Article by Johanna Rivard

  • 10 Influencer Marketing Tips to Reach New Audiences

    15 Nov 2017 in Content Marketing

    Influence cannot be gained overnight. Much like any other authority figure, a person is considered to be an influencer when they can influence audiences because they’re well-respected in the industry. It’s built on hard work, passion, and excellent relationship skills. Also, having a captivating or likable personality never hurts. By the book, influencer marketing focuses

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  • 10 Types of Online Forms (and How to Use Them)

    09 Nov 2017 in Content Marketing

    The use of online forms has been getting a bit of a bad rap lately, but truth be told, online forms are still the easiest way to collect user information and make premium content exclusive. In one way or another, every website utilizes forms, whether it’s to capture lead data, gate premium content, or to

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  • How to Reach Your Audience with Content Distribution

    07 Nov 2017 in Content Marketing

    No matter how great or valuable your content is, it won’t be worth anything if nobody reads it. However, with all the content being published online, getting your message in front of the right people is a critical factor in how well a piece of content performs. Before you think about promoting that blog posts

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  • What’s the Deal with Lead Magnets?

    01 Nov 2017 in Content Marketing

    The term “Lead Magnet” has become a bit of a buzzword, especially in the last few years or so. But what exactly is a lead magnet? And why is everyone making such a big deal about it? In a nutshell, whenever a prospect lands on your website, your end-goal is to drive profitable action. But

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  • 5 Principles of Effective Social Selling

    31 Oct 2017 in Content Marketing

    Social selling refers to the use of social media communities in your sales strategies. However, despite their similarities, social selling is not exactly like social media marketing. Social media marketing is about delivering content to a particular community or segment, whereas social selling refers to the meaningful interaction between salespeople and individual prospects.   As

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  • Permission Marketing: Love it or Hate it?

    24 Aug 2017 in Content Marketing

    For the longest time, marketing and advertising have been seen as intrusive and interruptive. A commercial on TV, an ad on the radio, and those huge billboards along the highway are all part of traditional marketing and advertising. Furthermore, the introduction of the internet and social media has resulted in ads showing up on our

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  • How to Research Your B2B Audience

    10 Aug 2017 in Content Marketing

    You might be surprised by how much your B2B marketing strategy relies on changes in your audience. Even if you’ve already identified your ideal buyer persona, you might be leaving multiple audience segments on the table depending on the objectives of your marketing strategy. We live in an age where customer data is easily accessible,

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  • Effective ABM Needs Effective Planning

    03 Aug 2017 in Content Marketing

    Account-based marketing (ABM) is starting to gain a lot of traction in the B2B world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” This basically means taking marketing personalization to a whole new level. Based on a survey by Zoominfo, ABM is very

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  • The True Power of Contextual Marketing

    20 Jul 2017 in Content Marketing

    In marketing, the primary goal is to send the right message to the right people at the right time using the right channel. This is what “marketing context” is all about. According to the Harvard Business Review, the four Ps of traditional marketing (price, placement, promotion, and product) needs to be shaken up and contextualized

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  • 5 Account-Based Marketing Misconceptions Clarified

    05 Jul 2017 in Content Marketing

    Account-based marketing has been generating a lot of buzz over the last few years. And despite the fact that 90% of B2B marketers acknowledge the advantages of ABM, only 20% of companies are actively using this tactic. The wide gap can be attributed to skepticism due to misconceptions about ABM. Even if ABM proponents and

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