• 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. 

  • 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.

  • 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.

  • Simple HTML & CSS Tips for Landing Pages & Blog Posts

    A polished landing page or blog post can mean the difference between conversion and lost opportunity. Even the most advanced CMS platforms will have limitations, and at times, misplaced styling or bugs can disrupt your page. Fortunately, even a cursory understanding of HTML and CSS can help to overcome these issues, and give you greater flexibility in how a landing page or blog is presented. 

    In this post, I’ll walk you through how to navigate the HTML window available in your CMS, and how to apply some styling not necessarily available through your CMS editor. 

  • Check Your Pulse on LinkedIn’s Publishing Platform

    LinkedIn is in the process of rolling out Pulse, the network's content-publishing platform, to all of its members. With 30,000 average views per post for LinkedIn's influencer program—even a fraction of that reach is great potential for everyday thought leaders (and their brands). Thinking about how to take advantage of Pulse? This post outlines a few considerations as you add another platform the the marketing mix.  

  • 3 Ways to Spice Up B2B Content—With Examples

    Just because you’re a B2B organization (or market for one) doesn’t mean you have to be boring. In fact, because B2B is stereotypically dull and uninteresting, the content that defies those stereotypes shines all the brighter.

    Here are three ways to spice up your B2B content and do just that—along with examples of who’s doing it right.

  • How To Power Content Marketing Productivity & Creativity

    Forces outside our control, and beyond our capacity, often lead to stress-induced, inefficient writing. The 2014 CMI Benchmark Report (B2C) found “lack of time” to be marketers’ biggest challenge this year (57%), followed closely by “producing the kind of content that engages” (51%). “Producing enough content” ranked fourth (45%).

    Luckily, there are ways to refocus content efforts across your team, relieve all three of these challenges, and perform at optimal efficiencies company-wide. Here are three tips to make the most of your content productivity.