Which Marketing Communications Should You Personalize?

By on January 31st, 2023
woman with glasses on the street

With the emergence of content "spam" generated by AI tools like ChatGPT and others, personalizing your marketing communications has become more important than ever. Why? Google has updated their algorithms to look for more helpful content. Readers as also looking for more human-generated content that is more, well, human. Instead of "E-A-T" content that shows expertise, authority and trustworthiness, we are also looking for writing that conveys "experience" that no…

How to Review the Capabilities of Your Marketing Agency

By on January 31st, 2023
marketing insider group shares how to review a marketing agency’s capabilities

There’s no question that your marketing agency’s capabilities will have a major impact on the success of your marketing strategy. Investing time and money into a new partnership is a big step, so it's important to evaluate your partners carefully to ensure they’re the right fit for your business. Properly reviewing your marketing agency’s capabilities is no easy task. That’s why we’ve come up with a list of important qualities…

Essential Tips and Tools for Researching Your Next Content Campaign

By on January 30th, 2023
Person Using Tools

Coming up with a steady stream of ideas is par for the course for content and demand gen marketers. Not every idea is necessarily perfectly aligned, or can be followed up on. However, what makes a strong piece of content stand out from the others is almost always the research behind it. Smart marketers always do research and there are many different methods and starting points to conduct the research. To…

Top Content Marketing Agencies 2023

By on January 30th, 2023
people looking at word content on a white board

49% of marketers don’t know for sure whether their content is making money for them. John Wanamaker said that about advertising. Over 100 years ago. You shouldn’t have to deal with this dilemma with a measurable digital channel. Especially since content is a vital business asset in today’s "phygital" (physical + digital) marketing mix. Measuring the ROI of content marketing is definitely possible, if not simple. While there’s no doubt that…

Get Your Content Engine Running Before Hiring A Fractional CMO

By on January 30th, 2023
arketing insider group shares why marketers should consider content marketing before hiring a fractional CMO

Have you considered hiring a fractional CMO because your small business can’t afford a full-time marketing executive? Fractional CMOs have become increasingly popular in recent years, and can provide many of the same benefits as a full-time CMO without a long-term commitment. But before you pull the trigger, consider starting up your content engine. Hiring a content marketing agency will not only reserve some of your marketing budget, but also…

Thought Leadership in Action: Top Ten BI and Data Trends for 2023

By on January 30th, 2023
woman reading about top BI and data trends in 2023 on her computer

As we enter a calendar new year, it’s always great to review key things we should be considering and getting ready for in the new year ahead.  In my last company, the webinar we did on “top ten considerations for 2023” with a fantastic internal SME and Craig Focardi, Banking Analyst and Principal at Celent, was a total home run over the fence (a spectacular penalty kick to win the…

The 8 Most Important B2B Marketing Metrics for CEOs

By on January 29th, 2023
executive presenting b2b marketing metrics

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 ambiguous brand data, activity reports, and engagement reports. They…

6 Principles of High-Converting Landing Pages

By on January 26th, 2023
landing pages

High-converting landing pages are one of the most important components of your brand’s web presence. They’re often the equivalent of your first impression with potential customers, and they’re your best opportunity to capture leads. Without them, most of the web traffic you earn ends up lost because visitors leave without taking any further action. Get this: brands that heavily utilize landing pages as part of their conversion strategy (have 30-40…

The Cost of Bad Content Marketing

By on January 25th, 2023
Sad face hand drawn on an image template saying the cost of bad content

Every company is marketing with content, but not every company is doing content marketing. The difference between the 2 is often just straight up bad content. And there's a lot of it. But what is the cost of all this bad content? According to eConsultancy, bad content costs B2B companies $50 billion. And that's just B2B companies. Consumer brands make up about 40% of the economy so add them into…

How to Develop a Content Strategy (with Examples)

By on January 24th, 2023
content strategy

In today's crowded and increasingly digital content marketing landscape, you need a strong content strategy in order to reach your audience. Here's why: Your content strategy is what makes your brand visible on search engines. It helps the right customers find you at the right time and provides the best possible user experience once they’re on your website. In this guide, we'll cover the specific steps you should take to…