Marketing Articles: Content

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How B2B Tech Buyers Evaluate Vendors: Most Valued and Trusted Information Types

by Ayaz Nanji

Content
When evaluating products/services, B2B technology buyers value hands-on experiences, such as free trials, over marketing collateral from vendors, according to recent research from TrustRadius. more
#SocialSkim: Facebook Undermines LinkedIn, Amazon Takes on Skype: 11 Stories This Week

by Christian Neri

Content
This week, two giants gang up on a third: Facebook undermines Microsoft's LinkedIn as Amazon digs at Microsoft's Skype. LinkedIn unveils new data-driven features, Facebook comes to your TV screen, and Yik Yak's founder launches Slack-like app for students. more
Five Top Content Leaders Shed Light on the Needs of Modern B2B Marketing

by Barry Feldman

Content
Content marketing experts Scott Abel, Ardath Albee, Michael Brenner, Ann Handley, and Robert Rose share a heap of insights on content. If you know content marketing, you know that's quite a squad. more
Six Ways to Generate More (and More Creative) Ideas

by Xavier Russo

Content
Just about anyone, not just the talented few, can be creative. Here are six techniques for coming up with loads of creative ideas. more
The Psychology of Case Studies: Five Ways to Amp Up the Impact of Your Customer Stories

by Alex Moscow

Content
Why are case studies so useful in sales and marketing? Because they can trigger the underlying emotional drivers of buyer behavior. So here are five ways you can apply psychology to supercharge case studies—and content, in general. more
#SocialSkim: Facebook Lite, Pinterest Search Ads, Rethinking Snapchat: 11 Stories This Week

by Christian Neri

Content
This week: why you might consider Facebook Lite; why Snapchat's fastest-growing demographic will surprise you; how the Super Bowl played out on social (and brands and networks that won); how B2Bs tap into social; what search play Pinterest is making; more... more
How to Tackle the 4Ws of Marketing Content Creation With Data

by Lux Narayan

Content
Before you create marketing content, you need to ask why, what, when, and where—the 4Ws. And because content creation is as much science as it is art, you need data about the 4Ws of marketing content. more
A Visual History of Content Marketing [Infographic]

by Laura Forer

Content
Think content marketing is a new idea? Think again. And check out this infographic of content marketing's history—stretching from the days of cavemen to the present. more
#SocialSkim: Facebook's Latest Algorithm Change, LinkedIn Tips by LinkedIn: 13 Stories This Week

by Christian Neri

Content
This week: Facebook aims to optimize for video and so updates its algo; LinkedIn shows how it markets itself on LinkedIn; Snapchat files IPO; Facebook video on a TV screen near you; Twitter anti-abuse tools; social e-commerce; and much more! more
How Marketers Can Use Technology to Excel at Personalization [Infographic]

by Laura Forer

Content
New technologies, combined with Big Data, have made personalization more doable than ever—and customers now expect customized communication. If you're not personalizing, you're missing out. more
Seven Video and Social Media Marketing Calculations for 2017

by Tom More

Content
Mark Zuckerberg said at the end of 2015 that we would be in the "Golden Age of Video" for some five years. So... it's not over yet, and business owners' and marketers' growing access to video will only further the shift in our social feeds in 2017. more
Agencies and Content Marketing: Predictions, Trends, and Challenges

by Ayaz Nanji

Content
Most (84%) of marketing agencies say content will become more important to their clients over time, according to recent research from CopyPress. more
How to Use Jargon for Good, Not Evil, in Your Content and Marketing

by Derek Slater

Content
Jargon isn't necessarily gibberish. Use it right, and you can make your content more effective. But the most commonly used jargon doesn't do that at all. more
2016's Great Big Social Media Fails and Lessons Learned

by Melissa Drozdowski

Content
The past year provided fertile ground for social media goofs and gaffes. Many marketers apparently didn't do enough thinking before they clicked on the tweet, post, publish, or share button. Here are some of 2016's biggest social media fails and the lessons they can teach us. more
B2B Video Benchmarks for 2017

by Ayaz Nanji

Content
Videos created by B2B companies continue to be viewed mainly on desktop computers, and they are still mostly watched during the workweek, according to recent research from Vidyard. more
#SocialSkim: LinkedIn Data Deal to Help Marketers, Facebook Tests Messenger Ads: 12 Stories

by Christian Neri

Content
LinkedIn promises more targeting capability; Facebook tests ads on Messenger; Google+ finally builds an insights feature; Facebook replicates Snapchat's Story; Snapchat's offline ad targeting; why B2Bs are still wary of social; and much more... more
How to Use Video Content to Create a Loyal Audience

by Ali Liaquat

Content
Video content is becoming indispensable for your marketing efforts... Here's how you can create engaging videos and use your video content to build a loyal audience. more
Video Marketing That Goes Down the Funnel, Not Down the Drain

by Lisa Bennett

Content
Just because we marketers understand the power of video doesn't mean we use it to its full potential. If you're not using video in all the stages of the marketing funnel, you're leaving conversions and sales on the table. more
Four Tips to Boost Traffic (and Leads) With Compounding Blog Posts

by Lucy Jones

Content
What if, rather than thinking of your blog as a chore on a to-do list, you were to view it as a savings account, with each post a long-term investment that generates increasing traffic and relevant leads? more
#SocialSkim: The Biggest Social Channel You're Missing Out on, Twitter Abandons E-Commerce: 12 Stories This Week

by Christian Neri

Content
This week: Amazon's Twitch social platform; Twitter's renunciation of e-commerce; big changes to Facebook Live; Snapchat's new approach to search; ingredients for highly engaging Facebook posts; a content marketer's guide to social selling; and much more... more
Goat Rodeo or Gantt Chart: Five Better Ways to Creative Content

by Deborah Holstein

Content
Myth: creative content is the result of a smooth, linear process, thanks to inspired designers, writers, illustrators... The idea appeals to project managers and heads of marketing who love their Gantt charts. But the reality is more goat rodeo than Gantt chart. There is a better way. more
Your 2017 Marketing To-Do List [Infographic]

by Laura Forer

Content
Have you created your marketing to-do list yet? IBM offers advice on key marketing trends to help you succeed in 2017. more
The Best Times and Approaches for Pitching Journalists

by Ayaz Nanji

Content
Most journalists say they like to be pitched story ideas early in the week and in the morning, according to recent research from Business Wire. more
Fixing Native Advertising [Infographic]

by Laura Forer

Content
Native advertising has become a source of revenue for many publishers. But trust is an issue: Consumers often feel deceived by both the media and native ads. Here's some insight on why publishers need to maintain trustworthiness, along with advice on how to do exactly that. more
The Content Marketer's Approach to Successful Social Selling and Sales Enablement

by Barry Feldman

Content
Push marketing. Pull marketing. Content marketing. Social selling. Sales enablement. All are in the playbook that Marketing and Sales use to grow the business via digital channels. Here's what content marketers need to know about their role. more