Content Marketing Column
Blog posts, white papers and even your Facebook and Twitter presences – these are all examples of content marketing. More and more marketers are finding success in creating relationships with customers through providing them with valuable content aligned with the brand. Find out how to create and distribute compelling content through our expert columns.
Here’s why a disciplined story is so vital to digital transformation success
Content is what makes a digital transformation run, so telling a story across all channels that is clear and consistent is more important than...
HubSpot CEO Brian Halligan reflects on the evolution of inbound marketing
Although the concepts of inbound theory are no longer revolutionary, it's still possible to move the needle on returns with the right kind of...
10 trends in digital content for 2019: Management is vital to success
Technology will transform managing and optimizing content archives from an overwhelming chore to a lucrative discovery and...
Build more emotionally engaging experiences with a personalized data strategy
Here are three audience management strategies marketers can use to supply new and captivating...
3 inspiring campaigns that remind brands to be human during the holidays
Campaigns from Europe should inspire marketers everywhere to tell more empathetic stories during this season and in seasons to...
Data ownership is shifting so enterprises are stepping up their tech game
Prepare for a significantly intensified focus on data quality, governance, analysis and risk management in...
How marketing and sales alignment can better drive the buyer journey
Move beyond a siloed approach to marketing to improve the return on investment while evolving your...
Why content marketers don’t want instant gratification
When marketers set realistic expectations, they’re in a better spot to succeed long term....
5 predictions for B2B marketing in 2019
Connected data will be king and ABM will take over as a core platform but the tired old persona-based advertising will die in the coming...
Measuring return on content: It’s simpler (and more important) than you think
Here are some steps you can take to avoid the consequences of neglecting attribution in the...
Breaking through with meaningful content marketing in the age of storytelling
A conversation on the state of story-driven content with analyst and author Brian...
CDPs are only scratching the surface of their potential
Instead of solving core challenges, the majority of companies are focused on the application of data rather than serving as an integrated data...
Why the SaaS model is right for programmatic
By charging a simple subscription fee for the programmatic buying platform, cost-efficient buying and scale spending efficiencies...
How to turn negative online reviews into marketing wins
It's tempting to fall into a funk when your business receives a negative review. Here's how to turn things around and benefit from critical...
Target acquired: How to define and use your ideal target market
Don't assume you know who makes up your target audience because you could be wrong. Here's a look at how to identify a target market and create...
How to find good writers and other content marketing struggles
You get what you pay for when it comes to copywriters says contributor Jessica Foster. Here's a look at how to hire good copywriters to help...
8 ways to use content to skyrocket user engagement
Contributor Kristopher Jones speculates that user engagement impacts search engine rankings and shares 8 tips you can use to make your content...
Content manager checklist: 10 things to do before you hit publish
Contributor Megan Krause lists 10 content and SEO-related points a content manager should check before publishing a piece of...
Planning to make a video ad or other video asset? 3 things to consider
Before you start shooting video, or even writing a script, contributor Jacob Baadsgaard recommends you ask yourself these key questions...
Be careful what content you cut from your site
Contributor Janet Driscoll Miller helps you determine how to make your website lean and mean without eliminating big traffic...