Why Most Content Is “Meh” And How To Fix It
How do you create content that performs? It's all about implementing an account-based content strategy, says columnist Rachel Balik. She explains what you need to know.
Rachel Balik is a writer and marketer with several years of experience in online publishing, B2B technology and digital communications strategy. In addition to serving as content strategist at Demandbase, she is a freelance journalist and advises startups on core messaging and content.
How do you create content that performs? It's all about implementing an account-based content strategy, says columnist Rachel Balik. She explains what you need to know.
Rachel Balik | Jul 24, 2015 at 10:53 am ETIs ABM all hype or the next big thing? Columnist Rachel Balik takes a look at the elements you need to start building an account-based marketing strategy.
Rachel Balik | Jun 8, 2015 at 12:57 pm ETB2B marketers have long measured the success of their marketing campaigns with metrics like CPM and CTR, but columnist Rachel Balik suggests we need to take a new approach.
Rachel Balik | Apr 3, 2015 at 9:32 am ETColumnist Rachel Balik notes that while the marketing technology landscape is broader than ever, many marketers are still struggling to utilize these technologies in a useful way.
Rachel Balik | Feb 6, 2015 at 9:30 am ETPervasive misconceptions about display advertising have caused business-to-business (B2B) organizations to question its value. Here, columnist Rachel Balik addresses and dispels some of the common myths surrounding display ads.
Rachel Balik | Jan 9, 2015 at 10:02 am ETAs 2014 draws to a close, many of us are trying to both take stock of the year behind us and get ready for the one ahead. There’s a lot of advice out there about what you should be doing; but if you’re secretly thinking, “Sounds nice, but I’ll add that to my list when […]
Rachel Balik | Dec 12, 2014 at 10:15 am ETMuch of the B2B sales cycle occurs before the prospect even contacts you. Contributor Rachel Balik discusses how we can nurture leads during this critical time.
Rachel Balik | Nov 14, 2014 at 10:24 am ETColumnist Rachel Balik examines the sometimes tenuous relationship between Marketing and Sales. Can't we all just get along?
Rachel Balik | Oct 17, 2014 at 10:30 am ETWhat data do you use to measure B2B marketing success? It's not about clicks and impressions. Learn what counts from Columnist Rachel Balik.
Rachel Balik | Sep 22, 2014 at 9:00 am ETColumnist Rachel Balik shares a step-by-step plan to successfully deploy personalized content on your company's web site.
Rachel Balik | Aug 25, 2014 at 11:00 am ETAlthough it’s almost universally agreed upon that content marketing is necessary, no one can seem to agree on the right metrics to measure its success. The majority of marketers seem to fall into one of two equally flawed camps. The first is the “we’ve heard content marketing is good so we’ll do a lot and call […]
Rachel Balik | Jul 25, 2014 at 9:50 am ETB2B companies have been loosening their figurative ties in the past few years, and most everybody is breathing a sigh of relief. But for content marketers, it’s a double-edged sword. On one hand, it’s great news that we no longer need to fill our blog posts with meaningless jargon and clunky technical terms. On the […]
Rachel Balik | Jun 27, 2014 at 10:00 am ETI was at a conference last week where Adobe VP Marketing Insights & Operations David Welch was asked to sum up the future of marketing in six words. His response: “Creative thrills, but data pays bills.” As a writer, I had to respect his ability to turn a phrase. But I also felt a twinge of remorse. […]
Rachel Balik | May 30, 2014 at 9:07 am ET