Editor’s note: Given the complexity around tech in content marketing, we’re sharing conversations with thought leaders to bring greater understanding.

Too often, SEO is an afterthought – a technique for complementing or enhancing content creation and distribution. But failing to plan for search up front can be a big mistake.

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Editor’s note: Technology is essential to content marketing success. But the complexity around tech selection and use often leaves businesses struggling to keep pace with innovation. To bring clarity and understanding, we’re sharing a series of conversations with thought leaders in this space.

Algorithm shifts leave marketers with a dim view of the search landscape. Audience and business priorities evolve constantly. No wonder B2B businesses are challenged to find tech solutions powerful enough to deliver current performance goals while remaining adaptable enough to accommodate new priorities as they emerge.

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Think your business has what it takes to become influential on Instagram? It could all depend on your ability to build a relevant and passion-driven story around the messages you share there.

On the surface, content marketing on Instagram seems straightforward: Create a profile and post your business’s best visual content assets with a caption and a strong call to action. If what you’re sharing is interesting and useful, your brand’s presence helps nurture those photo fans into a loyal band of engaged followers.

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Did you watch this year’s Emmy awards? I slogged through it in hope of finding some inspirational messages about storytelling.

I came away disappointed, save for this gem from Alex Borstein, who won best supporting actress in a comedy for her role in The Marvelous Mrs. Maisel.

Alex told a brief yet poignant story of her grandmother “Nudgy,” who escaped near-certain death in a Nazi concentration camp by asking one question: “What happens if I step out of line?”

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Editor’s note: Technology is essential to content marketing success. But the complexity around tech selection and use often leaves businesses struggling to keep pace with innovation. To bring clarity and understanding, we’re hosting a series of conversations with thought leaders in this space.

Marketing automation is often viewed as a panacea for all of a content marketer’s greatest challenges. After all, these solutions offer tremendous potential to scale your content creation and delivery, engage audiences at the precise moment of intent, continually track and optimize your content’s performance, and even integrate with artificial intelligence technology to provide added insights to shape your strategic decision-making.

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Editor’s note: Technology is essential for content marketing success. But the complexity around tech selection and use often leaves businesses struggling to keep pace with innovation. To bring clarity and understanding, we’re embarking on a series of conversations with thought leaders in this space.

Generating demand for your products and services is what great content marketing is about. But it’s not necessarily easy. Delivering high-quality content that drives action takes a lot of time and a consistent effort. With so much competition around, promising leads can suddenly drop off your radar – and out of your purchase funnel – at any given moment for a zillion reasons.

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Editor’s note: If you don’t evaluate its effectiveness, how do you know your content’s value? That’s why we’ve updated this guide to help you measure your content marketing program.

No matter how creative, memorable, or popular your content is, every asset will be judged by the impact it makes on your business’s bottom line.

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Editor’s note: The essentials of content marketing always evolve. That’s why we’re updating our go-to how-to guides on strategy, planning, and creation. Today we refresh the distribution version. And the next – and final – one is measurement. 

No matter how much time and care you put into building your strategy, outlining your editorial plans and processes, or crafting persuasive, engaging, high-quality copy, your brand’s potential for success often lives or dies by your distribution and promotion choices.

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