A consumer group now too powerful for any brand or company to ignore, digital natives are self-ordained experts accustomed to sharing their opinions with the world. They tend to have significant influence, money and decision-making power. Here are the essentials on the habits of digital natives and how to tailor your content to interest and influence them.
According to CMI’s recently-released B2B marketing study, marketers’ biggest challenge is in producing the kind of content that engages their prospects. Heidi Cohen shares seven actionable tips for creating content that not only stands out from competing messages and pulls customers in, but also engages and informs them at each phase of the purchase process.
This recent case study shows how Sun Life Financial developed a highly effective content marketing strategy that successfully attracted and converted new customers with engaging content that focused on customer concerns and education, through the creation of an editorial sub-brand, Brighter Life.
If you had the opportunity to attend Content Marketing World, or if you’ve been following this blog and checking out all of the amazing videos from the event, you may have lots of ideas on how to improve your content marketing. However, many organizations fail to see ROI from their content marketing because they don’t [...]
There is no shortage of articles on buyer profiling and personas on the CMI blog, but today I’d like to take that process one step further and show you how to improve the effectiveness and performance of your website by incorporating your buyers’ needs and wants into your website’s content architecture.
Building a content factory requires the right attitude in addition to an effective system for generating authentic stories that focus on the problems of customers and clients. That’s how AJ Huisman (@AJHuisman), Marketing Director from Kennedy Van der Laan, a legal firm headquartered in Amsterdam, led off his presentation near the end of the first [...]