Is Sales Experience an Advantage for Content Marketers?

By on May 10th, 2021

I’m a big advocate of collaboration when it comes to content marketing. When creatives partner with sales teams to create content, magic happens. There’s nothing like sales experience to inform content with the types of questions and objections prospects raise before they decide to buy. That feedback can enable marketers to enrich content with the exact information people want to know. But what about the people with a sales background who apply…

10 Competitive Intelligence Tools to Crush the Competition

By on May 5th, 2021

Gaining a competitive advantage in today’s fast-moving business world is more challenging than ever. Over 4.9 billion internet users are vying for space and attention. Gaining an advantage online through digital marketing involves knowing what your competitors are doing. To stay on top, your business must always remain at least one step ahead. According to Crayon’s 2020 State of Competitive Intelligence Report, the average business has as many as 29…

18 Lessons We’ve Learned from a Year of Virtual Marketing Events

By on May 5th, 2021

Over the last year, the pandemic forced many organizations to shift from in-person to all-virtual marketing events. As a result, businesses have had to become more innovative to figure out how to deal with never-before-seen problems on the fly. It’s been challenging, no doubt, but it’s also taught us a lot about our ability to think outside the box and adapt to unforeseen circumstances. Organizations that have been willing to…

The Ultimate List of Content Amplification Tools

By on May 4th, 2021

Creating and publishing content are only the beginning. Now, you have to distribute it and expand its reach for maximum exposure. That’s the process of content amplification, and there are many ways to achieve it. It’s not just one strategy; it’s a combination of many channels and tactics, all of which you can seamlessly carry out with content amplification tools. In this post, we’re delivering a compelling list of applications…

How to Relate to Your Audience with Empathy in Content Marketing

By on May 4th, 2021

Consistent empathy is a challenge even for the best of us. Humans are naturally selfish as a survival tool to delegate our attention. But for marketing material? Empathy is a foreign concept. The idea of a brand’s marketing expressing empathy almost seems laughable: Marketing exists to generate money and sales by convincing people to buy stuff. It’s the antithesis of empathy, really. That’s why empathy in content marketing is critical…

Why Does Most B2B Content Marketing Suck?

By on May 3rd, 2021

Let’s get real about B2B content marketing. Most of it sucks. It’s full of jargon, self-promotion, and fluff. It doesn’t add value to your audience and can seem completely irrelevant. The truth is, your content doesn’t have to boring or stuffy. It needs to engage, inspire, and connect. In this post, we’ll review why B2B content marketing sucks and how to improve it so that it delivers a true ROI…

11 Best Ways To Create Highly Shareable Content

By on April 29th, 2021

Content marketing is a low-pressure yet effective way to earn attention from your target audience by offering useful insights and expert advice. Over time, repeat visitor engagement produces high-quality leads who already know and trust your brand. When they’re in the market for your product, you’ll have a loyal customer. That’s no doubt why 79% of marketers say generating leads is their top goal for content, but 83% say they…

The Most Important B2B Marketing Metrics for CEOs

By on April 28th, 2021

What do CEOs want most from their B2B marketing team? Clarity. They want to see results that clearly show their company’s marketing efforts are working and increasing ROI. CEOs expect to hold their marketing leaders accountable for reaching or surpassing their numbers, just like their sales leaders. CEOs can get frustrated when the only metrics they receive from lead marketers include sales lead activity KPIs, ambiguous brand data, and engagement…

Is Content Marketing Becoming the New SEO?

By on April 28th, 2021

If you were to step back in time into a marketing conference from a decade or so ago, content marketing SEO would be the buzzword you’d hear on everyone’s lips. But back then, content was only a vehicle for injecting keywords into blog posts and other website content. Lots of them. Because, you know, SEO. And if you didn’t stuff your content full of them, the divine bots wouldn’t grace…

How to Plan Your Blog Content Calendar for the Entire Year

By on April 27th, 2021
woman planning content for the year

Have you been tasked with planning your marketing team’s content calendar for the entire year? No doubt, this can feel like a tall order. It requires including key themes defined in your content marketing strategy and planning for various types of content. Likely, the driving force behind your content marketing success is your business blog. Setting out to create a long-term blog content calendar can be daunting – even for…

