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  • Forget the Funnel: Join the Buyer's Journey With Lifecycle Marketing Instead

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation | ELEMENT: Strategy

    Are you still using the sales funnel as your model for marketing? Stop. There's a better, far more accurate way that also aligns with lead nurturing and trust-building via content marketing. It's lifecycle marketing, and here is how it works.

  • Nine SEO Trends to Keep Pace With in 2019 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Search | ELEMENT: Create

    Your website is how customers find your business—and how you find customers. Which is why your site must be search-optimized. But search algorithms evolve quickly. You need to keep pace with SEO trends. This infographic helps you do that.

  • How to Align Sales and Content Marketing Teams

    Article

    CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Management

    To get the maximum return on investment from their content marketing and sales teams, company executives need to create a culture that enables those teams to work together. Here's a three-step guide to creating that kind of company atmosphere.

  • The Most In-Demand Content Marketing Skills

    Chart

    CONTENT TYPE: Chart | TOPIC: Career Management | ELEMENT: Management

    Which hard and soft skills in content marketing are most in demand by employers? How does demand for those skills vary by how senior the positions are?

  • Five Ways to Make Your Digital Marketing Feel More Human

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Customer Loyalty | ELEMENT: Communicate

    You'd think we'd be naturals at this whole "talking to other humans" thing. After all, even though we're marketers, we never stop being customers ourselves, and we're more familiar than most with how brands grab our attention successfully (or not). Here's how our marketing can be more human—and more effective.

  • The No. 1 Rule and Four Essential Parts of High-Converting B2B Emails

    Article

    CONTENT TYPE: Article | TOPIC: Email | ELEMENT: Create

    Revisit the emails you sent to your B2B audience recently. How many ideas, emotions, and benefits did each message contain or refer to? How many possible responses could it have elicited? Chances are... too many! For high-converting emails, follow this rule instead.

  • Content Marketing Has Become Risky Business: How to Win in a Data-Driven World

    Article

    CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Plan

    Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

  • The Most Annoying Things About Brands' Content

    Chart

    CONTENT TYPE: Chart | TOPIC: Content | ELEMENT: Create

    What annoys consumers most about content from brands? Which experiences frustrate people most when consuming content, in general? Adobe surveyed 1,000 US consumers and found the answers to those questions.

  • Empathy Mapping for Marketing Content: What It Is and How to Do It Well

    Article

    CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Plan

    When writing for marketing, you need to connect with your audience. But first you have to understand who they are and what they care about. To understand what will motivate your potential customers, use empathy mapping. Here's how.

  • How to Integrate Influencer and Emotional Marketing to Improve Your Content Program

    Article

    CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Strategy

    All the digital channels and bells and whistles aside, your success as a marketer today still stems from using emotional marketing that understands consumers' needs and preferences. Now, with the emergence of influencer marketing, we can combine these two approaches in our content marketing to reach deep into our desired audiences.