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  • Tradeshow Branding Do's and Don'ts: How to Maximize ROI and Results at Industry Events
    Whether you're a budget-challenged startup or a corporate marketer headed to a tradeshow for the first time, it can be daunting to prepare your company's branding for an appearance at a major industry event. These do's and don'ts will help you achieve great results.
  • Five Buzzworthy SEO Trends for 2019
    You knew this article was coming: the hottest SEO trends for the year ahead. Some of these trends you've already seen this year, and some are new, but we can definitely expect to see more of all of them in 2019. Check them out to prepare your SEO efforts for next year.
  • Four Steps to Ensure Your Email Campaigns Work
    A common fallacy regarding email programs is that once you set them up, they are self-sustaining. That couldn't be farther from the truth. Make sure your email campaigns actually work as you'd like them to. Take these four steps.
  • How to Heat Up Marketing Impact With Data-Driven Personas
    When you're smarter about your audience's needs and behaviors, you can meet those needs more effectively. That's where a data-driven approach to personas can make all the difference. Go beyond the limits of traditional marketing personas.
  • Holiday Email Done Right Is Huge for the Bottom Line: Five Tips for Doing It Right
    With retailers and marketers ramping up their email volume at the same time during the holidays, you're competing for your customers' attention and the resources of the ISPs delivering your mail. To get your emails opened and to maximize conversions, use these five tactics.
  • What Sender Reputation Means for Your Email Marketing (Hint: A Lot!)
    Much is made of email content or design—and rightfully so—but sender reputation holds plenty of power over whether or not your email reaches its expected destination. To improve email deliverability, explore a few steps you can take to enhance your sender reputation.
  • Six Neuroscience Principles to Supercharge Your Marketing Campaigns
    Marketers and brands can benefit from a deeper understanding into how the brain drives human behavior and how emotions influence the body. Use these six neuroscience principles to supercharge your marketing and advertising campaigns.
  • New and Exciting Ways Brands Are Using AI on Social Media
    Some brands are already using artificial intelligence to engage their audiences on social media and gain an edge on their competition. See how you can start using AI and stay ahead of the curve.
  • How to Use YouTube Videos to Improve Your Google Ranking
    Getting a blog post to rank in Google has become difficult. But for certain types of searches, quality videos are rising above quality blog posts in search results. And therein lies your opportunity. Here is how you can start optimizing your YouTube videos to rank on Google.
  • 10 Steps to Set Up Your ABM Program, and 10 Mistakes to Avoid
    Close alignment and cooperation between Sales and Marketing is key to a successful account-based marketing program. Here's how you can set up your ABM program for success and avoid common mistakes.
  • Five Tips for Retailers to Win at Marketing in a Booming Economy
    Consumers are in a spending mood, and retailers should be paying attention. By planning ahead, brands can encourage purchases now and also set themselves up for more business in the long run.
  • How to Use Your Marketing Analytics Smartly
    Knowing how to collect, read, and use your analytics can mean better customers and higher retention rates. Here are four key steps to put your analytics to work for you.
  • How Marketers Can Generate Their Own First-Party Intent Data
    Third-party customer-intent data is helpful, but the best way to ensure you have the most accurate, useful intent data is to collect website-visitor data yourself. Here's how to do that.
  • 13 Common Email Marketing Mistakes to Avoid
    Email marketing is an indispensable channel for any successful content strategy. But how can you make sure email marketing campaigns are effective? Avoid making these 13 common mistakes.
  • What's Your Post-Tradeshow Plan? Six Tips for a Successful Follow-Up Campaign
    Few of us would argue against the benefits of exhibiting at a tradeshow, where we can possibly reach hundreds, maybe thousands, of leads. But many of us focus so much on lead capture that we forget about a follow-up plan for nurturing leads into customers. These six tip should help.
  • 10 Demand-Gen Campaign 'Gotchas' to Overcome for Flawless Marketing Automation Execution
    When making the transition to marketing automation, many B2B organizations find scale to be the biggest issue they face. Here are 10 obstacles that pop up when planning and executing campaigns with marketing automation.
  • Six Things Stalling Your Account-Based Marketing Strategy, and How to Fix Them
    Account-based marketing isn't new, but many marketers still run into issues with implementation and performance. Here are six common ABM problems--and their solutions.
  • Four Considerations Before Investing in AI for Marketing
    Artificial intelligence can seem like a magical marketing solution. But beware: Investing in AI too quickly can backfire. Here's how to know if your brand is ready for AI.
  • Five Tips to Ace This Holiday Season With Search Ads
    The 2018 holiday season retail outlook is optimistic. Consumers want to spend on personal items and gifts, and advertisers want to make the most of the red-hot market. Use these tips and tricks to attract consumers and totally ace the holiday season.
  • Six Tips to Ensure Your B2B Content Marketing Efforts Are Not Wasted
    Having a content strategy in place is important, but it's not the only step to content success. Here are six considerations to ensure that your content marketing efforts are not being wasted.
  • Attributing Conversions to Campaigns: What Can Attribution Do for Your Marketing?
    Marketers struggle to attribute their campaigns to conversions. But the need to prove ROI is going to get only greater as marketing teams look for additional budget to spread across the many channels they wish to market on.
  • Why and How You Should Use Instagram's IGTV to Improve Your Social Media Video Strategy
    Instagram's IGTV could be exactly what your marketing needs to take your social media video strategy to the next level. Here are 7 tips to help marketers use IGTV.
  • Five Email Deliverability Myths Debunked
    Increasing email engagement is marketers' top priority and challenge, but email deliverability issues can undermine engagement. Unsubscribe from these 5 email myths to increase email deliverability.
  • Seven Ways to Catapult Conversion for Mobile
    Put your mobile shopping site or app to the test by re-examining these seven elements, and make it easy for customers to buy from you.
  • Are Cognitive Biases Causing You to Make Bad Marketing Decisions?
    Cognitive biases--thought traps--are the enemy of rational decisions. But rational decisions based on data are vital for marketing and business success. Avoid these common cognitive biases.
  • Three Less-Popular Content Marketing Tactics That Still Generate Traffic, Links, and Social Shares
    This article shares three less-popular content marketing tactics that still work really well to generate traffic, links, and social shares.
  • Lead Management for ABM Is Not What You Think It Is: Six Key Differences
    Your new ABM program will need a new lead management process: The parts may be similar to your current process, but they work differently for ABM.
  • Four Answers to Your Business Questions About Voice Search
    These are commonly asked questions (and their answers) about voice search, which is top of mind with marketers and businesses because so many searches are being conducted across Siri, Alexa, Google Home, and Cortana.
  • A Guide to Using Video in Your Sales Prospecting
    Sales emails are often easily overlooked, but adding video to your emails can give your company the competitive edge. Here's a guide on how to do that and which tools can help.
  • Frenemies: The Battle of Rival Brand Fans on Social Media
    The assumption is that negative comments of rival fans hurt the involved brands--at least on the social media channels on which those comments and interactions take place. But is that really the case?
  • Six Ways to Increase Revenue With Email Personalization
    Increase your email program's ROI by knowing your who customers are and what content they want to see. Use these six methods to personalize your emails beyond the basics.
  • How to Create a Video Marketing Strategy
    Before investing time and money into video marketing, make sure you have a strategy that aligns with your business goals.
  • Eight Growth-Marketing Lessons From WeWork's Rapid Rise (And Its Imminent Global Domination)
    WeWork started as a local coworking space, but it quickly grew to become a global force in other industries. What makes WeWork's growth so impressive compared with competitors', and what can its story teach you about how to grow your brand?
  • How Your Business Can Win at Voice Search
    Want to future-proof your business for search—and more? Make sure you provide relevant, contextual answers to consumers' voice searches. Here's how.
  • Five Ways to Use Video in Your Hiring Process
    Video is useful for more than just your marketing. Imagine using videos to make your hiring and onboarding processes more efficient. Here's how a video content management system can help you do that.
  • Are Your Value Propositions Working?
    Great deal! Buy now!! But why should people buy from your brand over the competition? That's where your value proposition comes in. Here are five steps to test whether your value prop is helping you succeed—or fail.
  • How to Use an Agile Marketing Strategy to Improve Your Marketing Campaigns
    As a marketer, you've likely asked yourself or your team how you can best deliver value to your customers. Adopting an Agile marketing strategy might well be the best answer to that question.
  • How to Use Voice of the Customer in B2B to Improve CX and Increase Engagement
    Companies rarely seek direct input at high volumes about purchasing behavior and experiences from the people who know it best: current, happy customers and former, not-so-happy customers. But why oh why?! Nobody knows more about the value or broken promises of products or services than the people who buy them. Here's your very own Voice of the Customer starter kit. Open it up!
  • Four Tips for Gutsy Branding: How to Make Your Business Stand Out
    What makes one brand succeed over other brands that sell the same or similar products? Gutsy brands make themselves stand out in ways their audiences relate to. Here's how to find and capitalize on your brand's gutsy qualities.
  • Four Ways Design Can Help You Market to Women
    Design concepts can enhance your market research, and your marketing itself, helping you to communicate in your audience's language. That's especially the case when marketing to young women, but these four approaches can apply to any campaign.
  • How to Use Product-Market Fit to Drive Business Growth
    The term "product-market fit" may not be familiar to some marketers, but it's fundamental to business growth. Here are five areas marketers should focus on to make sure their brand has the right product-market fit.
  • Your Three-Step Approach to Account-Based Marketing Success
    ABM is not a new strategy by any means, but more and more B2B marketers are embracing it, in part because they're dissatisfied with their current lead generation programs. But don't get tangled up in the hype; success relies on a careful approach.
  • The Complete Guide to Reddit Marketing
    If you've heard Reddit is a tough place to market, you've heard right—but changes to the platform have made it more marketing-friendly, and it can be one of the most effective social platforms for reaching new, relevant audiences.
  • Four Effective Techniques for Working With B2B Influencers
    Working with B2B influencers can help you reach new audiences, and it doesn't have to cost a fortune if you know how to engage with them organically.
  • How to Ensure ABM Success via Organizational Structure
    Many marketing organizations lack the organizational structure to energize and optimize an ABM strategy and program. In some ways, Marketing's traditional org chart may actually hinder ABM success.
  • RIP SlideShare, It Was Good While It Lasted
    Despite its massive fan base, loyal users, and billions of impressions, our beloved SlideShare has succumbed. A once-powerful channel is all but dead, and here's why.
  • Five Guest-Posting Mistakes to Avoid If You Want to Get Published
    Editors are the guest-article gatekeepers at your audience's favorite online publications. If guest posting is part of your content marketing strategy, take a look at what they have to say about guest-article mistakes.
  • Three Ways to Reach Customers With Personalized Content: Data, Emotion, and Metrics
    Creating personalized content that communicates value is the key to reaching customers in today's complex marketing landscape. Here are three things you need to know.
  • Eight Ways to Reduce Search Ad CPA and Boost Conversions
    Paid search ad campaigns can be the fastest way to generate leads. The challenge, however, is to ensure healthy cost per acquisition (CPA). Here are eight techniques you can use to boost conversions while reducing CPA.
  • How Data Can Lead You Astray: Six Costly Mistakes
    We have more data than ever before. And more data means better decisions, right? Not always, because numerical mirages can lead us astray. Here are six ways stats can let us down.
  • Marketers Know AI Is the Future, But Do They Understand AI Today?
    AI is a powerful technology that can help you create relevant marketing campaigns that bring results—or irrelevant campaigns that waste your money and your customers' patience. Let's go over what AI is and isn't, and what it can and can't do.
  • Your Marketing Data Isn't Just for Insights: It's Worth Much More Than That
    Your data is more valuable than you may know. These three strategies will help you maximize the value of your data and use it to achieve marketing and business objectives.
  • The No-BS Formula for Customer Service That Doubles as Marketing
    Your customer service team is either helping you retain customers... or it's helping you lose them. By overcoming these three challenges of customer service, you can give your customers better experiences and outshine competitors.
  • Content Marketing and Native Advertising: A Match Made in Marketing Heaven
    Content marketing and native advertising each have their own benefits. But when used together, the whole is greater than the sum of its parts. Read on for tips to help you drive even more leads.
  • The New Branding: Five Tips for Creating Shareable Brand Experiences
    Today, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences.
  • Tasty Naming Lessons Delivered to You by Meal Kit Companies
    Meal kit companies can teach you more than just how to cook. This analysis of the names of the brands in that industry provides insight into creating memorable and evocative brand and product names.
  • Are You a Marketing Standout or Strikeout? Nine Tips to Help You Stand Out
    These nine actionable tips will help you assess your networking and interviewing skills so you can land the marketing job you want.
  • Seven Key Traits of Desirable Marketing Talent
    Marketers need go beyond learning skills if they want to get a job. They should increase creativity, resiliency, and other characteristics—and employers should assess those types of traits when hiring.
  • How to Measure the ROI of Your B2B Content Marketing Campaigns
    This guide includes costs to consider, metrics to monitor, and formulas to use so you can determine whether your content marketing campaigns are producing the ROI you want.
  • How to Get Sales Prospects to Care About Your Marketing Content
    Creating content is a waste of time if your target audience isn't consuming it. Here are three steps to creating content that prospects will care about.
  • From Data to Actionable Intelligence: How Not to Sabotage Good Data With Bad Reporting
    You have data, but that doesn't mean you have actionable intelligence. Knowing how to report on that data is what helps you tell the stories you want to share. And the process might be simpler—and more enjoyable—than you think.
  • How to Identify Offline B2B Influencers by Using Online and Offline Methods
    B2B influencer marketing can be tricky because B2B influencers may not have a big online presence. Here's how you can find offline influencers so you can combine online and offline efforts to improve results throughout the sales process.
  • The Secret to ABM Success: How to Use Private Investigator Skills to Build a Winning Program
    Pull out your magnifying glass and read on to learn how to dig up clues about accounts and create a winning ABM program.
  • How to Spot Authentic (and Fake) Instagram Influencers
    Can you spot a real from a fake? Here are some tips to determine whether the Instagram influencers you work with are as influential as they claim.
  • How to Launch Your First Employee Advocacy Program, and Why You Should
    Want to increase your social presence while also boosting employee engagement? Here are 10 steps to launching a successful employee advocacy program.