Healthcare Content Marketing: How to Do It Right (With Examples)

By on April 27th, 2021

Healthcare content marketers have a heavy burden. They deal with complex subjects and topics and strive to connect with sophisticated buyers. With all the challenges they face, they still do their best to create value for audiences and generate leads for their businesses. So, how can you do healthcare content marketing right? We’ve got some ideas and examples to help you strategize and optimize your content. Quick Takeaways Healthcare content…

How CMOs Can Keep Marketing Organizations Agile in Changing Times

By on April 26th, 2021
Marketing manager writing on a whiteboard for a team meeting

The challenges we are facing have changed how we communicate with consumers and market our products and services. We’ve had to quickly uproot some of the traditional methods we’ve used for years to adapt to new business practices and accommodate unique needs. Here are some emerging trends we’re seeing this year and expect to see more of in the future: Businesses are more boldly standing for or against political and…

The 50 Best Startup Tools For 2021

By on April 22nd, 2021

Whether you’re thinking about launching a business in 2021 or working on growing one, you probably recognize and understand the importance and value of tools. The fact is, you can’t do it all on your own – no matter how savvy you are. To build or grow a startup in 2021, you need to invest in tools that can help you optimize, automate, and improve every working part of your…

Create B2B Content Your Audience Actually Wants to Read

By on April 21st, 2021

Content creation is the cornerstone of a successful inbound marketing strategy. This new Checklist: Perfecting Your B2B Brand Identity helps B2B companies hone how their brand looks, feels, and sounds in the marketplace, which is a great first step to creating the voice that will transcend your content. Once companies establish a brand identity, they can begin to consistently infuse content with the right language, tone, and other nuances that…

Blast the Competition with Consistency in Content Marketing

By on April 20th, 2021

Do you ever feel like an obsessed ex stalking your competition’s content? Did their Tweets get better engagement than yours this week? Are you still below them in the search results for those battleground keywords? What topics did they cover this month? It sure would be great if you never had to think about them. You wouldn’t even need to know they exist most of the time. That’s exactly the…

The B2B Startup Guide to SaaS Marketing

By on April 19th, 2021

SaaS startups face several challenges when marketing their services to prospects. From brand name awareness, to lead generation, marketing your SaaS business requires maximum ROI for the lowest cost. That's why SaaS companies win with content marketing. The results are measurable, and the costs are low. It's also why we use a SaaS-based model with our own content marketing. Small but steady investments can produce big gains, no matter how…

5 Ways To Create Lasting Connections in Your Virtual Event

By on April 19th, 2021

Networking is one of the main points of attraction for the majority of events, and it is often an event element that creates lasting memories for attendees. Over time, attendees may forget specific details of the sessions they attended at an event, but they will continue to cherish the connections they made and the relationships they began building. This is why event organizers should make networking a top priority when…

Do Chatbots Really Work for Customer Acquisition?

By on April 14th, 2021

If you interact with brands or organizations on Facebook, there’s a good chance you’ve come across a chatbot for customer acquisition at least once: You comment on a page’s Facebook post. A few hours later, a message bubble appears. The page messaged you with a question. It might feel strange at first – you know it’s a bot on the other side of the “screen” – but you kind of…

How to Make Hero-Villain Brand Stories Drive Conversions

By on April 13th, 2021

I’ve run across some pretty shrewd business owners, managers, and executives that balk at the idea of using hero-villain brand stories to drive conversions. You know the "no-nonsense" types that just don’t get why simply focusing on their products doesn’t sell as well as stories. So, they don’t buy it. It doesn’t make sense to them. (It's why I wrote Mean People Suck btw) “After all, my prospects know they…

How Using the Right Martech Tools Can Help Drive Sales

By on April 12th, 2021
Stacked pebbles with an aqua background representing a balanced martech stack.

Let’s get real. Every marketer on the planet is overwhelmed by the number and variety of marketing technology tools available today. Questions about martech tools run through your mind like: What are the best automation platforms? How smart are your prescriptive analytics? Are you using the right technology to increase the impact of your organization’s social media campaigns? Did you know AI can already do that too? Talk about decision paralysis. Have you…