By Clare McDermott published December 15, 2017

How Tom’s of Maine Found Success in Micro-Influencer Marketing

toms-maine-micro-influencer-marketing

Influencer marketing is about growing your audience and leveraging the voice of well-connected people … but using influencers with the biggest audiences isn’t always the answer.

Tom’s of Maine uses a micro-influencer model to get the word out about its line of natural products. Bridget Burns, community manager for Tom’s of Maine, explains in this Q&A how micro-influencer marketing works for a brand that values substance over sizzle. (Bridget left Tom’s of Maine in September 2017 after this interview was complete.)

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By Jeff Herrmann published December 14, 2017

How to Better Understand the Size and Composition of Your B2B Audience

better-understand-size_composition-b2b-audienceIn my corporate days, I asked this question of the marketing team on a weekly basis: “Who are these 20,000 people in our email newsletter database? Do they even fit our ideal client profile?”

I’m embarrassed to admit, instead of pushing for the answer, we stayed on the hamster wheel churning out a weekly newsletter featuring one staffer blog post, two curated industry articles, and one marketing meme. No wonder our click-through and open rates were low and never budged.

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By Julia McCoy published December 13, 2017

How to Robot-Proof Your Job as a Content Creator

By TJ Leonard published December 12, 2017

Stock 2.0: What Savvy Marketers Need to Know About the Changing Rules of Visual Content

By Joe Pulizzi published December 12, 2017

Are You Ready for Content Marketing in 2018? 60+ Predictions

By Michael Schreiber published December 11, 2017

Content Syndication: More Than a Traffic Boost

By Jonathan Crossfield published December 8, 2017

The Murky World of Influencer Marketing: How Non-Disclosure Can Hurt Your Brand

By Marcia Riefer Johnston published December 7, 2017

Less Brand, More Identity: The Zombie Business Cure

By Lisa Murton Beets published December 6, 2017

Are B2C Content Marketing Teams Getting What They Need to Succeed? [New Research]

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