  • The 5Ws (and 1H) of Marketing Success: Adapting Messaging Strategy on the Fly
    To reach more customers at the right time in the right channels, marketers need to adapt messages for the different niche mediums and channels customers use during key parts of the customer journey.
  • Creating Weekly SEO Reports Doesn't Have to Suck
    Whether you create SEO reports internally or for clients, creating the right template and reporting on the most vital data will make your job easier and help you prove ROI.
  • 10 Steps Marketers Can Take to Prepare for 'California's GDPR'
    Phew—you survived GDPR! Time to relax and... wait, what? The California Consumer Privacy Act was recently passed? Here's how marketers can get ahead of the competition by preparing for the new legislation that goes into effect in 2020.
  • Relationship Marketing and GDPR: Avoiding the Traps of Personalization Data and Targeting Tech
    If your data practices are GDPR-compliant, you don't have to worry, right? But marketing technologies and techniques that use consumer data for targeting and personalization can still put you in a bind.
  • Five Content-Led Marketing Campaigns That Drive Results
    Promoting too many sales and discounts can devalue your brand and hurt your bottom line in the long run. Instead, use content to build audience engagement, boost your brand, and increase ROI.
  • Is Your Content Strategy Heading in the Right Direction? Four-Steps to Make Sure It Does.
    Is your content marketing strategy working as hard as it should be and achieving your goals? Here's how to audit your content to ensure it's moving your customers—and your ROI—in the right direction.
  • How to Craft an Email Newsletter That Gets Marketing Results
    If the all the recent anti-spam legislation has you feeling hesitant about sending emails, fear not. Newsletters are still one of the most effective ways to reach your B2B audience. Here are some tips to get excellent results.
  • How to Establish Thought Leadership on Emerging Social Platforms
    Promoting your content on the right platform at the right time can make all the difference in establishing your brand as a thought leader. Here are four steps to help you get there.
  • How to Schedule Your Social Media Updates More Efficiently
    Less time scheduling social posts means more time creating great social content. Here are some tricks for creating an efficient scheduling process and three tools that can help you get your content seen.
  • Four Steps to Developing a Holistic Approach to Measurement
    These four steps will help you make sure your goals are measurable and, most important, revenue-driving.
  • 10 Overlooked B2B Optimization Opportunities to Boost Your Website
    You've been testing CTAs and landing pages, but now what? Here are 10 lesser-known—but highly effective—tactics you can use to increase website conversions.
  • Four Niche-Industry Social Media Marketing Campaigns Done Right
    Looking for some social media marketing inspiration? Go beyond standard posts with these four unique and effective campaigns.
  • The Fearless B2B Marketer's Guide to Auditing Your Marketing Department
    Does the word "audit" give you the chills? Fear not! An audit can help your marketing team run more efficiently and make your marketing efforts more effective. And it can even be a fun process.
  • Sorry, Marketing, You Don't Own Sales Enablement
    Sales enablement is no longer a task limited to the marketing team. When your business takes a more holistic approach to sales enablement, sales teams are more likely to increase win rates and exceed quotas.
  • How to Launch a New Brand: Five Tips for an Unforgettable Debut
    Follow these five steps to create a memorable and effective brand that will help your company stand out from the competition.
  • Are Surveys Dead? Five Ways to Breathe New Life Into Your Customer Research
    Surveys are one of the most important digital touchpoints you can have with customers, eliciting valuable feedback to drive product and company direction. But how can you elicit better response rates?
  • How to Overcome Two of Content Marketing's Toughest Challenges
    Two of the biggest challenges content marketers face are finding enough time and hiring the right talent. Here's how to solve those problems.
  • How to Market Yourself for a Marketing Job
    When you're looking for a marketing job, it helps to get meta and figure out your personal brand. Here are some useful tips to help you find the right position.
  • Go With the (Work)flow: Why You Need Process to Make Your Marketing Programs Run Smoothly
    Tired of last-minute projects and fire drills? Here's how to get your processes in order so you can spend less time planning and more time getting your marketing done.
  • The Future of Link-Building: Linkless Mentions for SEO
    For SEO, mentions of your brand that don't include a link back to your site are becoming just as important as linked mentions. Here are five steps for managing linkless mentions.
  • Five Tips for Marketing a Subscription-Based Business
    A subscription-based business model can be extremely successful—when it's marketed well. Here are some tips for reaching more of your target market, engaging your audience, and controlling churn rates.
  • The Key Ingredient of Marketing Campaign Success: Quality Data
    Just as you need quality ingredients to make a delicious meal, you need quality data to ensure a successful marketing campaign. Here are three tips to make sure your data is fresh—and useful.
  • How to Use Research to Write High-Converting CTAs and Tailor Your Content
    Providing useful content to your audience and selling your product or service to them aren't mutually exclusive tasks. These three tips explain how to use customer research to write compelling CTAs that help you make sales.
  • The Business Podcast Primer: The Right Way to Do What Is So Often Wrong
    Forget the fancy sound effects and music: B2B podcasts need to be informative, useful, and respectful of their listeners' time. Here are 11 tips for how to make your B2B podcast a success.
  • How to Sell on Facebook
    The number of businesses selling via social media is increasing even as you read, especially on the king of all platforms, Facebook. Here's how you can harness Facebook's potential as an online store for your products or services.
  • GDPR Is Already Here: A Simple Marketing Guide for Compliance
    GDPR may seem like a burden, but it helps us marketers think Customer First. Here's how to make sure you not only comply with GDPR's regulatory requirements but also provide customers what they need.
  • Taking Experiential Marketing Beyond Events and the Tradeshow Floor
    Unlike passive forms of marketing, experiential is an active, multidimensional vehicle that connects with customers on a deeper, more emotional level.
  • Four Key Metrics for Evaluating Event Marketing Performance
    ROI is a misleading metric for evaluating event-marketing performance, especially since most B2B events are way more than just selling opportunities. Instead, here are four metrics that truly matter to event marketing.
  • How to Measure Touchpoint Effectiveness: Six Steps to Better Customer Experiences
    Each touchpoint of interaction with your customers creates an opportunity for insight, improvement, and engagement. Here's a six-step process for measuring touchpoint effectiveness and identifying the touchpoints that matter most for a better customer experience.
  • Brand Love Is Bullsh*t... So Now What Do We Do? Five Things.
    The idea of creating a brand that customers will love is, really, something of a fairy tale. But we're big kids now, so let's put the fairy tales aside, roll up our sleeves, and get to work.
  • How to Tap Into Hidden Marketing Spend to Fuel Growth: Optimizing CPE
    Marketers managing consumer promotions and engagement (CPE) efforts often can't easily measure ROI and determine what's working. Here are five tips to make CPE for consumer goods brands more efficient and profitable.
  • Three Tips From Basecamp for Launching and Running a Successful Podcast
    The co-producers and co-hosts of Basecamp's Rework podcast offer some practical advice from the podcasting trenches. Keep these three tips in mind when starting and producing your own podcast.
  • Increase Website Traffic Without Improving Search Rank: A Guide to CTR-Testing for Title Tags and Meta Descriptions
    Using conversion rate optimization techniques in clickthrough-rate testing of title tags and meta descriptions can increase Web traffic (without dealing with search rank).
  • Best-Practices and Tips for Integrating Direct Mail Into Email Marketing Campaigns
    There is wisdom in integrating direct mail into email marketing campaigns. Here are tips and best-of-breed guidelines for effectively doing so.
  • GDPR as Opportunity: How to Build Tighter Customer Relationships
    GDPR's new consent standards will compel marketers to do what they need to be doing anyway: get to know and serve their customers better. Here are four ways to transform restrictive processes into strategic customer-relationship opportunities.
  • The Tactics of Marketing Strategy: A Marketer's Guide
    To plan your marketing, you need a marketing strategy. But how do you create that strategy? You need a tactical approach to understanding where you've been, where you are, where you're going (or should be), and what resources are required to get there.
  • Five Ways to Successfully Promote Your Loyalty Rewards Program
    A good rewards program can increase sales, reduce discounts, and grow customer loyalty. Here's how to launch a strong program and encourage customer participation.
  • A Step-by-Step Guide for Using Excel to Disavow Poor-Quality Referring Domains and Boost Your Search Rank
    Backlinks to your site are usually helpful—until they're not and they start to damage your search results. Here's how to disavow damaging backlinks by using Excel and other easily accessible tools.
  • Five Subtle Mistakes That Are Limiting Your Marketing Response Rate
    If your marketing campaigns aren't performing as well as you'd hoped, it may be that they're falling on deaf—or even alienated—ears. Here are five mistakes you need to stop making.
  • Three Paths for Surging Ahead of the Competition
    Market leaders often take one of three paths to beat the competition. See which strategy can work best for your brand.
  • 10 Video Metrics That Will Help You Establish ROI
    Video can make for effective marketing content, but tracking its ROI can be tricky. Here are 10 metrics to monitor to help ensure your video investment is paying off.
  • What Is Dropshipping, and Is It Best for Your Online Retail Business?
    E-commerce businesses have options for shipping: do it yourself, outsource to a fulfillment center, or dropship. Explore the pros and cons of each to find the right option for your company.
  • The B2B Exemption to the Telemarketing Sales Rule
    The FTC's Telemarketing Sales Rule applies to everyone. Yes, there is a specific exemption for B2B calls, but marketers must understand the law and use caution.
  • The Quickest Way to Improve Your Marketing ROI: Upgrade What Your People Do
    Is your team spending too much time on manual tasks, such as cleaning up data? The good news: there are easy-to-implement processes to free up your team and improve your ROI.
  • Contest Marketing: A Powerful Form of Content Marketing
    See why contests are so effective for marketing, and follow these eight steps to create a contest that will help you generate leads, collect valuable data, and give your customers and prospects a great experience.
  • How to Rank at the Top of Google Search Results (Even If You're Not No. 1)
    Even without grabbing the top spot in search engine results pages, you can be at the top. How? "Featured snippets"! Here are the various featured-snippet types, along with step-by-step instructions on how to claim your spot at the top of SERPs.
  • Marketing Technology: Navigating the Shift From All-in-One to Best-of-Breed Solutions
    Selecting the right marketing tech stack can be overwhelming. All-in-one solutions are enticing, but sometimes individual tools that solve specific challenges are more useful. Here are three considerations for choosing your marketing tools.
  • Seven Tips for Using Email to Build Customer Loyalty
    Your email program is vital for turning one-time buyers into loyal customers. Here are some tips to make your emails effective in improving customer retention and encouraging loyalty.
  • Nine Types of Video to Help You Close Sales
    To get the most out of your video investment, here's how to create the right types of video for each stage of the buyer's journey.
  • Six Essential Design Tools for Marketers
    These six online tools can help all types of marketers level-up their graphic-design skills.
  • Five Ways to Make Your Marketing Copy a Whole Lot More Engaging
    Writing better copy isn't difficult, but it does take a reset of how you think about marketing copy. Follow these five steps to find your brand's authentic voice and connect with customers.
  • How to Use Webinars to Build Good Customer Relationships
    Webinars offer a perfect platform to engage and train your B2B customers. See how to make them interactive and offer value to your attendees.
  • Drowning in Social Media Data? Three Ways AI Can Help
    The mounds of social media data available offer a goldmine for marketers, but sorting through all that data can be overwhelming. That's where AI comes in to help you monetize your social data.
  • Integrative Research: The Key to Successful Marketing in the Age of Customer Experience
    Marketers have access to overwhelming amounts of data, but acting on that data can be a challenge. Integrating qualitative and quantitative research can result in information that helps you sell your products and improve customer experience.
  • Purchasing Buyer-Intent Data: A Marketer's Primer
    If you had sonar that could pinpoint great B2B leads for you, you'd use it, right? That's what buyer intent data can do for your lead generation efforts, putting you far ahead of the competition.
  • When Great Content Isn't Enough: Remember Technical SEO If You Want Your Content to Rank
    Content is king, right? Well, not so fast. Technical SEO is vital, too. Follow these tips to make sure your content can be easily discovered online.
  • Five Steps to Using Employee Advocacy to Drive Brand Engagement
    Employees can be a brand's most influential advocates. Put that often-untapped resource to use by empowering employees to be your brand's best ambassadors.
  • How to Select the Right Continuing Education Program for Your Marketing Employees
    Should companies allocate precious resources toward professional development and training for their marketing teams? Yes... but you need to ensure training effectiveness. Here's a four-step process for doing exactly that.
  • 'Don't Chase the New, Innovate the Old': Four Lessons From Nike
    Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It also protect your iconic status, the highest and most profitable form of branding.
  • 14 Highly Effective B2B Marketing and Sales Tactics Based on Emotions
    B2B marketers have long assumed that business decisions are based primarily on rational motivations—and that emotion is exclusively B2C territory. But it's become increasingly apparent that emotion plays an important role in B2B as well.
  • Three Tests That Can Save Your Marketing Personalization Strategy
    Personalization is a powerful marketing tool, but with great power comes great responsibility. Misusing personalization can diminish consumers' trust in a brand. Here's how to be transparent and effective.
  • Five Customer Habits to Keep in Mind When Creating Your Online Shop
    Your customers drive your business, so consider their habits when you're setting up your e-commerce site.
  • A Smarter Approach to Link-Building: Earn Links Instead of Building Them
    Exceptionally strong content can help you fulfill many goals at once: increasing website traffic, earning backlinks, and reducing bounce rate. Here's how to create that type of content.
  • Blockchain 101: What Digital Marketers Should Know
    You've heard the term "Blockchain," and maybe you're familiar with cryptocurrencies and Bitcoin, but what does all that have to do with marketing? Here's what you need to know.
  • How Marketers Can Be Effective Business Storytellers (And Why They Should Be)
    Storytelling is key to successful marketing and advertising, but how can you make your audience really feel the story and be captivated enough to hear more?
  • How to Price a Marketing Proposal: Four Proven Approaches
    Pricing can be one of the most sensitive parts of a marketing proposal, but these four tips can help your prospects focus on the value of your services rather than the dollar amount—and give you their Yes.
  • How B2B Marketers Are Embracing Brand as the Top Driver of Growth
    What are B2B marketers' priorities for growth? Branding, followed by innovation and customer satisfaction. The good news? Budgets and optimism are up. The bad news? Challenges still exist.
  • The Secret to Account-Based Marketing Success
    ABM does take time and effort, but the results can be extremely rewarding. These five steps (and one bonus tip) will walk you through how to set up your ABM program for success.
