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CONTENT TYPE: Article | TOPIC: Marketing Strategy

Marketers are storytellers, and storytellers create character sheets to ensure they know their fictional cast members inside and out. The marketing equivalent? Buyer personas. Here's why they work and how to create them.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

If you don't continually invest in business development to keep potential clients in the marketing funnel, your brand might as well not exist. Don't let that happen. Ensure you aren't making these six mistakes.

CONTENT TYPE: Article | TOPIC: Content

Data this, metrics that... it can be hard to harness basic creativity in the current marketing environment. This article argues for a return to design and a focus on interactive content to break up the monotony.

CONTENT TYPE: Article | TOPIC: Demand Generation

The version of progressive profiling that most marketing automation companies espouse merely collects more data on prospective customers. But more data isn't enough. What you need instead is an understanding of those potential customers based on their behavior so you can significantly increase your chances of closing a sale.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

When you're about to spend money on something, chances are you look up reviews of it first. But reviews and ratings aren't useful to buyers alone. Marketers can learn and benefit greatly from taking reviews into account.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions

Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.

CONTENT TYPE: Article | TOPIC: Marketing Technology

Too... much... technology... It's time to rethink how your martech stack works and which parts of it are really necessary. Your revenue depends on it.

CONTENT TYPE: Article | TOPIC: Career Management

Everyone's quitting their jobs! Or so it seems. In-house marketing teams are rare enough, so how do we keep marketers from leaving and making them even more rare? This article presents some ideas.

CONTENT TYPE: Article | TOPIC: Content

Topic clusters arranged around a pillar page are SEO-friendly as well as helpful for keeping your website visitors from hopping off to learn more somewhere else. Here's how to create a topic-cluster content plan.

CONTENT TYPE: Article | TOPIC: Mobile

The mobile app market may seem like an unruly landscape at times. But as is the case with every market, tapping into it requires research and competitive analysis.

CONTENT TYPE: Article | TOPIC: Websites

Clicking "accept cookies" is an annoying but necessary step in the modern Web browsing experience. This article covers how to construct a site banner that is both compliant and (relatively) pain-free.

CONTENT TYPE: Article | TOPIC: Content

Your case studies are probably boring, but don't panic. It's not the cases that are the problem; it's the way you're presenting them. Fix it with this four-step cure.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

NFTs have had a strong debut as one-of-a-kind collectibles, but forward-thinking brands will organize around how they can take advantage of this new class of technology to mobilize customers and engage communities.

CONTENT TYPE: Article | TOPIC: Management

As an agency, you have more than just the smarts to help your clients with their bottom line; You have the means to prove marketing's value to the business—and showcase your own awesomeness.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Give personality to a software feature. Provide an epic tale with a product update. Even business buyers are swayed by stories, which bring emotion—and humanity—to your brand.

CONTENT TYPE: Article | TOPIC: Content

So you've just crafted a beautiful blog post bursting with metaphors and emotion and elaborate language. Done! The sales should roll in. But that's not quite how persuasion works. Check out this article to find out what does.

CONTENT TYPE: Article | TOPIC: Marketing Technology

A well-functioning martech stack should be like a five-layer burrito—a worthy set of ingredients by itself that makes for an even better combination. Here's what modern marketers have been putting into their "burritos."

CONTENT TYPE: Article | TOPIC: Marketing Technology

Mundane tasks taking up your time? Overwhelmed by data? Good news: there's an AI-based tool for that.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's easy to assume everyone has equal access to Internet content. But a lot of design and development practices make that access difficult or impossible for people with disabilities. Here's how you can make your content more accessible—and more useful for everyone.

CONTENT TYPE: Article | TOPIC: Email

It's hard to remember a time you could open an email and not be assaulted by buttons and graphics and neon colors. Is there any place for boring typeface in the marketing world anymore? Perhaps. Here are some situations when plain text is effective.