By Marcia Riefer Johnston published November 2, 2017

How to Use How-To Content to Create and Retain Loyal Customers

Too many marketers fail to create content for the bottom of the funnel. But content for people who are on the verge of buying, who have just bought, and who are between purchases is essential. Learn how outdoor retailer REI does it. Continue reading

By Marcia Riefer Johnston published October 26, 2017

8 Rules for the Startup Marketer (or Anyone Who Wants to Think Like One)

If you work in a big, established company, a presentation on being a marketer on a small team may not seem to apply to you. But the wisdom extends to anyone who wants better flexibility and performance. Continue reading

By Marcia Riefer Johnston published October 19, 2017

Why Savvy Marketers Close the Pre- and Post-Sale Content Gap

Do your presales and post-sales content teams coordinate efforts for maximum benefit? Or are you like most brands? Presales teams sell. Post-sales teams explain. Rarely the twain shall meet. It doesn’t have to be that way. Continue reading

By Carlijn Postma published October 15, 2017

How to Take an Audience-First Approach to Your Content

Too often brands don’t spend enough time thinking what their audience wants. Follow the 12 steps of the hero’s journey, reframed as an audience journey, to better align your content with the real needs and wants of your audience. Continue reading

By Marcia Riefer Johnston published October 12, 2017

What to Consider When It’s Time for New Marketing Technology

Considering a new marketing technology? Your first step has nothing to do with technology. Assess your processes and address any issues. Then research the tech options, seeking the simplest solution, and ask questions. Continue reading

By Andy Betts published October 11, 2017

The Future of Content and SEO: 5 Trends Every Marketer Needs to Know

Wouldn’t it be great if you could turn your brand into a content powerhouse of the future – today? You can. Start with adapting to and adopting these five trends now before the audience leaves your brand behind. Continue reading

By Rebecca Bakken published October 5, 2017

How Topic Modeling Can Strengthen Your SEO and Content Marketing Strategy

Researchers strongly believe topic modeling is a key component of Google’s algorithm. Learn what topic modeling really is and how to do it (manually or automated) to identify opportunities for content that outperforms your competition. Continue reading

By Marcia Riefer Johnston published September 28, 2017

How to Make Your Content More Relevant in Search: 3 Lessons From Big Data

What’s the next best thing to having Google sit down next to you, gaze over its glasses at your screen, and tell you how to improve the visibility of your web pages? Listening to Searchmetrics founder Marcus Tober. Continue reading

By Marcia Riefer Johnston published September 21, 2017

A Step-by-Step Process for Scoring Your Content

Think of a piece of content your team published recently. On a scale of 0 to 100, how would you rate it? And how would your rating help your company? Consider the method that Red Hat devised for scoring content performance.
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By Aaron Agius published September 19, 2017

Why Your Content Marketing Team Needs a Developer

As your content marketing team grows, you’ll want to bring in a developer to minimize your leaning on the IT department, make complex projects easier to take on, and better streamline your content production. Continue reading