  • How to Use Data to Reveal Your Brightest Star Customers
    Discovering what drives your top buyers—and applying that info to prospects—can help you get more stellar customers.
  • What CMOs Need to Know About the Looming General Data Protection Regulation (GDPR)
    GDPR goes into effect in two months, but most US companies are not prepared. Here are seven questions marketers should be asking themselves and their companies to ensure compliance—and avoid fines.
  • Five Reasons B2B Marketers Who Don't 'Do Video' Are Getting Left Behind
    Think videos are just for B2C? Think again. They can be a powerful tactic in the B2B sales journey as well. Here's how to use video effectively in your B2B marketing.
  • Social Selling: Three Reasons It's Good for Business and Four Steps to Get You Started
    Social media isn't just for collecting likes and follows: It can help you increase sales—when it's used right.
  • Why Your SEO and PPC Teams Must Work Together
    Both PPC and SEO are incredibly valuable components of your search engine marketing strategy, but they are even more powerful—and can get you even better results—when they come together.
  • Do You Still Believe These Three Urban Myths of Email Marketing?
    Don't let the stories scare you. Some of the email axioms we believe to be true just aren't—at least, not anymore. See whether you've fallen victim to some of the most common email myths.
  • How to Write Funny: Four Lessons in Marketing Humor From the Greatest Email Ever
    Done right, humor sells. But you probably don't sell a product or service that's inherently funny. So how can you create funny content that's just right for your business?
  • Five Tips to Help You Level-Up Headlines and Titles
    Get your readers past the headline and into the content with these helpful tips for leveling-up your headline game.
  • How to Put Employees First in the Customer Experience, and Why You Should
    All the technology in the world won't give your customers great experiences if your customer service team—the face of your brand—isn't trained and supported properly. Here are three ways to make sure they are.
  • Four Dangerous Traps Online Marketers Must Avoid
    With new technologies and more data available than ever before, it's easy for marketers to get bogged down in things that don't always help them meet their goals. Here's how to stay focused on what matters.
  • What Brexit Teaches Us About Crafting Marketing Campaigns That Compel Action
    What can marketers learn from the techniques that Brexit supporters used to convince a majority of the population to vote for what's been called "the stupidest thing any country has done"?
  • How to Maximize Your Reach With Video SEO
    If you produce a marketing video but no one watches it, does it have any impact? Videos must be optimized for search to have the reach and ROI you want. Here are three tips to improve your video SEO rankings.
  • Five Essential Multichannel Marketing Tactics for 2018
    You can't be in more than one place at a time—but your brand can, and it should. Your customers are on multiple channels at the same time, and marketers need to keep up with them to be successful.
  • A Winning LinkedIn Profile: Three Questions to Ask and Answer
    What do people see when they visit your LinkedIn profile? Ask yourself three questions to boost your profile and generate more leads from the professional networking platform.
  • How to Target Millennials With Billboard Advertising
    Millennials are known for being a tech-savvy group, but ad overload means many digital ads are simply ignored. One way to capture Millennials' attention: go offline with billboards.
  • Seven Considerations for Your New Business's Social Media Strategy
    Creating a social media strategy can feel overwhelming—especially when there are so many social platforms. These tips will help you focus on the basics so you can find your audience and get up and running.
  • Worried About Your Millennial Strategy? Top 3 Myths and Truths
    Do Millennials really have unique qualities, and do they really present unique challenges to marketers... or are we simply dealing with recurring clichés? Let's dispel three of the most commonly repeated myths about Millennials.
  • Top 3 SMS Marketing Considerations
    With a mobile device in nearly every consumers' pocket, many marketers have found success with SMS campaigns. As you explore this channel, keep these three key tips in mind.
  • Google Site Search Is Going Away: Three Questions to Ask Before You Replace It
    As Google shutters its Site Search, these three key questions will help you avoid a scramble to find a replacement. They'll also help you determine which technology will work best for both you and your website visitors.
  • How to Use Gamification and Technology for a Better Experiential Marketing Campaign
    Gamification allows you to capture data, increase brand loyalty, and provide memorable and exciting customer experiences. These five tips will help you integrate gamification into your experiential marketing campaigns.
  • Lifecycle Marketing for Subscription-Based Services: Four Subscriber Personas
    Up to 80% of customers in subscription-based services cancel their subscription in the first three months. Across the customer journey, here are the four personas you should be aware of and the actions you should take to retain them.
  • Five Ways to Keep Your Website Relevant in 2018
    For your website, 2018 will be the year of legal compliance and user respect, and savvy brands can't afford to be left behind. Implementing these five techniques will get your site ready for this year—and beyond.
  • Cyber Security for Marketers: Four Tips to Get Started
    Although we marketers may not be the ones implementing security applications in our workplaces, what can we do (if anything) to help prevent security breaches—or ease their consequences?
  • Content Creators: 12 Tips to Help You Win Over Impatient Readers
    Four out of five readers won't get past the first sentence of an online article. For marketing content creators, today's reading habits can be challenging. But here's how you can win over impatient or distracted readers and get your content read.
  • Five Common SEO Mistakes That Content Marketers Make
    SEO and content marketing, particularly blogging, are a powerful combination that can build your website's authority and drive valuable search engine traffic to your site. But content marketers tend to make these five SEO mistakes. Here's how you can avoid them.
  • Personalize Your Marketing Communications in 2018
    Message personalization has become a buzzword in marketing. But in most cases what’s really being used is easily captured demographic and geographic data. To send messages that are truly personal, businesses need to tailor their messages to behavior.
  • Marketing Automation 101: Start Learning With Content, Experts, and Training
    The problem many marketers face when trying to learn about marketing automation is that the topic seems overly broad and too technologically nuanced to tackle. But that's not so! You just need the right resources to move you from newbie to wizard.
  • If It Can Happen to Crock-Pot, It Can Happen to You: Four Steps to Make Your Brand Crisis-Ready
    Prior to last week, Crock-Pot wasn't even on Twitter—because, honestly, who wants to talk to Crock-Pot? Yet, a week later, the hastily assembled @CrockPotCares Twitter feed was still defending itself from attacks caused by the unlikeliest of sources.
  • Four Secrets of Marketers Who Become CEOs
    There's an elite cadre of CEOs out in the marketplace who have a clear advantage over their counterparts: They have marketing backgrounds. Here's a look at what gives marketing-focused CEOs a leg up in the business world, and what you can learn from them.
  • Moving Pictures: How to Increase Engagement With Cinemagraphs
    Although there are no marketing silver bullets, cinemagraphs are fairly shiny and new—and still rare enough to have impact. Find out what they are, how they're different from GIFs, and how to make one.
  • How Emotional Marketing in B2B Drives Customers (Even If You Think It Doesn't)
    In the world of marketing, there's a perception that B2B marketing is serious and logical, whereas B2C marketing is fun and creative. Yet, the role that emotions play in both B2B and B2C marketing is strikingly similar.
  • Four B2B Marketing Trends That Will Define 2018
    In the new year, a combination of technology advances, organizational cultural shifts, and buyer-behavior changes will push B2B marketing in new directions. Here are four trends that will start to mature in 2018.
  • This Simple Process Can Eliminate Four of Your Biggest Content Creation Nightmares
    Trying to continually strike a balance between creating engaging, high-quality content and producing it at scale can seem like a bad dream. But here's a proven process to help you dispel four common content creation nightmares.
  • Calendars as Marketing Channel: Four Best-Practices for Reaching Your Customers
    In our age of information overload, engaging your audience is more challenging than ever. But what if, rather than trying to divert customers' attention, marketers could meet customers where they're already spending time?
  • ABM: Balancing Technology and a Human Touch to Maximize Sales Success
    A lot of ABM and sales-enablement vendors talk about how companies can use technology to scale customer contact. Despite the promises about futuristic things like artificial intelligence, you'd be paying to fail if you don't take the human touch into account.
  • Before Building Brand Awareness, You Need to Assess Brand Value. Here's How to Do Both.
    Imagine you're tasked with planning a trip. Now imagine trying to do that without knowing the trip's starting point... Tough, right? It's the same with a brand-awareness campaign. You won't get far without first knowing your brand's current standing in the market.
  • Six Tips for Ensuring Your Customer Advisory Board Doesn't Backfire
    Customer advisory boards can deliver amazing benefits to host companies and participants, but they can easily backfire if not managed, budgeted, or resourced properly. Here's how to make sure your CAB program succeeds.
  • Four Agile Practices for More Efficient Content Production
    Content creators have a tough gig. Too often, our colleagues view us as short-order content cooks who can whip up content at a moment's notice. Fortunately, there's a process designed to protect the content creators of the world. It's called Agile, and it works beautifully in marketing.
  • Stop Drowning in Metrics and Optimize KPIs That Move the Needle
    Marketing campaign success isn't determined by diagnostic metrics (think website visits and the like). Don't fall into the trap of letting those middle metrics dominate your campaigns. Take these three steps instead.
  • How to Maintain Brand Authenticity in Today's Politically Polarized Climate
    To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing a wide customer base that holds opposing views. Don't pick a side, and you may be viewed as inauthentic.
  • The Battle for Content Marketing: 8 Trojan Horse Tactics That Can Help You Win
    If your client, CMO, or manager views content not so much as king but as bastard prince, it's time to go to battle, breach some preconceived walls, and prove content's prowess. These eight tactical measures will help you do all that.
  • How to Use SlideShare for Lead Gen With E-Books
    Using SlideShare for content marketing (think videos, documents, infographics, e-books, presentations...) can increase brand awareness and drive traffic to your website. But how can marketers use SlideShare for lead generation?
  • How to Evaluate the Company Behind the Martech Solution (and Why That's Critical)
    Selecting the right marketing technology is often a messy process with iffy results, but it doesn't have to be. Do the work to evaluate the company behind the product, and you'll put yourself in a position to succeed. Here's how.
  • The Future of Email: Four Questions and Answers for 2018
    What changes or innovations will alter how we email in 2018? What will go away or become less relevant? What role will video play? What are some top tips for email marketers in 2018?
  • The Five Top Trends That Will Shape Influencer Marketing in 2018
    Influencer marketing has successfully transitioned from being considered a passing fad to being allotted a respected place in the modern marketing mix. It will continue to rapidly evolve to meet marketers' needs, so keep your eye on these five trends.
  • Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices
    For decades, marketers have meticulously segmented audiences on demographics and personas, but these methods are growing irrelevant. There are stronger predictors of buying habits.
  • How to Create Engaging Social Media Campaigns That Get Attention
    Getting people's attention on social media is more difficult than ever. But giving up isn't an option. So... what should marketers do? Create well-conceived, well-written campaigns that cut through the static, of course. Here's how.
  • What B2B Marketers Can Learn From Some of 2017's Best Emails
    Today's inboxes are more crowded than ever. But using smart design and tactics, marketers from brands big and small can build effective email campaigns. For inspiration, check out some of the best emails from 2017, along with tips to ensure your emails stand out.
  • Optimizing for Voice Search and Voice Assistants: Four Search Tactics for 2018
    With all the talk about the future of marketing, we sometimes forget about the changes happening right here, right now. Like voice search, which is already affecting search results. Here's how to capitalize on it with the right optimization techniques.
  • Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing Them
    Generating qualified leads remains a top challenge for B2B marketers. Here's how you can address three key B2B buying trends to earn buyers' attention and trust—and improve the quality of your lead generation.
  • Four Ways to Keep Your Brand and Marketing Relevant Amid Fluctuating Cultural Trends
    For any marketing campaign to be successful, marketers must find innovative ways to interweave the brand's core values with the cultural context of the intended audience—its ideologies, tensions, values...
  • The Four Most Compelling Design Trends for 2018
    Design trends are often the result of shifts in technology, pop culture, and the political climate, and they often point to larger cultural shifts. Here are four of the most compelling design trends that will be influencing 2018.
  • How to Get Your Email Marketing Program Basics Up and Running in Six Easy Steps
    Getting an email program up and running is tough under most circumstances, including when you're first starting out. But you can take steps to stack the email marketing deck in your favor.
  • How Brands Can Tackle Livestreaming Video Challenges
    Livestreaming is fraught with risks at a time when a little bit of bad publicity can go a long way. But it's also a game-changer full of potential. It would be wise to explore how to use livestreaming to reach your customers on their preferred social channels.
  • How to Create a Customer Experience Program and a Winning Marketing Team: Context Marketing
    Marketers need to understand customers and offer truly personalized experiences, delivering the right content or services to the right people at the right time—i.e., the right context. Here's how to lay the foundation of a customer experience program and team.
  • Three Simple Steps to Creating Your First Marketing Video
    As social media users, we think nothing of creating videos that are fun and entertaining. Yet, when it's time to use video in a more structured environment, say for marketing, suddenly videos are intimidating. But they don't have to be.
  • The Three Crucial Steps to Building a Modern Marketing Stack
    Marketers can no longer afford to view technology as a "nice to have." In 2018 and beyond, our performance will rely in great part on our martech stacks. Those without an adoption strategy will find themselves unable to keep up with competitors who use technology more effectively.
  • Three Ways to Turn Your YouTube Subscribers Into Customers
    Video plays an important role in driving consumer purchase decisions, so using your YouTube channel could be a great way to drive sales. But how can you convert subscribers into customers?
  • How to Choose the Perfect E-Book Topic
    E-books are valuable fuel for your content marketing engine. They assist in positioning companies as thought leaders, they provide value to customers and prospects, and they generate leads. But what should your e-book be about? And how do you decide?
  • Five Trends That Will Shape Mobile Adtech in 2018
    Ad tech trends seldom mature overnight, but as the industry figures out how it can improve user experience as well as increase revenue, 2018 will be a rough ride for most.
  • Three Mad-Scientist Marketing Methods to Ignite Business Growth
    Here are three effective ways you can use lateral thinking to reinvent your marketing and unlock new revenue growth for your business.
  • At the Altar of the Future: How to Successfully Wed Creativity to Data
    By working in lockstep with data scientists, marketers can better understand who their targets are, what they desire, and what their challenges, behaviors, and motivations are. Marketers can then devise more effective campaigns to influence consumers.
