By Ann Gynn published August 1, 2014

Content Marketing Personalization: When and How to Use It

fingers grabbing dandelion fluff-sepia imagePersonalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it, according to Scott P. Abel of The Content Wrangler. 

Nearly all B2B organizations (95 percent) make some attempt to segment their content based on their audience, according to CMI’s 2014 B2B Content Marketing research report. The top five ways cited include industry trends, profiles of individual decision-makers, company characteristics, stage in buying cycle, and personalized content preferences. 

Yet, personalization is difficult to do in content marketing, says Rebecca Lieb of Altimeter Group. “Content marketing tends to be both longer-form and much less automated than other types of personalized digital marketing, such as email and banner ads.”Continue Reading

By Dianna Huff published July 31, 2014

3 Reasons Why Online Content Can Leave ‘Above the Fold’ Behind

folded newspaper-sepia image“My home page content isn’t above the fold,” said Sandi McCann, Founder and President of HomeCare of the Rockies.

Recently, Sandi, Rachel Cunliffe (President of Cre8d Design), and I were doing one last look-through of Sandi’s new website, when she said this.

“The pictures take up a lot of space,” said Sandi. “I want people to see my content. It has to be above the fold.”

As soon as Sandi said she wanted her content “above the fold,” my immediate response was, “Which fold?” Given that her website was designed to be responsive, where content appears depends on what device the reader is using. Continue Reading

By Britt Klontz published July 30, 2014

Unify Your Content Marketing Strategy With a One-Stop Resource Center

By Robert Rose published July 29, 2014

Rocking The Digital Asset Management Stage of Content Marketing

By Heidi Cohen published July 28, 2014

9 Content Curation Ideas for Bulking Up Your Editorial Calendar

By Renato Beninatto published July 27, 2014

5 Steps to Global Content Curation That Reaches Your Gooooaaal

By Joe Pulizzi published July 26, 2014

This Week in Content Marketing: Weird Al’s Diabolically Brilliant Strategy

By Jodi Harris published July 25, 2014

How to Make Content Creation a Benefit for Your Team—Not a Burden

By Arnie Kuenn published July 24, 2014

Play Ball: How Your Content Marketing Plan Should Load the Bases

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