Content From the Most Trusted Voices in B2B Marketing
Get expert advice on content, branding, strategy, digital marketing, demand generation, and much more...
Why Marketing Needs to Cultivate Conversation and Community: Revisiting 'The Cluetrain Manifesto'May 30, 2023
Sometimes all the cool martech available can obscure the fact that marketing is about connecting with people and having conversations. In this article, our resident Nicolas Cage expert dives into community-building.
Color Wheel Theory: Your New SEO Content FrameworkMay 26, 2023
Content SEO can be overwhelming, especially when populating a website with relevant posts. Visualizing your pages as topic hierarchies, as in the color wheel theory framework, can help.
How to Design a Customer Health Score: Seven Focus AreasMay 25, 2023
How do you analyze your company's customer success to find out what areas need improvement? This article offers an effective "recipe" for understanding customer health.
Generative AI Can't Create Great Marketing, But It Can HelpMay 24, 2023
Countless companies and marketers are using generative AI to write blog posts, emails, articles, and other forms of content. The robots can help your marketing. Just don't use it as a replacement for authentic messaging.
Better Writing Will Not Fix Your Content. Here's What Will.May 23, 2023
There's a reason we don't write poetry to convince prospects to buy our products (although how fun would that be?). B2B content needs a lot more than beautiful writing to work the way it's supposed to.
Product Line Strategy: Five ApproachesMay 19, 2023
If you're responsible for a company's marketing strategy, one of the main issues you'll face is how to manage multiple products (or services) for the future as well as maximize product opportunities in the present. It turns out there are various approaches to solving that problem, but each has its pros and cons.
Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics InsteadMay 18, 2023
The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.
How Author Authority Affects Search RankingsMay 17, 2023
Google may have retired its official authorship markup, but that doesn't mean a creator's authority no longer matters. This article explores why including author information on a webpage can boost its ranking.
How to Find and Nurture the Entrepreneurs in Your CompanyMay 17, 2023
Your organization's greatest innovations have yet to be discovered. Who's going to discover them? Your sales team's entrepreneurs. So, find and nurture your brightest problem-solvers. Here's how.
How to Survive the Cookieless Future: Refocus on Your Owned Media StrategyMay 16, 2023
Taking control of your owned media will help your organization transition more smoothly into the coming "cookieless" world. Learn what that means, and how to do it.