  • Four Tips for Using Video Content in Social Media
    Video is ever changing—from '90s video clips on MTV to vanishing Snapchat Stories—and the platform that airs the content helps shape and refine both video and how it's used. So when you're considering using video in your next social media marketing campaign, also consider this advice.
  • Six Ways Content Marketers Can Use Audio Marketing
    People are busier than ever, and increasingly they are learning by listening to podcasts while multitasking. Accordingly, audio content might be the perfect choice to market your business or brand.
  • Seeking Inspiration: Four Steps to Being Creative on a Deadline
    It's a battle as old as time: You've been assigned to an important project with a tight deadline, but your inspiration's running dry. How can you possibly be creative when the clock is ticking and the pressure is mounting?
  • Five Ways for Marketers to Implement a Customer-Centric Mindset
    A customer-centric mindset is vital for marketing success, helping campaigns resonate with prospects and leading to more sales and greater customer satisfaction. So how can busy marketers implement a customer-centric mindset?
  • Your 2018 Technical SEO Checklist
    If you forgot to tend to your technical SEO while you were busy surviving all the recent Google algorithm updates, who can blame you? But now is the time to shore up your technical SEO fundamentals in preparation for 2018.
  • Six B2B Sales Tools to Help You Finish the Year Strong
    With the year quickly coming to a close, many companies are looking to ramp up their sales efforts to hit or exceed their projected numbers for the year. These six platforms can help B2B sales departments close out the year strong.
  • Three Ways Marketers Can Use Both Data and Common Sense
    Relying solely on analytics tools when making business decisions can lead to misdirected targeting, causing major consequences for an organization's bottom line.
  • The Future of Marketing: Five Marketing Megatrends for 2018
    We are in the next great Golden Era of marketing, and with this new era comes an entirely new set of possibilities—along with commensurate customer demands. Here are five megatrends we marketers need to be aware of as we move into 2018.
  • An Eight-Step Guide to Building Your Marketing Budget
    It's that time of year when marketers are figuring out how to allocate their resources. Here are some important things to keep in mind as you build your marketing budget for the upcoming financial year or quarter.
  • How to Build a Long-Form Marketing Video People Will Actually Watch (And Why You Should)
    If an explainer video is a snack, a long-form documentary (think 15 minutes) is the marketing equivalent of a four-course meal. The thing is... no content strategy can live on snackable content alone; sometimes, you need to serve up a full meal.
  • Master Your Holiday Email Marketing Campaigns With These Eight Tips
    Getting holiday-season email delivered and opened without irking your recipients is a challenge. Luckily, we've compiled a few tested tips and tricks that will help you refine your emails to bring your organization more cheer this season.
  • Seven Ways to Maximize Social Media This Holiday Season
    Marketers and retailers have a huge opportunity on social media during the holidays. Being prepared for the holiday rush is a huge advantage, but some brands can easily fall behind this hectic time of year. Stay ahead of the competition with these seven key steps.
  • Seven Savvy Tips for the Most Viral Types of Instagram Content
    Those who consistently score likes, comments, and engagement with their Instagram posts aren't doing so by accident. By understanding the ins and outs of Instagram's most popular types of posts, you can fine-tune your own content strategy.
  • Next-Level Personalization Creates Killer Customer Experiences: Four CX Guideposts
    Customer experience (CX) leaders generate more revenue than companies that fail to prioritize CX. Brands become CX leaders by personalizing engagement in relevant and valuable ways. Here are four guideposts for getting CX right.
  • Three Takeaways for Marketers From the Repositioning of Brand Taylor Swift
    Many of us in marketing recognize that Taylor Swift is a cunning, calculated positioning savant, and the new, edgy, and angry Taylor is nothing but a brand refresh. Here are three takeaways for your own company or brand.
  • Six Reasons to Hire Your Audience: The Benefits of UGC
    If used properly, user-generated content can be a huge asset for content marketers. UGC can save you time and money, and boost your credibility. Here are six UGC benefits—and ways you can profit from them.
  • Six Helpful Tips for Holiday Search Ad Campaigns
    Fully 40% of holiday shoppers begin searching and purchasing before November 1, which means search engine marketers need a game plan now to make some jolly-good sales this season.
  • Five End-of-Holiday-Season Marketing Tactics for a Profitable 2018
    The home stretch of the holiday season is a unique opportunity to retool digital strategies that carry you into January and beyond. Here's how retailers and marketers can connect with consumers even after the wrapping paper is tossed out and leftovers are gone.
  • Five Ways to Beat Amazon This Holiday Season (Think Remarketing)
    How can your business react to consumer behaviors—and try to beat the retail giant that is Amazon? Here are a few new, innovative ways to keep driving revenue this holiday retail season through next-generation remarketing.
  • The Three Content Marketing Tactics E-Commerce Marketers Often Miss
    Content marketers tend to focus on external communication channels, such as social media, video channels, and blogs, but it would be a mistake to neglect other important touchpoints. These three effective tactics can extending your content marketing reach.
  • Avoid These Four Marketing Budget-Planning Mistakes This Season
    Despite the annoyance, budget planning is an absolute necessity. Without it, you can't proceed or succeed. When planning for 2018, here's how to avoid and correct the top 4 mistakes almost all marketers make.
  • When Your B2B Stakeholders Span Three Generations: How to Market to Them Effectively
    Instead of targeting just the C-suite, today's B2B marketers must target groups of buyers and influencers who range from junior procurement specialists in their 20s to senior executives in their 50s and 60s.
  • Direct Marketing Fundamentals: How to Increase Response (an Interview)
    The success of a direct marketing campaign depends, to varying degrees, on your list, your offer, and your creative. Getting those three things to work together in sync—in online and offline channels—will explode your results. Here's an overview, in interview format, of the fundamentals of direct marketing.
  • Advanced Real-Time Analytics Will Get You the Answers That Google Analytics Can't
    As a marketer, you always look for ways to give your company or clients a leg up. You have Google Analytics experts, dashboards, reports on demand, and more. GA has worked well for you so far. But recently you've noticed there's a whole new playing field.
  • Three Creative Cold-Email Templates That Will Get Replies
    You worry that members of your sales team are not following the right messaging guidelines in their cold outreach to prospects. The solution: you give them email templates proven to work.
  • Five Mistakes That Are Costing You Precious B2B Leads
    At the end of the day, lead generation is B2B marketing's primary task. It is also the trickiest. Getting disconnected from what customers want happens a lot more and faster than you think.
  • Your 2018 Marketing Plan Won't Work and Will Break the Law: The Threat Posed by GDPR
    The specter of the General Data Protection Regulation has loomed large. With GDPR taking effect next year, efforts to comply with the new regulations should already be well underway. That's simply not the case at many companies, however.
  • Consumer Psychology: Five Tips for Creating Positive (and Reasonable) Expectations
    As marketers, we need to know how to build excitement for our product or service without overhyping and disappointing customers. And the best way to master walking that fine line is by better understanding how and why expectations alter experiences.
  • How to Use Instagram to Engage With Your Audiences Intelligently
    Welcome to the world of Instagram—an immensely creative and engaging platform where you can connect with millions of users and promote your brand effectively. Read on for salient pointers on how you can use Instagram skillfully to promote your products and boost sales.
  • Email for Retail: Three Opportunities Despite the Retail 'Apocalypse'
    As we near the end of 2017, retail faces significant profitability issues. In turn, marketers are facing pressure to capture and retain customer attention, and they're resorting to flashy new approaches. But email remains unmatched in helping to build brand, convert, and make sales.
  • Holiday Email Marketing Trends and Tips for 2017 From the Experts
    There's plenty of autumn left, but the holiday season is fast approaching. You might think you still have lots of time to launch your holiday email marketing campaign, but now is the time to prepare. Check out these holiday email marketing tips from the experts.
  • Why and How to Adapt Your Marketing to Voice Search This Year
    Voice search has begun to take center stage, signaling a dramatic change in the way consumers search online. Here's what you need to know, including current trends, potential growth, likely effects on digital marketing and SEO, as well as opportunities and barriers marketers may face.
  • The Surprising Place Where Text Content Is Thriving: Video in a Mobile-First World
    To account for shifts in consumer behavior, marketers have to adapt their video marketing approaches to a mobile-first world in which text and video are forming a symbiotic relationship.
  • Engaging Customer Experiences Are a Make-or-Break Business Factor: The Case of Healthcare
    The essence of creating a positive experience is making customers feel that they are heard and important—before, during and after a transaction.
  • The Actionable Guide to Building an Effective Content Team (And How to Nurture It)
    The need for high-quality content cannot be overemphasized, which is why you need a team that knows how to implement your content strategy. Here's how to build and nurture a content team that gets the job done.
  • Event Marketing Effectiveness: Three Key Factors to Consider Before Investing in an Event
    This article provides a tool for B2B marketers—the "event effectiveness matrix"—to evaluate events and choose the one with highest lead-generation potential.
  • How to Use Personalization to Shorten the B2B Sales Cycle
    In a world of mass emails and stimulus overload, personalization has become critical to B2B marketing. Buyers are becoming harder to identify and increasingly like consumers: They want personalized outreach and one-to-one interaction...
  • Four Essential Success Factors for Transforming Marketing Into a Center of Excellence
    Some marketing organizations excel at marketing performance management and, as a result, achieve better growth for their companies. How? They operate Marketing as a center of excellence (CoE). Here's how to turn your marketing organization into a CoE.
  • How Ads and Other Poorly Optimized Media Are Killing Websites, and What You Can Do About It
    Customers today have seemingly contradictory demands: super-fast websites and immersive experiences. Web publishers would be wise to optimize their image-based assets, lest they lose visitors—and revenue—to slow pageload speeds.
  • The Right Words at the Right Time in the Right Place: Three Platforms to Publish Your Content On
    Articles are a fundamental tool in your content marketing toolbox. Here are three places your articles can find a home, each of which serves a different purpose and offers unique benefits for your content strategy.
  • Loyalty, Retention, Relationships: What's Really in It for Your Customers?
    In marketing, we talk nostalgically about the "corner store" as the epitome of customer relationships. But that Norman Rockwell version of customer loyalty is dead. Which is why we need to get back to fundamentals. Here are three ideas on how.
  • How to Pick the Right Location for Your Exhibit Booth: The Selection Process Simplified
    The right booth space and location on the exhibit floor are vital for maximizing event ROI. The location selection process, however, can be complicated. So here, in a handy guide, are all the important factors you need to take into account.
  • Dark Data on Social Media: Insights That Shed Light on Your Business
    What is dark data? It's the unstructured data that's all over social networks, and it's full of valuable insights you can use to generate revenue and improve your business. And it's highly likely you're not using it—yet.
  • How to Maximize Social Media Marketing as a B2B Company
    So how do you stand out from the crowd as a B2B social media marketer? Here's the advice you need to ensure your company engages with potential customers and develops a social media following that converts into what you really want—sales!
  • Seven Questions to Help You Avoid the Biggest Misstep of Your Site Relaunch
    It's time to talk about your website relaunch—and a frequent crucial misstep by too many marketers. Before moving too far along the relaunch process, ask (and answer) these seven questions.
  • Nine Ways to Invite More Engagement With Your Content
    We are all after content that converts readers into customers, gets shared, builds backlinks, and ranks high in search results. But you can't get any of these results unless your content manages to engage your target audience.
  • The Naked Truth About Public Speaking: Tips for Delivering a Winning Presentation
    How can you overcome a fear of public speaking? How can you deliver a winning presentation that encourages your audience to applaud, give you high marks on post-presentation surveys, and seek you out for a chat after the microphone is turned off? Here are a few recommendations and best-practices.
  • 10 Website Go-Live Tips to Ensure a Smooth Launch
    Congrats, you're 99% of the way done with your new or redesigned website project, but it's not time to relax just yet. Follow these website launch tips for a seamless go-live transition.
  • 17 Tools Your Marketing Cannot Do Without in 2017
    What marketing tools should your company be using right now? Here are 17 for 2017—some new, some tried and true, all totally useful.
  • How to Avoid Disappointing Your Social Media Followers and Keep Them Happy and Loyal
    A loyal base of followers is key to your marketing—to bring in steady website traffic and ensure positive word-of-mouth that helps your business gain traction. To avoid ruining your relationship with your social following, use these three strategies.
  • Three Key Components of Effective Marketing and Content Calendars
    If your marketing calendar is a cobbled-together spreadsheet, be prepared for a content-related nightmare. To maximize your marketing calendar's effectiveness, make sure these three components are in place.
  • Ghostwriting Blog Posts for Sales Reps? Read This First.
    Blogging is a great way for sales reps to establish credibility, but it's up to us marketers to ensure the brand's best face is put forward with clear, concise, and appropriate messages that aren't too salesy. Here's how.
  • How a Blog Can Help You Build a Personal Brand Online
    To build your online reputation and your personal brand, you need to present yourself as an expert, someone people will want to hire or buy something from. A blog is an ideal way to hone your personal brand online.
  • Messaging Apps for Marketing: Drive Sales With Chatbots or Live Agents
    Companies that don't support messaging apps risk creating a negative customer experience—and having competitors fill the gap. A messaging app program, with chatbots or without, helps you be responsive to consumers in a way that humanizes the brand through conversation.
  • How to Choose the Right Martech and PRtech Solutions
    With nearly 5,000 solutions in the B2B marketing technology and PR technology landscape, it can be daunting to decide which technology your company should use. So here are four important areas of consideration and related questions to help you identify the best solutions for your organization.
  • Three New Facebook Ad Features to Boost Your ROI
    Facebook recently introduced new features that help advertisers garner more return on their social media advertising investments. These three features, especially, are worth a try.
  • How to Find Anyone's Business Email Address
    Whether you're trying to contact a prospect, pitch an investor, email a press release to an editor, or strike up a conversation with a potential employer, email is one of the best ways to connect. But what if you don't have their email address?
  • Five Habits of Highly Effective CGC Marketers
    At the core of every consumer-generated content (CGC) program is the ability to collect and share ratings and reviews. But there is much more marketers can do to increase the effectiveness of their CGC.
  • PR in Seven Easy Steps for Startups in Emerging-Technology Markets
    You just got the green light to create a public relations program for your startup. There's a lot to do and you don't have enough time or budget to do it all. Where should you begin?
  • How to Improve Your Research ROI: Six Best-Practices
    Customer or market research and intelligence are essential to fact-based decision-making. Here are six best-practices for conducting research and reasons for considering external resources to help you avoid costly mistakes.
