emotional Side of B2B Decisions (That Nobody Talks About)
The myth of the rational business buyer I asked a room full of B2B marketers a question last week that made them visibly uncomfortable. “What emotions are driving your buyers’ decisions?” One person finally ventured, “Our clients are making data-driven decisions based on ROI and technical specifications.” Everyone nodded in agreement. And they were all […]
Great Content Nobody Sees Is a Waste of Your Budget
The invisible masterpiece I remember the exact moment. We were conducting a content audit for an organisation when I spotted something that made me physically wince. “This thought leadership report—the one your team spent six weeks creating—how many downloads has it had?” The project manager checked the analytics. “Nine.” Nine downloads. For a $15,000 investment. […]
Are You Creating Content for Everyone at the Decision Table?
The invisible decision-makers I heard something interesting during a client workshop last month. “We know our buyer perfectly,” the GM declared confidently. “Mid-level IT manager, technical background, 35-45, concerned about system integration.” The marketing director cleared her throat: “Except the IT manager never signs off on the purchase,” she said. “They champion it, but the […]
The Buyer Journey Isn’t a Straight Line (And What That Means for Your Content)
The myth of the linear buyer journey I’ve got a question for you. When was the last time you made a significant purchase by moving neatly from awareness to consideration to decision? Never, right? Yet this is exactly how most marketing teams structure their content—as if prospects follow a predictable, linear path that ends with […]
Why Trust Matters More Than Ever in the Age of AI
The trust gap is widening I sat across from the managing partner of a national accounting firm last month. He pushed their freshly printed brochures across the table with a resigned sigh. “Our competitors are churning out more and more content every day using AI. How are potential clients supposed to know we’re the real […]
Your Content Marketing Strategy Needs a “Content Playground”
Why Your Content Marketing Strategy Needs a “Content Playground” in 2025 Have you noticed your carefully crafted marketing funnel isn’t delivering the results it once did? There’s a reason for that. The days of visualising a buyer journey of a neat, linear journey from awareness to decision have gone the way of the fax machine. […]