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.
What a year’s worth of publisher responses can teach you about digital PR
It's important to understand the topics each publisher wants to cover – and then how to pitch that content – to earn the best response....
Content may be king, but context is queen
We have reached a content peak and the context of how we learn about, access and make choices is now nearly as important as the quality of the...
The 30-60-90 day plan for ABM
Starting small, or being very specific in defining what you’re trying to do, can earn some early wins with your ABM program....
B2B marketers should quit treating millennials like previous generations
It's time to catch up with B2C players and speak their...
The growth opportunity DTC brands shouldn’t neglect
Direct to consumer brands should focus their open web spend on formats and strategies that work within the mid-funnel, which means emphasizing...
How to be charismatic: Marketing with charm, heart and personality
Add to your brand's charisma by actively listening to what your customers care about, demonstrate how you add value to them and create stories...
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...