  • Five Ways Your Own Employees Can Boost Your Marketing Content
    Even the greatest content needs an early boost to gain traction in social media. Paid promotion and influencer marketing can help, but they can be costly. Fortunately, virtually every organization has a captive audience that's willing—even happy—to share content with their networks for free.
  • Measuring Marketing ROI: Are You Doing It Right?
    Today's consumers connect with brands through more channels and devices than ever before. And though many companies have some process in place to measure marketing ROI, few are doing it right. What do you need to know to get right?
  • Alan Alda's Book on Empathy and Communication Holds Valuable Insights for Marketers
    A review of award-winning actor and best-selling author Alan Alda's new book 'If I Understood You, Would I Have This Look on my Face? My Adventures in the Art and Science of Relating and Communicating.'
  • Innovation Is Not the Key to Success, Reinvention Is
    Many marketers, business owners, and entrepreneurs think innovation is synonymous with invention—and that to move the needle, we need to come up with a shiny new product, market, or idea. But some of the most innovative brands of our time prove otherwise.
  • Eight Steps for Running an Awesome UGC Marketing Campaign
    User-generated content is here to stay. And as the marketing landscape begins to shift to a more user- and UGC-centric direction, what steps can you take to capitalize on this authentic marketing tactic?
  • Four Facebook Remarketing Ads That Enhance E-Commerce Revenue
    With 2 billion monthly active users on Facebook, the question is no longer whether you should advertise on the platform—but how. Here are four types of Facebook retargeting that can help you increase e-commerce revenue.
  • The Biggest Leakage in a SaaS Marketing Funnel and How to Fix It
    SaaS companies can ensure nurturing and upsell campaigns are consistently successful across the entire buyer's journey, from initial contact through the trial/freemium phase to after commitment. Here's how.
  • Marketing Operations Is Here to Stay: What You Need to Know
    It wasn't always obvious that marketing operations would become such a central part of B2B marketing. But it has, and it's now the core engine making Marketing smarter, faster, and more cohesive.
  • Five Keyword Types Small Business Owners Need to Track for Social Media and Web Monitoring
    Social media monitoring has become an important part of digital marketing. Though most marketers understand its necessity, the details aren't as clear. The most common question: What keywords should I monitor?
  • The Top 5 KPIs Marketers Need to Measure (And How to Measure and Improve Them)
    These are the five key KPIs that marketers must regularly measure. You'll learn how to measure them, followed by tips on how to improve the performance of each.
  • These Six Nonprofit Strategies Will Supercharge Your For-Profit Business
    To survive and thrive, nonprofits have had to develop approaches and skills that for-profits can also use to improve their competitive position, customer relations, and long-term health and value.
  • A Practical Guide to Killing (or Saving) Your Corporate Blog in 100 Days
    You did it. You built a solid hub of corporate content. But now what? You've got a well-planned content machine, but is it sustainable? Here's what happens when a good blog goes bad, and gets killed before it has a fighting chance to thrive.
  • The Power of Micro-Influencers: How to Find the Right Social Media Influencers for Your Campaigns
    As influencer marketing grows, audience size is taking a back seat and engagement is becoming the No. 1 indicator of success—i.e., relevancy and leads. And that's where social media micro-influencers come in.
  • Three Common Social Media Influencer Mistakes to Avoid (And How to Avoid Them)
    Social media influencer marketing is still a relatively new practice, which means making mistakes is unavoidable. Here's how you can avoid three of the most common influencer marketing mistakes.
  • These Four Data Points Demonstrate Marketing ROI to the C-Suite
    Data can help deliver insights that marketing leaders can use to collaborate with CEOs, CFOs, and sales leaders. And these four essential data points and relationship-building strategies will help you demonstrate ROI and Marketing's value.
  • Three Top Challenges of Influencer Marketing, and Its Past, Present, and Future [Infographic]
    Today, few terms generate as much buzz as "influencer marketing." But is the result more heat than light? Here's a look at three top challenges of influencer marketing, along with a big-picture view of this marketing strategy.
  • 15 Practical Email Marketing Tips for E-Commerce (With Real-Life Examples)
    These 15 email marketing tips and best-practices (with real life examples) for e-commerce are entirely actionable, and you can easily implement them to increase your conversion rate.
  • Turnkey Marketing Clouds Fall Short, Here's How You Can Build Your Own
    Multichannel automation, content personalization, social sharing tools, analytics... a marketing Cloud makes it possible to juggle the numerous tools necessary for today's marketing. But do you get a turnkey solution, or do you build your own?
  • Is There Such a Thing as a 'Brand Fail' Anymore?
    When corporations mess up, the online outrage and media recrimination seem devastating. But, these days, the result is often increased brand awareness. What does a business have to do to really fail?
  • How to Drive Real Results Through Sales, Marketing, and AI
    Many companies find themselves asking the same question: How do we authentically engage with customers throughout their entire buying journey to keep them satisfied and buying more? The answer, up until now, has been complicated.
  • Why Your Paid Social Is Failing, and Best-Practices for Social Advertising
    Social marketing is different because your audience talks back—immediately, directly, and sometimes not in your favor. If you're developing a social advertising strategy the way you would for PPC ads or email, you're missing a huge opportunity to capture market share.
  • How Email Marketers Can Manage Their Database for Sales Funnel Tracking
    An effective B2B email marketing strategy has much less to do with email, per se, than you might think. The best programs nurture and engage leads while also working to close deals. Which is where managing your contact database comes into play.
  • In Pursuit of the Perfect Headline: What's the Secret to Making Your Audience Click?
    What is the secret to an engaging headline? Everyone has an opinion... but what does the data say? After analyzing 100 million headlines, we found that the essence of an engaging headline comes down to a few core principles.
  • Four Effective Ways to Market to Millennials
    The Millennial market: such a tempting conquest, yet so frustrating to conquer. Connecting with this elusive and lucrative demographic is not easy. Here are four major insights to help you market to—and win over—this tough crowd.
  • Programmatic Display Advertising: Why CMOs Are Fed Up
    It's a multibillion-dollar problem that's shaking the confidence of thousands of marketing decision-makers. But what is it, exactly, and why is it leaving CMOs fed up and frustrated?
  • Theory vs. Practice: A New Approach to Marketing Education and Training
    Imagine graduating from college with a marketing degree and being able to immediately function as a marketer in most any company or situation. Education has forever grappled with the the "theory vs. practice" problem. Here's how to balance the two approaches.
  • Five Methods for Planning Better B2B Content Experiences
    Drawing inspiration from some of the brightest B2B content marketers, here are five ways to help solve the problem of planning your content marketing and elevating the content experience of your customers to meet their evolving expectations.
  • Four Ways Marketers Can Take Risks Without Being Risky
    In today's consumer environment, we marketers must take risks, otherwise we risk getting lost in the clutter and sinking into irrelevance. Success lies in understanding the difference between taking risks... and being risky.
  • Four Steps to Ensure Successful User Experiences No Matter How POS Evolves
    The point of sale (POS) has evolved from the cash register to the online cart and now to voice-activated devices—and soon to virtually anywhere, anytime, in myriad automated ways. The one constant for marketers: user experience.
  • Three Ways to Co-Create Business Value (and New Products and Services) via Adaptive Innovation
    Developing new products and services in today's economy requires adaptive innovation—an ability to adjust to the fast-changing needs of target markets. Three fundamental steps are necessary to support that process.
  • Fast-Track Your Content Marketing: An Infallible Method for Speeding Up Program Adoption
    Indecision, internal squabbles, poor protocols, and fear of finishing and "shipping" can paralyze marketing initiatives. But your content program doesn't have to go down that rabbit hole. Here are tips for quickly instituting a content marketing program.
  • How Augmented Reality and Virtual Reality Are Changing Things for Marketers
    Marketers have lately been talking much more about how augmented reality and virtual reality will change marketing. It's time to take a step back and put a practical spin on AR and VR—on what is likely to happen and what is simply hype.
  • Three Keys to Best-in-Class Marketing Budgets
    Budgets aren't sexy, but they are vital for high-performing marketing organizations. If you can master these three keys, you'll create a best-in-class marketing budget—and you'll be well on your way to marketing success.
  • How to Use Predictive Analytics to Engage Customers Throughout Their Journey
    From raising awareness, to educating prospects, to completing the transaction, to enhancing customer service and beyond, predictive analytics can help you anticipate customers' needs and desires throughout their circuitous buying journey.
  • Do Email Newsletters Still Work in E-Commerce?
    Do email newsletters still work, or are they a thing of the past? See what 17 successful digital marketers have to say about the effectiveness of email newsletters for online stores.
  • The Modern Press Release: Two Don'ts and Three Do's
    The potential power of the press release is sometimes misunderstood by marketers who aren't studied PR practitioners. Acting on those false beliefs, however, can be fraught with problems, so here are some best-practices regarding press releases as marketing tools.
  • 11 Powerful Approaches to Marketing Highly Unsexy Products
    The appeal of some products is obvious; they practically sell themselves. Other, "boring" products? Not so much... There is hope, though. Here are 11 powerful ways to market products that, on the face of it, seem totally unsexy.
  • The Five Pillars of a Solid Digital Marketing Strategy That Endures
    Why in this digital world would you operate your digital marketing communications without a solid strategy and plan? Set your foundation on the right footing now, and you'll save time (and money) later. Here's how.
  • Six Foolproof Ways to Find Influencers on Social Media
    Influencer marketing grew out of celebrity endorsement, but with nearly everybody now on social media... it turns out that relatively ordinary, down-to-earth people are often the best influencers. But how do you find the influencers most suitable for your business?
  • Why Most Marketers Should Care About Virtual and Augmented Reality
    Businesses resistant to new tech and ideas have often fallen behind or lost the ability to compete. VR and AR may still feel out of reach, but the technology will quickly become more accessible both to creators and to users.
  • Eight Rules for Data-Driven Marketing
    From rules such as think big but start small and with the basics, to take an action-based approach, pick your battles, and beware of small sample sizes... in this article you'll get sound advice about data-driven marketing.
  • Four Ways to Use Mobile in Your B2B Marketing Strategy
    B2B mobile usage is intensifying throughout the entire buying cycle. Here are four ways B2B companies can use mobile marketing to keep pace with the customer journey.
  • 10 Questions to Ask When Interviewing Your Next B2B Digital Marketing Agency
    If you've never done it, working with a B2B digital marketing agency can feel like a bold exploration of unknown territories. To make sure you don't lose your way, ask these 10 questions of your potential marketing partners.
  • Boost Your Email ROI by Improving Your Copy's Readability
    As an email marketer, you test subject lines and calls to action for optimal performance, but are you submitting your copy to the ultimate test? If you're not testing it for readability, you may be missing out on clicks, conversions, and revenue.
  • Why Your Ideal Prospect Just Picked Your Competitor (and How to Win Next Time)
    You lost your prospect to a competitor you've been enviously watching win again and again. What's happening? And how can you stop it from happening yet again?
  • The Business Case for Behavior-Changing Content: Five Rules of Engagement
    Content is still one of the best ways to engage your customers—but you must rethink it... It's not about beautiful stories about your brand; it's about high-value, behavior-changing content about, and for, your customers and their aspirations.
  • Five Best-Practices for Managing Digital Marketing Content and Assets
    In today's digital world, marketers manage thousands of images and videos. What's the best way to manage your marketing materials? Here are five best-practices to consider.
  • Embrace the Squirrel: How to Achieve Genuine Breakthroughs in Your Communications Effectiveness
    Communication matters. In organizations without effective communication, leaders can't lead, products don't sell, and projects don't get funded. Which presents a paradox: if it's that important, why does most communication fail?
  • Four Ways Snapchat Can Get Ahead of the Competition Post-IPO
    To stay competitive post-IPO, Snap needs to not only maintain and grow its user base but also convince marketers of the value of using the platform for marketing and advertising. Here's what it has going for it.
  • How to Harness the 'Testimonial Economy' in Your Marketing Strategy
    We now live in the Testimonial Economy, where what we say about ourselves doesn't matter, what others say about us is what sways opinion, and bad reviews can override even the best marketing plan and the most strategic sales plan.
  • Five Keys to Improving Your Influencer Marketing Campaign
    To join the growing number of businesses using the proven power of influencer marketing—to the tune of a $6.50 return on each dollar invested—take these 5 steps to ensure a successful influencer marketing campaign.
  • Seven Content Types That Will Increase Leads and Conversions
    You want your customers and potential customers to think of your content less as annoying advertisement and more as valuable, useful, or enjoyable marketing. Consider these seven types of content proven to help you increase leads and optimize conversion rates.
  • Eight Steps to Leave Blast Emails Behind and Launch Intelligent Communications Instead
    Learn how we marketers can graduate from the tried-and-true daily blast email to take a more personalized, targeted approach—and why it is so critical to our businesses that we do so.
  • From Onboarding to Ousting: How to Manage Freelance Writers
    Just because freelance writers aren't employees doesn't mean they aren't a valuable part of your marketing team. Here's how to seek out those who are right for you and bring them on board, and what signs to look for that they might not be working out.
  • How to Improve Your Content Marketing by Embracing Failure
    Sometimes, your content crashes and burns. That might mean no one reads your article, it doesn't get shared, or you get bombarded with nasty comments. But, all that's OK. In fact, it might be for the better.
  • Four Steps to a Compelling Brand Story That Wins Over Customers
    When a brand story is crafted correctly, consumers will be proud to associate with and represent your brand, and they will market it of their own volition via word-of-mouth.
  • The Most Important Branding Element You Are Likely Ignoring
    Branding is vital in today's crowded marketplace of companies, ideas, and products. And though most of us understand visual branding with images, colors, logos, etc., few understand that sounds and music can align perfectly with brand attributes—and set your brand apart.
  • How to Use Video to Achieve Your Marketing Goals: From Awareness to Sales (And in Between)
    Videos are one of the most effective types of marketing content around. But using the right type of video for each marketing goal is key.
  • How to Build a Micro-Influencer Marketing Program in the Months Before Black Friday
    Black Friday might seem like it's a long time away, but some of the most worthwhile holiday marketing activities require months of planning. If you want to build out a micro-influencer program for the holiday season, this 5-month plan will get you started.
