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How to Create a Content Strategy for B2B Nurturing Campaignsby Paul McKeon
If you are like many B2B marketers, you have great content-delivery tools--in the form of marketing-automation or campaign-management software--but a short supply of effective content to push to the market. Here's how to create content for the four stages of the buying cycle. more
A 10-Question Lead-Generation Checkup Checklist for Your Websiteby Bob DeStefano
Is your website a lead-generation machine? Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline. Find out your website's lead-generation potential by giving it a lead-generation checkup. more
Five Simple Link-Building Tipsby Oliver Feakins
Link-building services are the most commonly outsourced aspect of SEO. The process involves finding qualified and thematically relevant one-way linking partners who will link to your website. Spammy, automated products seldom cultivate valuable links and tend to do more harm than good. Doing it right means link-building by hand. Here ... more
Is Your Homepage Overwhelming and Underperforming?by Kathryn Roy
Are your website visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate? Websites increasingly appear to assume the latter, but Web-analytics data prove the former. more
Five Ways to Improve Your Landing Pages Right Nowby Anna Talerico
Only about 3% of paid clicks convert, on average. That's a lot of conversions left on the table. Here are five things you can do to turn more of your clicks into customers. more
'Hypey' Copy That Converts, and How to Write Itby Barry Densa
Hypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, is how to differentiate bad hype from good hype. more
Put Crowdsourcing to Work for You: Five Tips for Getting Startedby Kimberly Smith
Some companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called crowdsourcing, and within are some real-world examples and tips for ... more
Nine Email Tactics That Can Put You Out of Businessby Gwen Moran
As the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of ... more
Webinar Essentials: Five Must-Have Ingredients of Successby Kimberly Smith
For cooking up new leads or positioning a company as a thought leader and trusted industry resource, webinars serve as an effective tactic. They create dialog and tempt prospects to get to know you better. In fact, webinars can become a company's best lead-generation tool; now get the scoop on ... more
Endurance Training: Five Brand-Building Exercisesby Kimberly Smith
When the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more
Boost Your Site Traffic (Part 1): 10 SEO Tips for Higher Search Rankby Kimberly Smith
Where can you get the best ROI in online media? The answer is simple: great search engine rankings. Learn what it takes to push your listing to the top of your category with these latest exclusive tips from search and linking strategists. more
Steal This List! 100 Subject Lines (and 7 Tips) That Will Get Your Emails Opened and Clicked onby Kimberly Smith
Even in a social media world, email pulls as the strongest-performing marketing channel. The first step on the path to strong performance, however, is a compelling subject line. Here's what makes for a good subject line, as well as a list of our own 100 subject lines that will both ... more
Honest to Blog: 5 Tips For Developing a Corporate Blogging Policyby Kimberly Smith
The key to a corporate blog's success lies in a company's ability to earn the trust of its readers, and a well thought out blogging policy can provide the necessary foundation. Here are some of the factors any organization should consider in order to give credence to a blog. more
Three Reasons Why Print Collateral Remains Relevantby Elaine Fogel
Digital marketing is hot. And a recent MarketingProfs survey showed that the first items that marketers faced with reduced budgets would cut were print advertising and tradeshows. So, why focus on print collateral at all? Here's a close look at three reasons why print collateral may still be viable and ... more
Five Paid-Search Best-Practicesby Jeannette Kocsis
Most companies should be using paid search as a mandatory component of their marketing. And with search engine marketing spending expected to reach $25 billion by 2012, it's obvious that a good share of marketers understand its potential. But first, understanding best-practices is essential to success. more
Bringing New Color to the Gray World of Whitepapersby Jonathan Kranz
Whitepapers have been with us for a long time. But innovations in printing and distribution--and even in the way we conceive of whitepaper content--have dramatically changed the game. Let's take a look at the ways we can bring color to the whitepaper--and multiply the impact of our efforts. more
Creative Redeemed: How to Achieve Measurable Difference in Online Marketingby Scott Brinker
The power of great creative is that it over-delivers. It exceeds expectations. It signals that you care about and respect your audience--and it affects your brand when you need it most: the formative moment of a prospect's first impression of you. Measure precisely how much of a difference this makes. more
10 Best-Practices for Writing a Whitepaper That Gets Resultsby Steve Hoffman
Whitepapers can be a highly effective tool to establish your credibility, promote a product or service, and get results. Here are the 10 best practices to writing a whitepaper that will get your company noticed. more
Six Keys to Writing a Great Case Studyby Doug Stern
"Case study" is really just another way to say "storytelling." The best ones recognize that we all connect on a primal level with anything that begins with "Once upon a time" and ends with "and they lived happily ever after." So how do you write a case study that shows ... more
What Do Your Marketing Communications Reveal About You?by Becky Carroll
Every touch from every department is marketing. Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs? more
Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOWby Michael Goodman
Effective marketing campaigns don't necessarily require big-company budgets. By being smart in the up-front planning stage, you can maximize the greatest value from your budget, regardless of its size. Here are eight low-cost tools you can use immediately to give your marketing program an instant shot in the ... more
Email Marketing: Top 10 Language Pitfalls and Top 10 Power Words by Karen Talavera
Your email marketing messages should avoid these Top 10 spam filter triggers. Even more importantly, your messages should include the Top 10 most powerful words in direct response to ensure successful delivery, avoid complaints, and improve response. more
How to Get the Web Content You Want From the Employees You Haveby Jonathan Kranz
With the growing significance of the Web as an integral part of the long B2B sales process, companies are more aware of the value of content: meaningful communications material that attracts and holds prospect attention. But... where will that content come from? It can (and should) come from you and your ... more
The Top 5 Reasons Subscribers Opt Out of Email (and What to Do About It)by Tom Kulzer
There are plenty of reasons for email marketers to pay attention to their unsubscribes. But if we read a bit between the lines, we might find some value by learning both to reduce the number of unsubscribes from our campaigns and to better engage those who stay with us. more
How to Sell the Experience When Features and Benefits Aren't Enoughby Jonathan Kranz
Suppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train. When a typical approach fails to distinguish your business from the pack, it may be time to take your messages into the heart ... more