How Content Can Create a Self-Sustaining Customer Referral Engine
April 30, 2018
Bethany Johnson
Don’t be tempted to celebrate wins in your conventional sales and marketing funnels. Those “conversions” should only be the start. What you do next matters more – and that next step should be to build super users.
The 1-2-3-4 Content Strategy to Drive Leads From Instagram Marketing
April 27, 2018
Catalin Zorzini
Instagram isn’t the most obvious choice for lead-gen, as it allows only one clickable link from your profile page. Yet some brands rack up impressive numbers of Instagram-driven opt-ins. Read on to find out how your brand can, too.
Are Buyer Personas Just Nicer Words for Stereotypes?
April 10, 2018
Ann Gynn
Are personas the same as stereotypes? Whether it’s soccer moms, NASCAR dads, or lazy millennials, marketers draw conclusions. Now, 10 marketers share how they view personas and stereotypes in their audience development.
An Alternative Approach to Developing Content Marketing Personas
April 3, 2018
Robert Rose
Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas.
How the Best Newsletters Get – and Keep – Readers’ Attention
March 13, 2018
Marcia Riefer Johnston
How do you create a newsletter so compelling people not only subscribe to it but also look forward to receiving and reading it? Scott Monty has a few thoughts on this challenge based on his expertise and his own perusing.
How to Grow Your Audience From Zero to Millions in Less Than 5 Years
February 22, 2018
Marcia Riefer Johnston
If your brand is struggling to build an audience (or just wants to boost your efforts), take note of the Quartz team experience in this case study. It starts with thinking of your content marketing team as a media company within the brand.
How to Stop Acting Like a Marketer and Start Acting Like a Publisher
January 18, 2018
Marcia Riefer Johnston
How do traditional marketers make the switch from a marketer’s mindset to a publisher’s one? Intel iQ’s head of publishing and managing editor explain how their team did it over a five-year evolution.
How to Better Understand the Size and Composition of Your B2B Audience
December 14, 2017
Jeff Herrmann
Do you know if you’re wasting great content on the wrong people? If you want a more valuable audience, use proven audience measurement methods to better understand the size, composition, and preferences of your audience.
Are You Ready for Content Marketing in 2018? 60+ Predictions
December 12, 2017
Joe Pulizzi
What changes are content marketers likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute’s 10th annual e-book of content marketing predictions.
How to Adopt a Customer-Centric Strategy for Your Content
November 30, 2017
Marcia Riefer Johnston
If products hog the spotlight in your content, opportunities are missed to build customer relationships and revenue. Learn how one company’s customer-centric content framework led to better results for the business and its customers.
5 Steps to Improving Subscriber Data for More Personalized Emails
November 26, 2017
Cathy McPhillips
If you want a more valuable audience, you must know more about your subscribers than just their email address. Learn how CMI gained robust data for almost 50% of its subscribers, and how it used that information for the better.
What to Do After You Press Record: A Formula for Videos People Love
November 8, 2017
Marcia Riefer Johnston
People are flocking to Amy Schmittauer’s YouTube series, Savvy Sexy Social. Why? Her popularity comes, at least in part, from her discovery of a formula for making videos that people love. Here’s her nine-part formula.
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