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No B2B company can achieve a leadership position without a thought-provoking point of view. "Customers buy into the story before they buy the solution," writes Robert M. Wright at MarketingProfs. "And a story is more than a slogan or a catchy tagline." In fact, it needs to accomplish two goals: ... more
If you're one of Gmail's 350 million users, you know how vigorously the service defends your inbox from unwanted email. Obvious junk goes to the spam folder. But that's not all. In addition to legitimate email marketers, spammers send billions of messages to consumers every day, leading harried recipients with little ... more
To win a court case, lawyers must first assemble a gripping argument. Facts need to be combined with compelling story elements to create a persuasive narrative to win the jury over. The same is true in marketing. Just like lawyers, marketers draw their audience to their side by solid storytelling. But ... more
Content consumption is no longer a choice, it's innate. If you own a smartphone, tablet, or laptop, chances are you're absorbing content the majority of the time that you're awake. This brief survey considers how marketers consume content, and how they use and measure it in their work as marketers. more
As various technology platforms (e.g., social media, apps, tablets, smartphones, and TV) evolve to become more integrated with one another, more customizable, and more participatory, so are people's expectations around their everyday content experiences, according to a study by Latitude. more![10 Things We Love and Hate About Pinterest [Infographic]](https://i.marketingprofs.com/assets/images/daily-chirp/NetBase-SAP-Pinterest-infographic-peek.jpg)
Once in a while, we like to highlight a strong opinion, and Ron Romanski has one. In a post at the Business 2 Community blog, he says lengthy newsletters should be a thing of the past. "With today's fast-paced society, you need to make things as single-focused as possible," he argues. ... more
How is content marketing like the daring sport of skydiving? For starters, to avoid a crash-landing, both require careful planning. In her Business Insider blog post titled "Content Marketing Lessons While Skydiving," Amanda Maksymiw compares her first leap from an airplane to leaping into a content marketing campaign. And she ... more![Are You Marketing Like a '60s Mad Man? Seven To-Don'ts From the 1960s [Slide Show]](https://i.marketingprofs.com/assets/images/opinions/detail-1.jpg)
When everything's going well, it's easy to find yourself in an email-marketing rut. Perhaps you've gotten complacent with ROI that's good—but not great. Or maybe you're boring your customers with the same campaigns they've seen a thousand times. "Whether you want to shake things up or simply polish off the dullness," writes ... more![How to Tell Your Company's Story: Eight Questions to Get You Started [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/120809_jarski-lg.jpg)
Creating consistently engaging and fresh content for any company's blog is no easy task; even the most thoughtful corporate bloggers can get stuck from time to time. If you think it's time to rethink your company blogging strategy, follow the following five quick tips to build your audience and make ... more
Mark Brownlow once waited in silent trepidation as he watched a tarantula crawl across his hand. "The experience comes to mind every time I face a blank piece of paper," he says at Email Marketing Reports. "A rising sense of panic…paralysis…a prickle of sweat." You might feel the same way when ... more
Online video should be an essential part of every business's online marketing strategy. Of course, everyone wants a video that goes viral, but no amount of money can guarantee a blockbuster. Fortunately, you can employ some strategies to get your video in front of as many viewers as possible. more
Just like a shop owner who tracks his sales and restocks the shelves accordingly, content marketers need to be on top of their content. Otherwise, they end up with empty shelves, disgruntled customers, and fewer coins in the coffer. That's why smart content marketers use an editorial calendar to plan, produce, ... more
![Five Principles for Multiscreen Storytelling [Slide Show]](https://i.marketingprofs.com/assets/images/articles/lg/120802_gulliksen_lg.jpg)
"It's time to master the headline, to get it right where the copy counts most by paying attention to those critical words that appear at the top of your email messages," writes Marco Marini at Email Critic. Headlines also appear at the top of your landing pages—and regardless of their location, ... more
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