By Wayne English published February 17, 2012

5 Ideas to Help You Learn More About Your Content’s Audience

Before you start to craft your content, you need to know what information your readers will want to see; what will command their attention. Here are five ideas to help you gather more information about your content’s audience. Continue reading

By Nick Kinports published January 19, 2012

Using Paid Media to Achieve Remarkable B2B Conversion Rates

How would you like to achieve a B2B conversion rate of 30+ percent? It can be done, as Nick Kinports explains. Find out how his company, lonelybrand, achieved this remarkable conversion rate for three different digital paid media campaigns. A great resource for those in advertising and public relations, and for B2B brands in general. Continue reading

By Heidi Cohen published January 18, 2012

Want to Create Content That Pulls Prospects In? Follow These 7 Tips

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. Continue reading

By Rachel Foster published January 10, 2012

How to Use Content to Engage & Convert New Customers: A Case Study

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. Continue reading

By Pam Didner published January 6, 2012

Creating a Powerful Global to Local B2B Brand Impression with Video: 5 Steps

Pam Didner shares how a 40-second video re-defined a U.S.-based home-office B2B brand to a globally-recognized name, using storytelling and the universal human experience as the content message. Continue reading

By Anna Ritchie published January 5, 2012

A Webinar Case Study in Using Social Media Channels for Content Distribution

Anna Ritchie shares her marketing team’s recent webinar promotion across four different marketing channels — LinkedIn, Twitter, Facebook, and blogs — specifically sharing how they effectively tailored their approach to best suit each of the social sharing platforms. Continue reading

By Carl Friesen published December 12, 2011

The 5 Types of Content That Grab Attention for the Best Content Marketing

Do you want to engage people’s attention, provide them with useful information and, in the process, change the way they think about your organization?  In my experience, there are five … Continue reading

By Jayme Thomason published November 30, 2011

5 Easy (Seriously!) Steps to Better Buyer Profiling

I’ve been trying to get more comfortable with speaking to groups. I took an excellent 3-week public speaking seminar last year to help me learn important things like posture, confidence, … Continue reading

By David Knight published November 7, 2011

4 Tips to Generate Awareness Through Your IT Content

There are no impulse buys when it comes to purchasing IT products and solutions. IT executives don’t find themselves in the grocery store checkout line deciding between a new company-wide … Continue reading

By Brody Dorland published November 1, 2011

Tips and Tools for Better Listening for Content Marketing

A recent post from Joe Pulizzi got me thinking about an important role within marketing teams that too many companies are overlooking these days. Joe calls this role a Chief … Continue reading