  • The Top 4 Threats to Creative Copywriting and How to Overcome Them
    Copywriters know that creativity doesn't always come right when you need it. Here are four common causes of creative block—and ideas for overcoming them.
  • How to Supercharge Sales: Four Storytelling Plots to Eliminate Buyer Skepticism and Mistrust
    Before salespeople can convince a prospect to buy, they have to convince that buyer of the need for change. Facts and figures that are devoid of emotion often fail to persuade, but stories based on these four plots often succeed.
  • How Excellent Product Photography and Videos Increase E-Commerce Sales
    The Web continues its march toward becoming more image-centric, and any e-commerce site not willing to invest in product photography or video is already being left behind.
  • Your Brand Tracking Program Is All Wrong: Five Tips to Fix It
    Brand tracking—collecting data from a static group of consumers on a regular basis—can assess and scrutinize shifts in KPIs and consumer attitudes and behaviors. You can track and benchmark everything from brand awareness to customer satisfaction to the effectiveness of an ad campaign.
  • Writing: Six Types of Hooks to Reel in Readers
    A hook is the initial sentence (or single word) that grabs the attention of readers and entices them to keep reading. Here are six ways you can approach writing a tantalizing hook.
  • Nine Critical Issues to Consider Before You Buy Marketing Software
    Today's marketing software landscape is flooded with thousands of solutions offering myriad features and benefits. It can be nearly impossible to find the right software for you. But fear not, here's some help.
  • Don't Give in to Marketing FOMO: Four Steps to Resisting Shiny-Object Syndrome
    Rather than sticking to time-tested basics, marketers sometimes jump into channels they know little about. After all, what if that shiny new platform is the one you've always dreamed about? In the end, though, you're only hurting yourself.
  • Three Customer Feedback Myths That Deserve Busting
    Today's survey tools allow marketers to add more flourishes than ever to customer feedback surveys. But, it turns out, less is more when asking customers for input. See which top 3 feedback misconceptions most need busting.
  • Five Tips for Building Better Loyalty Emails
    Email is a highly effective channel for delivering loyalty program content and experiences that get your first-time shoppers to stick around—and drive up your customer lifetime value.
  • LSI Keywords for SEO: What You Need to Know
    As Google's deep-learning algorithm assesses what is the most relevant and authoritative Web content, LSI keywords will continue to become more important. Jump on the bandwagon now to stand out before your competition does.
  • Three Strategic Marketing and Sales Mistakes to Avoid in 2017
    2017 is nearly halfway through, and you may already be feeling you're behind your 2017 revenue goals. No need for your anxiety to turn into a midyear panic attack, however. Instead, keep your eye on some key strategic areas and avoid these three mistakes.
  • Three Essential Solutions for Your E-Commerce Marketing Stack
    Determining which technology pieces matter to your marketing team can be daunting. You need tools that help you navigate omnichannel shopping behaviors, meet customers where they are, and deliver useful experiences. Here are three essential tools road-tested by leading retail brands.
  • The Future of Video in Marketing: Proof That Video Can Drive Sales
    Digital video's best-practices are becoming increasingly apparent—and, with them, ROI performance is improving. Digital video is moving from a branding to a sales and branding tool. Here's what you need to know.
  • Six Content Creation Tips for Big Results: The Contrarian Approach
    Marketers know: The need to create great content will only increase. And so, doing things the usual way—the way everyone else does it—may help you tick the quantity box, but you'll fall short on quality... And that won't drive results.
  • Bored With Brainstorming? Try These Five Creativity Boosters
    Tired of brainstorming? It works if done right, but it's not the only way to shake loose creative ideas. Here are 5 effective ways to uncover core brand elements, reframe concepts for stronger appeal, generate fresh approaches—and unravel other marketing and communications problems.
  • How to Create Tons of Good Content: Make Yourself a Content Lord of the Rings
    Small content teams are expected to do big things these days, even though no company—large or small—has enough time or budget for content. So how can you create enough content to satisfy the voracious demand for it?
  • How to Turn One Long-Form Article Into Nine Pieces of Content
    Long-form content is highly effective, but producing it can burn through time—our most precious resource as marketers. What can busy content marketers, who must create more and more high-performing content, do?
  • Five Popular Infographic Templates (And Why They Work so Well)
    Infographics are everywhere on the Web, but it isn't easy to come up with good designs to create your own. Here are five the most popular types of infographic templates, the reasons they work so well, and tips and tricks to help you make them your own.
  • The Dangers of Being Too Political on Social Media
    A friend shared an image on Facebook. Intended to be a funny political meme, it instead offended many who saw it... Should she have shared that post? Could she have lost her job? Might the issue have been avoided? Are people just overly sensitive? Let's explore those questions.
  • Three Ways to Bring a Human Touch to B2B Marketing
    Combining creativity with B2B marketing is an ongoing challenge. How do you build an emotional connection with your customers and inspire deep-seated brand loyalty when you lack the direct tactics of B2C campaigns?
  • Convert More Leads Into Sales With These Five Email Follow-Up Campaigns
    Marketers know they should be following up leads with an email autoresponder sequence. But many don't know what to write, and so never get around to creating follow-up emails. Use these five approaches to stay top of mind without annoying your prospects.
  • Facebook Live for B2B Marketers: Five Ways to Use Live Video in Your Content Marketing Strategy
    Facebook is intentionally giving more organic exposure to live videos, which is why Facebook Live dominates the News Feeds of most users these days. What does that mean for businesses and B2B marketers? Here are a few ways to use Facebook Live to benefit your business.
  • Three Steps to Designing a Customer-Centric Organization
    It's jarring to realize you've been designing customer experience all wrong because you've prioritized scale over end-user satisfaction... But how do you set things straight? Change is notoriously difficult, but it is possible; these three steps will set you well on your way.
  • Three Things No One Tells You About Email Marketing and AI
    Artificial intelligence (AI) is the sexiest conversation in email marketing, but few marketers are ready for it. Here's what the buzz doesn't tell you, and what you can do now to prepare for an AI-empowered future.
  • The Content Trap: When Content Becomes a Commodity (And Three Ways to Break Free)
    Everyone is publishing content today, at a blinding rate, and your undifferentiated content is getting lost in a sea of equally indistinguishable content. Bad news: Your content has become a commodity. Here's what you can do about it.
  • Four Steps to Influencing Customers With a Smart UGC Campaign
    People's product preferences are undoubtedly influenced by media, and your audiences have no qualms about using media to share stories about their brand experiences. So here's how you can harness UGC to influence your target audience.
  • Five Ways Brands Are Screwing Up Customer Engagement: How You Can Get It Right
    What's so hard about engaging people who were already convinced enough about you to have made an initial purchase? These are five big mistakes companies make in their relationships with customers.
  • Three Ways Your Marketing Team Needs to Use Social Insights
    Social media's importance in the sales/marketing funnel is by now undisputed, but visibility into the insights each platform can provide is often clouded by meaningless metrics. Here's how your team should be using social insights to guide major marketing decisions.
  • How to Use Online Communities for a Marketing Strategy Driven by Customer Data
    Communities offer you an opportunity to better understand your customers by capitalizing on the data they provide online. You can then use that data to offer personalized content at various points in the customer journey.
  • How to Master Live-Video Marketing: A Handy Guide
    It's no secret that video has become a more and more significant piece of the content marketing mix—and livestreaming has become a rapidly growing and effective tactic. The tips and tricks in this guide will help you get live video right.
  • The Marketing Impact of AI and Machine-Learning: 3 Predictions by 51 ML Marketing Executives
    Machine-learning (ML) startups are flourishing, and companies are predicating their value proposition on artificial intelligence (AI). That's because both ML and AI will likely have immense impact on profitability—and transform marketing.
  • How to Reuse Old Content to Boost Your SEO and Keep Your Audience Engaged
    How can you ensure a constant flow of new and engaging content to maintain your following and reach new audiences? And how can you improve your SEO? By cleverly recycling old content, you can solve both problems.
  • Five Lessons for All Marketers From the Departure of Coke's CMO
    Coca-Cola has decided to eliminate the position of CMO; instead, Coke has created a chief growth officer role, in charge of both its customer and its commercial teams. Here's what marketers can learn from the shakeup.
  • Seven Easy Tactics for Generating Content Marketing Ideas
    Over 2 million blog posts are published each day. No wonder many marketers struggle with generating fresh content ideas to fuel their marketing efforts. Here are seven tactics to overcome your idea-generation hurdles.
  • How to Create a Fluid Workflow for Content Teams
    A good content workflow makes your publishing process a lot more effective. Here's how you can organize the work of your content team and simplify the production and distribution of marketing content.
  • Online Reputation Manager Reveals Key ORM Process Details
    Go figure... The online reputation management industry has an image problem. So it's time to pull an Elon Musk and share a blueprint of how to do it right. These are the details you won't see anywhere in public, not even at conferences.
  • How to Maximize the ROI of Your Lead Generation Campaigns
    If you want your marketing and your business to succeed, you need to make the most of your lead generation campaigns and achieve the highest-possible ROI. Here are a few ways you can do that.
  • Reaching Millennials in 2017: Turns Out, They're on Their Phones
    We've become used to hearing about Millennials as "the next generation of consumers." That's no longer the case. Millennials are adults now. They're the current generation. And they're your customers. Here's how to reach them.
  • Revenue Is Not a KPI, but These Six Measures Are
    The revenue number can hide successes as well as problems, and it tells you little about your customers. Here are six key performance indicators that are better at measuring the pulse of your business.
  • The Real Work on Your Content Begins After It's Published: Optimizing Performance
    Many components of content marketing are controllable and predictable. What isn't? Your audience's response. Here's what you can do when a piece of content you've created simply doesn't produce the right results.
  • Four Ways to Use Recent AdWords Updates to Power Up Your Ad Performance
    In the past year, Google made changes to AdWords intended to open up new channels for marketers on mobile devices. Here are four easy tweaks that will make the most of those new channels to get you more leads and conversions.
  • Are Marketers Missing Opportunities to Seize Consumer Micro-Moments?
    Moments that lead to a mobile or digital action in a consumer's daily life may seem trivial, but they can hold large opportunities for brands. Those "micro-moments," as Google has termed them, occur when consumers turn to a device for a specific need, anytime and anywhere.
  • B2B Sales Reps Are Out of Sync With Buyers, But Is Marketing at Fault?
    Too often, salespeople don't understand the buyer's world or needs, and don't know to communicate real value. But whose fault is it? The sellers'? They often get the blame, but it might well lie with Marketing...
  • United Untied: A PR 101 Lesson in Crisis Communications
    We've seen the shocking viral videos. The rage-inducing photos. The fire-and-brimstone calls for a boycotts and firings. How did it all go so wrong? More important: What lessons can we learn from United Airlines' ongoing struggles?
  • Fake News Means Fact-Checking Must Be Part of Your Content Strategy
    Here's what you need to know about fake news, why you should consider fact-checking in your own content marketing, and how to implement a fact-checking process.
  • 15 Proven Methods for Increasing Organic Traffic in 2017
    Instead of hypothetical ways that might increase your site's organic traffic, here are proven approaches that 17 SEO experts themselves use.
  • Advertising in the Age of Distraction
    The proliferation of digital devices, coupled with a deluge of short, "snackable" content, has given consumers greater choice than ever in how and where they consume media. How can you get them to notice your ads?
  • Email's Little Secret: 18 Words to Fly or Die By
    Just 18 words. Marketing and Sales pros who know this powerful stat, fly; and those who don't, die. (Well, their emails do.)
  • Now Is the Time for Developing Your Personal Brand: 26 Tips
    The time for personal branding is now, and today is the best day to start developing your personal brand. Here are 26 tips, from A to Z, to help your personal branding efforts.
  • Five Ways to Make the Most of Video for Marketing
    From the tiniest startups in Silicon Valley to the largest global organizations, consumer and B2B marketers are pouring more resources than ever into video. But if you're just now getting into video marketing, these tips will help you catch up quickly.
  • Three Ways CPG Companies Can Use Social Insights to Make Better Business Decisions
    To garner full value from their social intelligence strategies, CPG companies should be mindful of incorporating these three initiatives into their social plans.
  • Your Buyers Are Experiencing Marketing Fatigue; Here's What to Do About It
    Too many nurture touchpoints, too many pieces of outreach, too many really bad email messages. Buyers are beginning to shut down, and that's going to be a big problem for marketers. Unless...
  • Five Ways SaaS Companies Can Achieve Proactive Customer Success
    It seems so obvious: Businesses that take a proactive approach to customer success, going out of their way to anticipate customers' needs and offer help rather than waiting to be asked, are more likely to have loyal and repeat customers.
  • Six Building Blocks of a High-Converting Lead Generation Form
    Let's be honest: Website visitors hate to fill out your lead generation forms. Luckily, there are proven ways to reduce form friction and get prospects to hand over their valuable information.
  • What Do Publishers Really Want From Ad Platforms?
    The good news: The proliferation of new ad platforms and formats has created a lot of opportunities for publishers. The bad news: The proliferation of new ad platforms and formats has created tons of confusion and a whole new set of challenges.
  • Anatomy of a Viral Video: A Tale of Two Stories
    Between two similar videos, what makes one buzz to the top of the YouTube charts, and one languish in obscurity? Experts weigh in.
  • Don't Make a Titanic Mistake: Bigger Experiences Aren't Always Better in Experiential Marketing
    When planning an experiential marketing campaign, it can be tempting to sink a titanic budget into the splashiest one-day event ever conceived, but that single-minded pursuit of buzz is risky. There are icebergs in those waters.
  • How to Elevate Your Marketing Career From OK to Awesome
    In the fast-moving world of marketing, it's easy to feel stuck. Here's what you can do to get your career moving forward.
  • How Small Marketing Teams Can Achieve Big Content Wins
    Whether you're focused on building a content strategy, creating and distributing content, or measuring content performance, even one-person teams can achieve content marketing success.
  • Ad Agencies Should Stop Charging Clients Up Front: Three Lessons From Jerry Maguire
    Perhaps it's time marketing and advertising agencies re-evaluated their mission statements and standard operating procedures. Here are three still-relevant catchphrases from Jerry Maguire that agencies can learn from.
  • How to Prevent Marketing Team Burnout and Get Over Overtime
    Marketers are known for late nights and jam-packed days. Unfortunately, that kind of schedule can lead to diminished productivity at best, and burnout and turnover at worst. There's a better way.
