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

Brands that understand the value of partnerships with influencers are prioritizing the repurposing of influencer-created content. But extending the life of that content comes at a price, which is something marketers should be mindful of when beginning a partnership. Here are the important things you need to know.

CONTENT TYPE: Article | TOPIC: Customer Loyalty | ELEMENT: Create

Considering the $350 billion combined spending power of Millennials and Gen Z, brands have made it a priority to reach them, motivate them, and inspire loyalty among them. But how? Here's what a panel of experts from Facebook, Airbnb, Lyft, Ellevest, and InterQ Research suggested marketers do.

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

Experiential marketing has hit its stride. Once considered experimental or risky, it has now proven its legitimacy among major brands. So whether you're organizing an immersive pop-up, on-site virtual reality installation, or a live performance, follow these seven tips to achieve the ROI you're looking for.

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

Marketing controversial products or services—such as cannabis and cosmetic surgery—involves more than following rules and regulations. The legal and ethical landscape in those markets is dynamic, continually creating hurdles and challenges for marketers. Here are five marketing strategies to help educate consumers and build trust in controversial markets.

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

A thought-leadership program drives value and builds trust. But many marketers struggle to identify their unique industry perspective, and then to integrate it into their messaging, positioning, and content. These five steps will help you kick off (or elevate) your thought-leadership program.

CONTENT TYPE: Article | TOPIC: Customer Loyalty | ELEMENT: Strategy

Marketers have long sought to encourage brand loyalty, but their tactics are falling short. Marketers still make two big errors when using traditional loyalty tactics: trying to develop a relationship built on transactions; and not listening to consumers. Here's what to do instead, in three steps.

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

Millennials are expected to outnumber members of any other generation in the USA this year. How can savvy marketers make the most of this opportunity? What's the best way to reach out to the Millennial market? What kind of message is most likely to resonate?

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

Fortnite's live performances and Netflix's new ventures are evidence that younger audiences' expectations of content are changing: They don't want to just watch it, they want to experience it. What will be the next way to grab mass audiences' precious time and attention?

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

Today's consumers have endless options, so they expect you to compete for their brand love. That's why forging a genuine connection with them is so important: It will secure their loyalty.

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

Tradeshows, conferences, live events in general have become essential components of exceptional marketing strategies. No other medium works better to create an emotional bond between your brand and its customers and prospects. Of course, there are right and wrong ways to approach live events.

CONTENT TYPE: Article | TOPIC: Marketing Technology | ELEMENT: Create

For successful growth marketing, PR, and promotions, today's marketers need digital tools, including browser extensions, to bring their marketing communications strategy to life. Check out these top digital tools and Chrome extensions.

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

Google will begin to add podcasts to search results. Soon, podcasts won't have to rely on Top 100 lists and word-of-mouth to be discoverable. This development will fundamentally change the medium. Here's what you need to know.

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

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Yet, despite all the effort they put in, companies repeatedly make easily avoidable segmentation mistakes. Here are five common ones, along with tips to avoid them.

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

What can you really achieve with a solid email marketing strategy? What is a realistic email goal for your business? This article walks you through four real-world examples of businesses that set goals and used email to achieve them.

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

Digital brand communities have grown in popularity, so it makes sense to explore some high-profile examples. A community's landing page is an important building block of an engaged, growing community. It's what draws people in. Draw inspiration from these 10 examples.

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

Even when you create a great piece of content, it might never be seen if it's not promoted and shared. Promotion is critical to the success of your content strategy, in general. To ensure your content gets seen and generates leads, use these 10 unpaid, organic content-promotion tactics.