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.
Pro Tip: How to develop a content calendar that’s relevant with creative leeway
Using this three-step process to identify your audience and topics, you can quickly and effectively publish content that is relevant to each...
Building top-funnel content to influence bottom-funnel pages (with real example)
Each page on your site should have a purpose, and if you are strategic, your pages can support one another and your overarching business...
Pro Tip: Here’s why content audits are so important
Content management is never a one-and-done process so a revitalization plan is simply good SEO...
Systematically upgrade your existing content: Here’s how (and when) to do it
Leverage your current SEO after an analytics review to see what types of search queries generate impressions and...
Pro Tip: Manage writers the way they want to be managed – with structure
Be clear with writers fueling your content marketing strategy about each step of your content development, review and approval...
Is ‘digital empathy’ an oxymoron?
Empathy can be good business, but only when companies proactively apply...
How dopamine fuels the golden rule of content marketing
We can leverage the brain's reward system to engage consumers with value-based...
Are these 5 content marketing myths holding you back?
Although there may include a grain of truth, these myths ultimately stand in the way of content marketing success....
Competitor content analysis: Here’s what you can learn
Understanding your competitors’ content strategies will help you outperform them where it matters most, in the search...
ABM goes mainstream: What have we learned and what’s next?
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals....
What’s the right approach to online marketing for your business?
Don't fall into the trap of the latest marketing hack. Here's a look at a few reliable marketing approaches that get consistent...
How to advertise to an audience with an 8-second attention span
Here are six strategies that will help guide your digital marketing toward the right balance of brevity and information in the new attention...
Finding content marketing opportunities that influence search performance
Start with your existing pages to identify opportunities, which typically involve some form of repurposing, reformatting and...
Be a clown, advertiser
Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful...
5 ways to grow ABM performance by moving beyond your basic persona framework
It's time to think seriously about proactively adding prospective personas and then updating these with real people you're interacting...
10 steps to ABM success (hint: it’s not complicated)
Get started with ABM in phases: launch a pilot then optimize your target account list before pushing your entire marketing team on the ABM...
Here’s why truth in brand storytelling matters
Everlane and The New York Times remind us that a call-to-action has to deliver on the story you’re sharing while Patagonia's commitment to...
We can’t live without digital media, but why would we want to?
In the past, media had no role in our health, transportation or infrastructure but technology has disrupted the boundary between media and...
Window shopping 2.0: How visual search is revolutionizing digital fashion retail
Brands who stand out are paying careful attention to image size and file type along with detailed product descriptions and descriptive...
Learn how to discipline your story to serve your digital transformation
Here are the steps to define, create and protect your story so that it measures up to the same quality as the products and services you...