  • Three Ways UGC Influences Sales: The Case of Real-Customer Photos
    When you scale your content creation efforts with user-generated content, and use real customer photos alongside branded content in your marketing, you'll gain credibility and authenticity for your brand and marketing—and help generate sales.
  • Diversifying Ad Spend: Why Mobile Marketers Need Both David and Goliath
    Although Facebook and Google dominate mobile advertising, marketers run the risk of relying too much on them for the results their brands need. Spreading spend across a variety of channels increases the likelihood of optimal ad performance.
  • No Size Too Small: ABM for SMBs
    Account-based marketing might be thought of as an enterprise-level tactic, but that doesn't mean ABM, albeit scaled down, can't provide outsized results for your small-to-midsize business.
  • Want to Break Into the US Market? Here's How: Seven Tips for Localizing Your Marketing
    For many companies, selling beyond their home market is essential to business success. But selling into new markets is easier said than done. Here's sound advice for European B2B companies that want to localize marketing for the US.
  • Five Effective Neuromarketing Principles That Boost Marketing Efforts
    Neuroscience can give marketers deep insight into what works and what doesn't in persuading customers to buy a product or service. These five neuromarketing principles will boost your marketing efforts.
  • Five Steps to Successful Audience Targeting in Online Ad Campaigns
    These five steps for successful audience targeting will enable you to pair audiences with the right messaging to communicate in more personal and meaningful ways, ultimately allowing you to reach your business goals.
  • Digital Asset Management: How to Demonstrate Business Value, Create a Business Case, and Search for the Best Solution
    If you've decided that your business needs a digital asset management (DAM) system to take over from your old, complex legacy systems, demonstrating business value may be fairly easy. If you've never had any comparable tools before, your job may be harder, especially if budgets are tight.
  • Good Money After Bad? Your Channel Partners and Your Co-Op Dollars
    The biggest challenge for a lot of distributed marketing organizations is that they don't have sufficient visibility into the co-op spending of their independent partners.
  • The Highest-Spending E-Commerce Customers Are Seeing Stars—Star Ratings, That Is
    Star ratings are simple, but they have an immense effect. They increase social proof, boost word-of-mouth marketing, and improve the results of paid ads. And, most important, they influence purchases.
  • How to Identify the Right Influencers to Market for Your Brand
    Not all influencers are the same. In fact, there are plenty of phonies and lame ducks out there. So how do you determine whether they can make a difference for your ROI? Here are three ways.
  • Eight Simple SEO Mistakes Killing Your Content Marketing
    Search engines want to show the world your content, but not if you've made mistakes that undermine the user experience and search engines' guidelines. So give them what they want by avoiding these eight common mistakes that content creators make.
  • Four Ways to Use SIC and NAICS Codes to Boost Marketing Effectiveness
    The SIC and NAICS classification systems were developed in an era of relatively little technology, but they provide a useful framework for the hundreds of industry verticals that manufacturing marketers address every day.
  • Three Lessons From Top Mobile Shopping Apps: How Retailers Can Improve Customer Experience
    Even if consumers don't actually purchase via mobile, chances are mobile was a part of their customer journey. Here are three lessons from four top retail mobile apps to help you create mobile experiences your customers will love.
  • How to Generate Clickthroughs (and Data) From Your Marketing Videos
    Marketing videos create awareness. But then what? What do viewers do after they click the "Play" button? If you want to know a lot more about your customers and your videos, get them interacting with each other. It's easier than you think, and you'll get data while your customers and prospects get a personalized experience.
  • Own Your Interview: Nine Questions Every Content-Writing Candidate Needs to Ask
    You can't get answers if you don't ask questions. And if you don't get answers, you can't make informed decisions. Ask these nine questions, and you'll be on your way to owning your content-job interview.
  • Content Marketing and Customer Acquisition: How to Calculate Your CAC, CLV, and ROI
    If you're on the content bandwagon, but you don't know your customer acquisition cost (CAC) and customer lifetime value (CLV), you're playing a dangerous game: How do you know spending all that money on content marketing is worth it?
  • The Anatomy of a Multichannel Welcome Series for Nonprofits (and Others)
    Donor retention is top of mind for nonprofits. And rightly so. But less than 1 in 10 take the most efficient and affordable action for combating decreasing donor retention: executing a welcome series.
  • Four Pros and Cons of Outsourcing Your Marketing
    You don't have time to do marketing yourself, but you know you need to if your business is going to succeed. Hiring an outside firm can be an option, but it can also be a risk. You need to clearly weigh the potential pros and cons.
  • A Future-Proof Way to Monetize Content in an Ad-Averse, Mobile-First World
    Content publishers have mountains to climb in trying to reach and monetize their audiences in this mobile-first, ad-averse world. How can you reach readers, viewers, and listeners—and keep them coming back?
  • Seven SMS Best-Practices and Tips for Marketers
    As with any marketing tactic, there is a right way, a wrong way, and a really wrong way to use SMS, too, for marketing. These best-practices and tips from experts will help you avoid pitfalls and guide you on the path to good SMS marketing.
  • Five Ways to Drive Engagement and Sales With Tradeshow Marketing
    Tradeshows and in-person events are powerful marketing tactics. Read on to learn what to do before, during, and after a tradeshow to drive engagement and sales.
  • How to Become a Guest-Post Contributor to Industry Websites and Blogs: A Comprehensive Guide
    This detailed guide can help you and your brand benefit from guest-posting—to position you as subject-matter experts, drive traffic to your site and generate leads, increase your audience reach, make connections with influencers, and much more...
  • How to Use Employee Feedback to Build Better Marketing Campaigns
    What do your employees actually think about your brand? Do they trust your leadership team? And when they talk about the company publicly, does what they say support or undercut your marketing goals?
  • Five Ways to Build Your Marketing Team's Confidence
    As a leader, building up the confidence of your marketing team is among the most rewarding things you can do—both for yourself and for your company. Give these five confidence-building techniques a try.
  • The Future of Healthcare Marketing: Lessons for All Marketers
    Changes in healthcare marketing have much in common with the shifts B2B marketers across industries have experienced in recent years. So there's plenty B2B marketers can learn from the world of healthcare marketing.
  • The Chief Content Officer Is Dead; Long Live Content Marketing
    It turns out that having a C-level executive in charge of content marketing has not been realistic, but the need for content—and content leadership—remains. So who's going to lead the content team, and what skills should team members have?
  • Five Common Pitfalls and Best-Practices of Measuring Marketing and Advertising Performance
    To improve performance, optimize spend, and enhance customer experience, marketers must inject data and analytics into every phase of their marketing. Here's how you can avoid five common pitfalls of measuring marketing and media performance.
  • The New 'SEO': Five Ingredients for a Profitable Search Experience Optimization Recipe
    We have entered a new age of search experience optimization—and marketers the world over are on the hunt for the best recipe for cooking up a profitable search experience.
  • How Account-Based Marketing and Selling via LinkedIn Can Drive Revenue
    Here are some real-life examples of how an account-based marketing and selling approach on LinkedIn can drive not just reach and awareness but also demand and revenue.
  • The Essential Role of Call Tracking as an Inbound Marketing Tactic
    Call tracking is one of the most powerful tools for your inbound marketing efforts. It results in clear-cut, actionable campaign data, enabling you to better optimize your inbound marketing strategy.
  • Four Steps for Successfully Implementing Marketing Attribution
    Marketers are using more digital channels than ever, and they are under pressure to prove the ROI of those efforts. Many look to attribution solutions to understand how channels are contributing to sales. But it's not that simple.
  • How to Raise Your KPIQ: Key Performance Indicators and Your Marketing IQ
    Key performance indicators (KPIs) become keys to optimizing your marketing only when you apply what you learn. Here's how to take a smarter approach to marketing with KPIs that guide your decisions.
  • Three Steps for Crafting More-Personalized and Better-Performing Content
    Content marketers strive to create content that not only speaks directly to their target audiences but also compels those audiences to take action. Easier said then done, of course. But these three steps can help.
  • Eight Key Elements Your Annual Marketing Plan Must Have to Succeed in 2017
    The annual marketing plan you created last quarter already feels out of date. How on earth are you supposed to plan for an entire year when marketing technology and platforms are changing at the speed of light?
  • The Four Trends That Should Drive Retail Strategy in 2017
    Consumers can afford to be selective: Global competition is the norm today, and your retail competitors offer comparable prices and user experiences. To stay competitive in this environment, retailers and brands must make four key trends a priority in 2017.
  • Four Visual Neuromarketing Hacks to Boost Your Branding
    Any detail of your branding efforts can have a negative or positive effect on your customers' decision-making. These visual hacks will help you get attention and enhance your branding efforts.
  • Marketing Activity Metrics Mean Little: Here's How to Really Prove Marketing's Value
    The challenge? Measuring Marketing's performance and value to the business. The traditional approach to metrics simply perpetuates the myth that marketing activity equals value. Here's how to measure Marketing's true value instead.
  • How to Do Local Digital Marketing Right: Four Adjustments Global and National Brands Need to Make
    The mobile and digital revolutions have changed the way national and global brands can reach consumers where they are, and when and how they want to be reached. Here's how to do local right.
  • How to Apply Neuromarketing Principles to Improve Marketing Effectiveness (Part 2 of 2)
    Part 1 examined stimuli that get the attention of the decision-making portion of the brain. Part 2 explains how specific tactics appeal to the brain and improve the effectiveness of your marketing.
  • Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When
    Choosing the right social network for your marketing campaigns is as important as the quality of the campaign's content. Facebook, Instagram, Pinterest, Snapchat, and YouTube offer discrete opportunities and challenges.
  • Medical Marketing in a Digital World: Content, Social Media, and Mobile
    For healthcare professionals, the days of hanging a shingle and waiting for patients is long over. So what are the best strategies for healthcare organizations, doctors, and physician practices in today's digital world?
  • Five Questions to Answer When Creating a Video Campaign
    Here are five ways to get smart about planning, implementing, and measuring video to ensure your video marketing campaign engages your audiences and achieves your objectives.
  • How to Measure LinkedIn Organic Activity
    Measuring the impact and influence of organic LinkedIn activity is not easy. The social network's analytics features are limited for organic (i.e., not advertising-related) activity. But it's doable.
  • Five Tips for Nailing Your First Tradeshow
    Tradeshows can feel overwhelming unless you have a few tips and tricks up your sleeve. Luckily, you know exactly what you need to do to make a fantastic impression—thanks to an article you read about nailing your first tradeshow...
  • Five Ways to Gain Customer Insight: A Guide for Marketers
    Having a strong understanding of your customers helps you spot warning signals before sales go completely south, as well as discover trends that can lead to new areas of growth and opportunity. Here are five steps you can take.
  • Eight Subscription Models and Five Best-Practices for Your Offerings
    Customers buy on convenience—because they want to make their job or their life easier. Automatic renewals are as easy as it gets. And from a business standpoint, it guarantees repeat business—the lifeblood of well-run organizations.
  • Six Email Worst-Practices: How to Send Your Emails to Your Customer's Trash
    Are you becoming an annoyance in your customer's inbox? Avoid these six worst-practices and learn how to instead get your messaging to resonate with your audience.
  • Five Top Content Leaders Shed Light on the Needs of Modern B2B Marketing
    Content marketing experts Scott Abel, Ardath Albee, Michael Brenner, Ann Handley, and Robert Rose share a heap of insights on content. If you know content marketing, you know that's quite a squad.
  • Six Ways to Generate More (and More Creative) Ideas
    Just about anyone, not just the talented few, can be creative. Here are six techniques for coming up with loads of creative ideas.
  • Improve Your Marketing Communications With Insights From Neuromarketing (Part 1 of 2)
    To ensure your marketing communications engage and convince your audiences, you'll need to understand how the human mind works. These are the six characteristics of the decision-making part of the brain you should be using to your advantage.
  • The Psychology of Case Studies: Five Ways to Amp Up the Impact of Your Customer Stories
    Why are case studies so useful in sales and marketing? Because they can trigger the underlying emotional drivers of buyer behavior. So here are five ways you can apply psychology to supercharge case studies—and content, in general.
  • The Five Most Important Digital Marketing Skills for 2017
    As marketing technologies, channels, and platforms evolve, so must the skill sets of digital marketing professionals. Do you and your team have the most important digital marketing skills needed for success in 2017?
  • How to Tackle the 4Ws of Marketing Content Creation With Data
    Before you create marketing content, you need to ask why, what, when, and where—the 4Ws. And because content creation is as much science as it is art, you need data about the 4Ws of marketing content.
  • Eight Steps for Running a Successful Addressable TV Campaign
    Addressable TV is a powerful advertising tactic. Its advantages lie in the data available for targeting, its ability to significantly reduce waste, its ROI measurability, and the post-campaign data that helps you optimize traditional TV buys.
  • Just-in-Time Marketing: Reach the Right Customer at the Right Time
    Just-in-time marketing reduces marketing waste and drives revenue growth. Investing in the right capabilities, models, and technologies can transform marketing operations and achieve a competitive edge.
  • How to Stay Relevant as a Marketer in a Crazy Martech World
    In an age of algorithms and artificial intelligence, marketers don't just need to be tech-savvy... they need to be tech-everything. That may sound like an exaggeration, but have you looked at job postings lately?
  • Four Steps for Driving Customer Loyalty With Data Science
    To build loyalty and retain customers, marketing teams can take these four steps that improve customer insights and the overall customer experience—and build lasting customer relationships.
  • Four Powerful Groups of B2B Brand Advocates on Social Media, and Five Tools You Can Use
    Which of your social media connections are potential advocates for your B2B company, and how do you build an advocacy system around them?
  • Turmoil Ahead: The Future of Net Neutrality, Publishing, and Digital Marketing
    In 2017, marketers will be at the mercy of politics. Net Neutrality, a pillar of Cloud-based content, apps, and services, faces extinction. If the Web becomes a pay-for-performance utility, Cloud-based marketing strategies could become prohibitively expensive.
  • Seven Video and Social Media Marketing Calculations for 2017
    Mark Zuckerberg said at the end of 2015 that we would be in the "Golden Age of Video" for some five years. So... it's not over yet, and business owners' and marketers' growing access to video will only further the shift in our social feeds in 2017.
