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
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
Your Site is the Mousetrap, Your Content is the Cheese
Mice aren’t attracted to mousetraps. They’re attracted to what you put on it. The same goes for websites. What are you putting on yours? Let’s start with a dead mouse … Continue reading
How to Climb the Engagement Pyramid with Public Sector Content
Producing content in the public sector may seem, at first glance, like a completely different beast than marketing content for the private sector. However, once we look at the reasons … Continue reading
What if You Sold Waffles With a Side of Content?
On a recent trip to Pittsburgh, PA., one of our clients introduced us to two intriguing retail experiments on using content creation to drive business at retail locations: The Waffle … Continue reading
4 Media Law Tips for Content Marketers
Content marketing is not without its challenges. From coming up with compelling new ideas for articles, to getting your target audience to notice and engage with them, successful campaigns require … Continue reading
How to Engage Your Writers to Create More Compelling Content
While an organization’s content can take many forms — including web pages, blog posts, articles, white papers, presentations, brochures, and even books — they all have one thing in common: … Continue reading
