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 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...
Why brands need to take ASMR more seriously
A little bit of data on the latest trends can help brands create strategies to connect to consumers in new ways – but pay attention to the...
Content development tips for Account Based Marketing
Create personas for each buyer tier and build content for them, but don't forget to personalize your website for target...
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....