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Editor's note: This post was originally published in 2013 and has been updated to be more current and comprehensive. 

The term doublethink was pioneered by George Orwell in his dystopian masterpiece 1984. In it, an alternate England is enslaved by the totalitarian Party, headed by the omnipresent Big Brother.

To maintain power, the Party invents Newspeak, a reductionist language that eliminates the ability to express complex thought.

Doublethink is the result: the ability to believe two contradictions without question. In 1984, doublethink is everywhere: citizens believe they’ve been perpetually at war with another country one day, perpetually at peace the next. It’s also present in the Party’s slogan: “War is peace. Freedom is slavery. Ignorance is strength.”

That world may be fictional, but doublethink is real—and it’s destroying your content creation efforts.

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If you’re interested in growing your business, then lead generation campaigns are a must.

It’s not surprising that marketers are obsessed with leads. In fact, “53% of marketers say half or more of their budget is allocated to lead generation.”

These campaigns come in the form of gated content offers like survey reports, coupons, free events, job applications, and much more. There’s no shortage in creativity, so why the shortage in leads?

After hours of production, are you dedicating ample time and resources to promotion?

Below are ten tactics to distribute your offer, and capture more leads.  

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From changes in algorithms to new features, social media is constantly evolving. It can be a full-time job staying up to date with Facebook, Instagram, Twitter and the like.

However, with these challenges come opportunities for brands to grow their fan base and leverage audiences like never before.

The key to keeping up? Agility—being able to move quickly, nimbly and easily.

Below we highlight four brands that are taking their social media presence to the next level through agile marketing. Marketers, these tips can breathe life into your company’s social media strategy.

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Picture this: you’ve just launched the most robust, creative lead generation campaign yet. The gated asset is evergreen and useful, and the promotion is creative and clickable. You’re probably feeling pretty good (rightfully so); but, the work is far from done.  

The most successful performance-driven marketers are always tracking, reporting and adjusting in real time. They let the data tell a story, and if need be, change the narrative as quickly as possible. In fact, regular reporting may be the most critical piece of a marketing strategy.

Taking a step back (and in case you missed the first two posts in this series), top marketing minds weighed in on building truly performance-driven strategies. The first step is gaining executive buy-in and the second step is more intelligent goal setting. In this final installment, the experts address the importance of campaign reporting. Read on to see what they have to say.  

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Have you ever experienced writer’s block? If you’re a content marketer like me, chances are you have. 

Fortunately, there are ways to overcome this blank page problem, but first—let’s take a step back. 

The earliest signs of content marketing date back to 4200 B.C. in cave paintings. Marketers have been telling stories to drive engagement and generate leads for years in some form or another. But, the future of marketing resides in the hands of those creating compelling content that inspires action. 

The rest? Well, it's just noise.

According to Hosting Facts, more than two million blog posts are published every day to the web. Knowing this, it’s imperative for content marketers to tap into their creative side to develop content that attracts and retains key audiences. But how you ask?

Follow along for four tips and tricks to get your creative juices flowing inside (and out) of the office to help your content breakthrough the overwhelming noise and reach the most relevant audiences.

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This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. 

Because AI is such a hot topic, everyone is talking about it. But not every commentator has a solid grasp about what AI technologies can and cannot do. This leads to some serious hype about AI’s capabilities and potential. When this hype invariably proves incorrect or incomplete, marketers discount the opportunity presented by AI (and understandably so).

In reality, AI can’t do everything, but it is already transforming business as usual in marketing and sales. And marketers need to pay attention.

Marketing automation and CRM platforms like HubSpot, Salesforce and IBM are baking AI into their solutions. Polled by Salesforce, 3,500 marketing leaders say AI is the “leading technology” where marketers expect the most growth in the next two years. There has been a 4.6X rise in deals to AI startups in the last five years, according to CB Insights, from 150 companies in 2012 funded to 698 in 2016.

Marketing artificial intelligence is here to stay. The real question isn’t “Is AI a thing?,” it’s “What does the future of marketing look like in the age of AI?”

We’ve spent years experimenting with AI and learning about the potential direct from AI providers. And we’ve identified what we believe to be several significant trends that are going to define marketing’s near AI future.

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Inside the enterprise, driving change isn’t easy.

A true digital transformation requires a champion—one person who believes in the power of inbound marketing and is willing to take a risk on a new direction, methodology and technology. Here at PR 20/20, we call this person the enterprise change agent.

We’ve helped many change agents implement inbound marketing, and prove MROI to leadership. It doesn’t happen overnight, and every journey is unique. That said, their successes continue to inspire us. So we’ve decided to share their stories, starting with Jorge Solorio (@JorgeLubrizol), Americas Industrial Business Manager at The Lubrizol Corporation.

Jorge oversees the Americas business operations for the Corzan Industrial Systems brand at Lubrizol, and has played the pivotal role of change agent over the past few years. He began experimenting with inbound for Corzan Industrial Systems, a Lubrizol brand, in 2016. This included the creation of a simple, five-page Wordpress website and blog. In January of 2017, he partnered with PR 20/20 to continue building a case for digital transformation.

Read on to see how he used inbound to reach double-digit returns and drive international change.

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The Top 12 SEO Tools of 2018

Posted by PR 20/20 on April 26, 2018

Editor's note: This article was originally published on HubSpot and has been reprinted with permission.

There's nothing quite like a sudden Google algorithm update to leave marketers feeling equal parts confused and concerned. It seems like they wait for you to get all of your ducks in a row and then unleash an update that makes your efforts instantly obsolete.

Sure, they're pretty open about that fact that they're doing this for everyone's own good -- each algorithm tweak brings us one step closer to more relevant search results, after all. However, there is still some secrecy behind exactly how Google evaluates a website and ultimately determines which sites to show for which search queries.

That said, there are a number of tools out there -- some free, some paid -- that help you to look at your own site the way that Google sees it.

>>>Related resource: Stop wasting time on SEO strategies that don't work with the help of this free PDF guide 

These tools are critical to your organic search strategy because they allow you to focus on the elements of your site that Google deems important. In this post, we'll walk through 12 such tools that all help you run a site analysis like a marketer ... and a Google bot!

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Why are you partnering with a marketing agency? Chances are, you want to take marketing performance to the next level.

According to the 2017-18 Global Digital Outlook report from SoDA and Forrester Research, leveraging data to make smarter and faster decisions is marketers’ top strategy for growth over the next 2-3 years. But there’s a gap. According to the same report, 43% of marketers want stronger data capabilities from agency partners.

So, how do you determine whether you’re partnering with a data-savvy and performance-driven agency? Consider the below checklist a starting point.

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The role of marketer and data analyst have become intertwined.

Thanks to more intelligent systems (think HubSpot) and insight into consumer behavior at every step of the buyer’s journey, marketers have the power to apply these learnings and create truly personalized, relevant experiences.

That’s why the most impactful marketing strategies are data-driven.

It’s a simple concept, but it’s not a simple process. In fact, a recent survey from CMO Council and RedPoint Global found that “...only 7 percent of the marketers surveyed early this year say they deliver real-time, data-driven engagements across both physical and digital touchpoints.”

So how can marketers turn the tide, and create more impactful performance-driven marketing strategies?

In case you missed the premier post in this series, the first step (according to the experts) is to align expectations—from marketing to leadership. The second step is more intelligent, intentional goal setting. Read on for tips from the experts to reinvent the way your team approaches goal setting, and ultimately develop strategy that drives bottom-line results.

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