  • How to Use Jargon for Good, Not Evil, in Your Content and Marketing
    Jargon isn't necessarily gibberish. Use it right, and you can make your content more effective. But the most commonly used jargon doesn't do that at all.
  • 2016's Great Big Social Media Fails and Lessons Learned
    The past year provided fertile ground for social media goofs and gaffes. Many marketers apparently didn't do enough thinking before they clicked on the tweet, post, publish, or share button. Here are some of 2016's biggest social media fails and the lessons they can teach us.
  • Social Listening in 2017: The Next Frontier in Social Media
    Social media is already an important part of the customer experience. Which is why marketers are using social listening for better targeting during the customer journey. Here are the social listening capabilities you need in your marketing strategy for 2017 and beyond.
  • Four Career Lessons for Would-Be CMOs and CEOs
    A panel of senior business leaders at the MarketingProfs B2B Forum discussed their careers and offered advice on the path from modern marketer to CMO or CEO. These four common lessons emerged from the discussion.
  • How to Use Video Content to Create a Loyal Audience
    Video content is becoming indispensable for your marketing efforts... Here's how you can create engaging videos and use your video content to build a loyal audience.
  • Social Media Best-Practices for Nonprofits (And Mistakes to Avoid)
    For nonprofits, social media marketing can be just as advantageous as it is for businesses. It's a great way to build support, grow your ranks of volunteers, and increase donations. But you need to be vigilant.
  • Video Marketing That Goes Down the Funnel, Not Down the Drain
    Just because we marketers understand the power of video doesn't mean we use it to its full potential. If you're not using video in all the stages of the marketing funnel, you're leaving conversions and sales on the table.
  • How Email Marketers Can Profit From Users' Mobile Obsession
    People check their smartphones obsessively—dozens, even hundreds, of times per day—and they open most of their emails on mobile devices. Here are five ways we email marketers can use those mobile habits to better reach our customers.
  • Four Tips to Boost Traffic (and Leads) With Compounding Blog Posts
    What if, rather than thinking of your blog as a chore on a to-do list, you were to view it as a savings account, with each post a long-term investment that generates increasing traffic and relevant leads?
  • Goat Rodeo or Gantt Chart: Five Better Ways to Creative Content
    Myth: creative content is the result of a smooth, linear process, thanks to inspired designers, writers, illustrators... The idea appeals to project managers and heads of marketing who love their Gantt charts. But the reality is more goat rodeo than Gantt chart. There is a better way.
  • Eight Design Tips for Your Next Tradeshow Display
    We know a good tradeshow display when we see one: It's usually the booth attracting a ton of visitors and leads. Sure, success depends on more than just display design, but design helps you stand out in a sea of exhibitors.
  • Eight Myths E-Commerce Marketers Must Stop Believing In
    At a time when tips and tricks for running an online business are so readily available, it should be easy to learn about achieving success. But how can you tell the difference between sound advice and seemingly sound myths?
  • From Making Headlines to Sustaining Engagement: What Donald Trump Can Learn From Marketers
    As he moves from provocateur to President, what can Donald Trump learn from marketers about how to build relationships, grow influence, and sustain engagement? He might consider these four marketing-tested ideas.
  • Five Ways to Compete Against Low-Price Competitors
    All of us face a low-cost or low-price competitor at one time or another. The solution isn't to lower your prices and engage in a price war; that just means low profitability for everyone. So what can you do to compete?
  • The Content Marketer's Approach to Successful Social Selling and Sales Enablement
    Push marketing. Pull marketing. Content marketing. Social selling. Sales enablement. All are in the playbook that Marketing and Sales use to grow the business via digital channels. Here's what content marketers need to know about their role.
  • Which Mobile Messaging Channels to Use in Which Real-World Situations
    There are four main messaging channels your mobile app can use for marketing. Find out which of the four you should be using in specific, real-world situations.
  • Four Ways to Use Social Listening to Boost Customer Loyalty
    Social media monitoring—AKA social listening—can help you build brand loyalty among your customers. Here are some simple steps you can take to encourage customer loyalty.
  • How to Make Powerful Facebook Ads With the Help of Your Customer Service Team
    Facebook ads can be powerful, but only if you avoid some common mistakes. Here's how your customer service team can help you do just that so you can create better Facebook ads.
  • Competitive Marketing Intelligence? Yep, There's a Chatbot for That!
    Collecting marketing intelligence on our competitors and rivals has long been a headache in search of an aspirin. We've had to use Google and scores of standalone tools to conduct competitive research. But it looks like we might have a cure in sight, in the form of a chatbot.
  • Three Major Shifts That Will Transform Video Marketing in 2017
    In 2017, three major shifts in how we create, promote, and measure video content will bring about the tipping point that changes the game and puts us squarely on track for the Golden Age of Video.
  • Five Ways B2B Marketing Will Change in 2017: All Roads Lead to Marketing Performance Management
    Ask B2B marketers to identify what they are focused on, year after year, and they will say "revenue." Enter marketing performance management. As we enter 2017, five key changes will make MPM a greater priority than ever for B2B organizations.
  • Five Effective Customer-Data Tactics: Resolutions for the New Year
    Marketers know that collecting and using customer data is central to generating positive business results. But, as always, the devil is in the details. Use these five tactics in 2017 to get more value from the customer data you're collecting.
  • Seven Marketing Automation Predictions and Best-Practices for 2017
    If 2016 was anything to go by, we marketers should be excited about marketing automation in 2017. If you want your automation efforts to pay off this year, keep these seven predictions and best-practices in mind.
  • Martech in 2017: Five Predictions and Expectations
    Marketing technology has been instrumental in helping marketers reach their audiences in 2016. Here's what you can expect from martech in 2017.
  • Three Game-Changing Trends for Mobile Marketing in 2017
    2016 was a big year for mobile marketing, but 2017 will be even bigger. A few tech trends looming on the horizon are going to make a deep impact on every mobile marketer’s work—whether they know it or not.
  • Goodbye Google Keyword Planner, Hello Keyword Research Using PPC
    Did you sigh when you heard Google is revoking free access to its Keyword Planner? Your first reaction was probably something like "Google is sticking it to us again." But there's an easy, inexpensive workaround: a small PPC campaign.
  • The Four Pillars of Performance for Digital Marketing Campaigns
    Even as marketing changes at breakneck speed, some things stay the same. The four pillars of performance have withstood the test of time, so keep them in mind to improve your marketing campaigns' chances of success.
  • Real-Time Marketing: Five Tips for Surviving in Our Brave New World
    Marketing campaigns that take months to plan, launch, and execute may still have a place in today's always-connected world, but if you aren't also jumping into real-time marketing, you will lose out.
  • How to Prevent Churn and Retain Customers of Online Services
    Customer churn is a normal part of doing business. The reasons customers leave you are diverse, but they fall in two categories: voluntary and involuntary. Understanding the differences between the two can dramatically improve your customer retention.
  • Seven Ways to Stand Out in, and Benefit From, the Experience Economy
    The experience economy gives us the opportunity to do more than just sell goods and services; we can now create unique memories and experiences for our customers—and in the process achieve competitive advantage.
  • Useful SEO Content Tactics for a Successful 2017
    SEO has evolved significantly, especially over the past few years: It is no longer search engine optimization, per se; our content efforts are now aimed at users, not search bots. These tips will help make your own SEO content more engaging in 2017.
  • Operation FOMO: Three Ways to Turn Customer Envy Into Engagement
    No matter your audience, their fear of missing out (FOMO) can work marketing magic for you, especially in the age of social media. But beware: If you don't make use of FOMO responsibly, it'll backfire.
  • 'It's OK to Be Terrible' and Other Affirmations for the Frustrated Writer
    Writing isn't supposed to be easy. But that doesn't mean it has to be painful. Here are a few things I do to power through. Call it a list of struggling-writer affirmations.
  • Supercharge B2B Sales With a Smart Indirect-Sales Ecosystem
    Could a network of partners be your ticket to accelerated growth and market expansion? If so, where do you start? How do you build a solid partner ecosystem and ensure it's functioning as it should?
  • Seven Tips for Creating Effective Explainer Videos
    If you're considering investing in marketing video in 2017, you'll want to read these useful tips for creating an explainer video that can help you drive more sales.
  • Six Tips for Successfully Using Livestreaming Video for Marketing
    Live video is a powerful, authentic, engaging, measurable, and cost-effective marketing option that more and more brands are turning to, for good reason. Here are some helpful tips to get you started.
  • Davids vs. Goliath: Five Ways Retail Marketers Can Stay Relevant in the Age of Amazon
    To many midmarket retailers today, seems unstoppable. It's not. An underdog, however, doesn't win by beating a giant at its own game—but by outwitting, outmaneuvering, and out-strategizing it.
  • How to Use Customer Insight to Create Better Content
    The insight you can derive from your own customers is invaluable. It will help you to not only increase the effectiveness of your content marketing but also reach your business and growth goals.
  • How to Use Scenarios to Achieve Marketing Agility
    Scenario analysis is an essential part of creating agility. Scenarios help you anticipate. They help you ask better questions and prepare for the unexpected. They increase your readiness, which is what sets the stage for agility.
  • Five Even More Buzzworthy SEO Trends You Need to Know in 2017
    Last year, I wrote about five SEO trends you needed to know in 2016. Much has stayed the same since I made those predictions, but much has changed, too. Here are five of the hottest SEO trends you can expect to see in 2017.
  • A 12-Point B2B Positioning Health-Check
    This B2B positioning health-check will tell you how effective your positioning really is. And it'll help you overcome preconceived notions about positioning effectiveness and give you a proven way to perform a realistic assessment.
  • Paid vs. Organic Traffic: Which Generates More (and More Qualified) Leads?
    In the debate of paid traffic versus organic traffic, which wins? Is that even the right question to ask? Here are some lessons learned from a recent campaign.
  • How Online Communities Can Help You Market Throughout the Customer Journey
    Along their buying journey, customers are often in uncharted territory, stressed and disoriented. Your job is to keep them on track to reach their (and your) desired goal. Various types of online community can help.
  • Three Ways to Make Influencer Marketing Authentic Again
    Influencer marketing hoped to reclaim authenticity in advertising by influencing the conversations consumers are already having with experts and one another. Along the way, it strayed. Here's how it can reclaim authenticity.
  • Five Steps to Integrating Your Blog, Social Media, and Email Marketing
    How do you unify efforts with different team members, initiatives, and strategies for your blog, email, and social media marketing? You need a content strategy that accounts for each channel. These five steps will lead you to a cohesive cross-functional marketing plan.
  • Four Ways to Select the Right Conference for You to Attend
    Never sit through another irrelevant keynote again... Learn how to spot the next big-name speakers—and gain truly useful information—instead of paying too much for the same-old faces.
  • Marketing ROI: How to Get Actionable Insights From Google Analytics
    What Google Analytics data should marketers home in on to help executives understand the impact of marketing content and online efforts on delivering value through the sales funnel?
  • How to Thank These Five Important Types of Customers During the Holidays
    Don't spam your contact database with generic holiday email greetings; they will be ignored, your time will have been wasted, and your brand will lose credibility. Instead, make your efforts count. Here's how.
  • How to Use the Six ABM Processes to Align Sales and Marketing and Drive Real Results
    Account-based marketing is built on six processes that flip the focus from generating leads to courting the companies you want to do business with. An added benefit: total sales and marketing alignment.
  • Four Steps to Increasing Customer Retention and Loyalty With Social Media
    Here's how to apply loyalty best-practices to your social media marketing to increase customer retention and long-term loyalty.
  • Online Marketers Need to Embrace Personalization: Here's Why and How
    You've found yourself in the midst of the most crowded market imaginable—online content. The best shot you have at attracting and maintaining audiences is relevancy. And the foundation of relevancy is personalization. Embrace it.
  • Five Mistakes You Can't Afford to Make in Your Refer-a-Friend Program
    Marketing has readily accepted the power of referral programs. Their reach, trust factor, and ability to target the right people combine to quickly and effectively boost customer acquisition. But some common mistakes undermine success.
  • Top 4 Things You Should Know on Your Journey to Content Marketing Success
    Finding your way to content marketing success is not always easy. Here are four lessons and a few secrets to help you on your journey.
  • Five Small Business Marketing and Retention Trends and ideas for 2017
    Traffic, acquisition, and sales have been critical priorities for marketers. Yet customer retention also plays a key role, though it is often neglected. Consider these marketing and retention trends and ideas as you finalize plans for the coming year.
  • Tips for Onsite Content Optimization With a Human Touch
    Here's real advice for optimizing your website in a way that is both strategic and natural. Learn how to avoid Google penalties for over-optimized content, and get best-practices and character limit guidelines for optimization.
  • How to Manage Your Google Search Console Like a Pro
    Google Search Console (previously Google Webmaster Tools) allows you to check your website's indexing status and to optimize its visibility for searchers. Here are issues you're like to face and how to deal with them.
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    Various ranking factors contribute to ranking your website and content high in search results, but the one that is seemingly ignored among them is consistently identified as the one with the biggest impact: links.
  • 'Enriching Benefits': Why Consumers Love Brands That Make Them Feel Like Good People
    "Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to action and engendering loyalty toward the brand.
  • Eight Missed Opportunities in Your B2B Content
    What really motivates buyers to act? When using content, many B2B companies struggle to engage buyers. Here are eight engagement tactics that work, according to research, but marketers use them too infrequently.
  • Buyer Personas: How Much Detail Is Too Much?
    At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Here's what we really need to know about our prospects to motivate them to respond.
  • Four Ways to Take Full Advantage of Email Marketing With Advanced Analytics
    Email marketers don't often go too far beyond conversion-, click-, and open-rate data. Yet, to create email campaigns that engage your subscribers and increase ROI, you'll need to.
  • Four SEO Tips to Apply to Your E-Commerce Website Today
    The success of an e-commerce store can be determined by whether it generates enough quality traffic that ultimately turns into sales. SEO can effectively drive traffic for all websites; e-commerce, however, presents unique challenges.
  • Four Ways for SMBs to Successfully Apply Marketing Operations
    In the world of marketing operations (MO), words like "enterprise" and "scale" are common, but we rarely hear "small business" enter the conversation. Ironically, small and midsize businesses (SMBs) need MO the most if they are to grow into the company they want to be.
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    Content that not only works but also makes users want to share it? It's possible when you understand the basics of contextual marketing.

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