• Want Your Content to Succeed? Ask Yourself These 5 Questions.

    The top problem marketers face is limited resources. Most valuable among them is time. That means time spent on content should be focused on what will produce the greatest return on investment.

    This post will dive into how to prioritize content based on organizational goals, target buyer personas, the customer journey, the content’s longevity and more.

    Ask yourself—or your editorial team—the following questions before adding content topics to the production queue. For those that fall flat, it’s back to the drawing board. 



  • 2014 Digital Marketing Conferences [Downloadable Database]

    Ever go to the grocery story without a list? I don’t recommend it. 

    Much like the items in a grocery store, there are an increasing number of marketing conferences to choose from, in different cities, at different price ranges and that cover a variety of topics. How do you choose which one is best for your team to attend?

    Our 2014 digital marketing conference database is your marketing event grocery list, designed to help you navigate the options, and decide which are beneficial to attend.



  • You Should Have a Thought Leadership Strategy. Here’s Why.

    Content has become the focal point of marketing, whether in the form of blog posts, social updates, emails, web pages, text messages or mobile apps. 

    To excel in B2B content marketing, you need a solid understanding of your buyers combined with subject matter expertise. Marketing research will get you halfway there, but you need your subject matter experts to go all the way.

    That’s why thought leadership is such a logical extension of content marketing—it positions your company, and its employees, as experts through the production of high quality content. Here’s how to develop your internal thought leaders. 



  • Come Up With More Marketing Ideas—Faster

    You’re a marketer. You need to come up with ideas. Lots of them—whether it’s content topics, creative new ways to generate leads or innovative customer loyalty incentives. And you’re probably not generating ideas as effectively as you could be. This post will teach you one approach to finding ideas and inspirations, capturing them for future reference, and generating your own great ideas.



  • Key Takeaways from Brands Getting LinkedIn Content Right

    In February, LinkedIn opened its publishing platform. And it’s no surprise to LinkedIn fangirls like me that it’s going well.

    I’ve seen its progression from the Influencer program to its publishing platform open to the public to the launch of its new scoring tool. I’ve written and read a lot of posts; I’m getting a good idea of what’s working and what’s not.

    In this guest post, Influence & Co President Kelsey Meyer whittles down the best three articles on LinkedIn publishing to give you the most important takeaways.



  • Is Your Blog Violating Copyright Law?

    We’re all publishers. Blogs and social networks have made it easier than ever for companies and individuals to be heard. Yet, with this opportunity comes great responsibility.

    Everything we publish must withstand both legal and ethical standards, or we risk diminishing our brands and even our pocketbooks.

    In this post, we discuss copyright basics, and how you can protect both yours and others’ intellectual property.



  • Why Guest Posts Belong in Your PR Strategy

    Pitching guest posts and byline articles is as important of a strategy as pitching a news tip or story idea. With many media outlets experiencing shrinking editorial budgets, it’s an opportune time for companies to draft and contribute quality content.



  • Beyond the Close: Build a Customer Loyalty Program

    Study after study shows that existing customers are a company's most valuable asset. Marketing Metrics found that the likelihood of making a sale with a current customer is 60% to 70%, while selling to a new prospect is only 5% to 20%. MarketingProfs reported that loyal customers spend about 10 times more during their lifetime. Build a deep brand bond with a solid customer loyalty program.



  • The Blog Post You Just Wrote Is Worthless

    The lifespan of a content piece in the attention economy is nasty, brutish and short.

    Website visitors skim; they rarely read. When they do, they don’t finish. In either case, they click away—and take their attention and dollars with them.

    That makes your headline the first, and most important, step on the path to conversion. And make no mistake: content’s goal is to convert, whether you want a reader to keep reading, take action, click to learn more or submit a form.



  • Align Marketing Technology for Lead Scoring Success

    Low lead volume. Unqualified leads. Overworked sales reps, high cost of customer acquisition (COCA) and lackluster ROI.

    Sound familiar?  

    Sounds like your organization needs lead scoring—stat.

    Lead scoring is the process of applying values to lead activities and attributes, to better qualify marketing-generated leads for the sales team, and often requires the help of marketing automation technology such as HubSpot, Eloqua, or Marketo.

    Already have one? Great. But hang on a minute. Before diving headlong into a lead scoring discussion, here are actionable steps you must take to align technology and resources for lead scoring success.