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Why Your Branded Content Shouldn’t Always Be About Your Brand

Creating branded content that doesn't specifically showcase the brand through its products or services can be a tricky prospect for many businesses, but experienced content marketers agree it shouldn't always be about your brand. Learn more about the benefits -- and blurred lines -- of developing non-promotional branded content.

The 3 Content Marketing Strategies Your Program is Missing

Recent CMI research found that many brands lack a documented content strategy. And it's not surprising then, that most marketers in that boat do not view their content efforts as effective. If your organization is in that category, find out 3 essential content marketing strategies your program is probably missing.

Content Marketing Framework: Target Audience

The only way we can maintain long-term success is to continually engage people. As with your content marketing plan, the evaluation of your different audiences (both inside and outside your organization) should occur regularly along your content marketing journey. Create your personas One of the tenets of content marketing is…

A Quick and Dirty Way to Segment your B2B Content Marketing

If you’re a B2B marketer you’ve inevitably heard sales say things like this: “Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers." Or (my favorite): “We don’t need more leads. . . we need better leads."  What now? You…

10 Steps to Finding the Influencers in Your Market

Why is an influencer strategy so important? 1. It can help drive your social media execution. 2. It can be a core part of your search engine optimization strategy. 3. Ultimately, if done correctly, it will drive sales and position your organization as one of the leading experts in the…