Account-based marketing comes largely from the shortcomings of the content-driven demand-gen model. Frustrated waiting for enough content to drive enough leads for the business, brands saw ABM as a better way for outbound marketing.
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.
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.
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.
What do we do as technology outpaces our ability to comprehend what we can do with it? Listen to the counsel of Intelligent Content Conference presenters and these three takeaways around chatbots, artificial intelligence, and context.
In 2017, Intel’s iQ digital magazine team borrowed a page from the traditional media playbook – focusing on sustaining loyal readers rather than getting more eyeballs. Luke Kintigh, Intel IQ’s head of publishing, shares how they did it.
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.
Every content marketing leader needs a strategic plan to define, inform, and unite its content efforts under a single vision of value. Here’s a handy tutorial on how to build or refine a content marketing strategy for your business.
Content audits are about as popular as colonoscopies but are just as necessary. What if you could get it over with in a few hours? Consider the condensed content audit.
Marketers live by the mantra “you can’t be all things to all people.” But that’s what a library does. How do they do that with content marketing? Learn how one Ohio library tackles the challenge in strategic, fun, and creative ways.
The Coca-Cola Co. willingly shares its marketing strategies and approach. That “thought-ware” raises the bar for every brand and makes Coca-Cola strive for better and bolder. Learn from its senior integrated marketing content manager.
Whether you are building a content marketing program from scratch or looking to take your efforts to the next level, this refresher course will give you a foundation for increasing your success.