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Content Marketing Column

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Be a clown, advertiser

Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful...

Peter Minnium | Jul 29, 2019 at 11:16 am ET
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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...

John Steinert | Jul 24, 2019 at 12:45 pm ET
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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...

Jessica Fewless | Jun 5, 2019 at 1:03 pm ET

 

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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...

Rachel Benner and Hannah Post | May 13, 2019 at 8:00 am ET
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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...

Peter Minnium | Apr 25, 2019 at 11:55 am ET
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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...

Inbal Lavi | Apr 18, 2019 at 2:05 pm ET
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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...

Jason Ocker | Apr 11, 2019 at 2:41 pm ET
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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...

Tony Chen | Apr 1, 2019 at 3:30 pm ET
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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...

Natasha Humphrey | Mar 29, 2019 at 11:27 am ET
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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....

Domenica D'Ottavio | Mar 20, 2019 at 8:00 am ET
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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...

Peter Minnium | Mar 19, 2019 at 9:17 am ET
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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....

Peter Isaacson | Mar 12, 2019 at 8:00 am ET
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B2B marketers should quit treating millennials like previous generations

It's time to catch up with B2C players and speak their...

Keith Richey | Mar 11, 2019 at 8:00 am ET
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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...

Casey Wuestefeld | Feb 5, 2019 at 8:35 am ET
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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...

Allen Martinez | Jan 23, 2019 at 8:00 am ET
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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...

Jason Ocker | Jan 11, 2019 at 3:20 pm ET
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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...

Ben Jacobson | Jan 9, 2019 at 8:05 am ET
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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...

Rick Jones | Jan 2, 2019 at 8:13 am ET
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Build more emotionally engaging experiences with a personalized data strategy

Here are three audience management strategies marketers can use to supply new and captivating...

Rakhi Patel | Dec 28, 2018 at 8:10 am ET
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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...

Keith Richey | Dec 24, 2018 at 10:20 am ET
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