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  • Paid search remains a key digital advertising strategy for gaining customers, and Google is the dominant player, but companies are now looking to diversify their search ad spend to decrease their dependence—and instead use platforms that offer more cost-effective conversions.

  • Marketers say the shift to remote working spurred by the COVID-19 pandemic is hurting creative collaboration but helping with efficiency, according to recent research from Econsultancy and Marketing Week.

  • "Content operations" refers to everything that helps content marketing efforts run smoothly and drive impact for a business. That includes people, technology, and processes. Marketing needs well-oiled content operations, including these five essential elements.

  • Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • The COVID-19 pandemic has driven down social media advertising rates globally and has also led to a decline in engagement with campaigns, according to recent research from Social Bakers.

  • When we head back to our offices once the pandemic that's disrupted our business and personal lives is over, many of us will have grown accustomed to working from home—on our own schedule. For most of us, continuing to work from home won't be an option. But flextime could well be.

  • Garrett Mehrguth, founder of Directive Consulting, explains why it's nearly impossible to rank for organic search terms, and shares tips on positioning your B2B brand for search.

  • As marketers, we have to be able to share relevant content at the right points throughout the customer journey, and we have to do it at scale. The martech we use to do that should serve not just us but also the people with whom we are trying to connect.

  • You can come up with a marketing strategy that impresses the C-suite, but if you don't have the right people to execute it, your hard work will have been wasted. So how do you attract and keep great marketers who work at their full potential? A people strategy.

  • Accumulating content on your website without a content strategy hampers SEO instead of boosting it. A content audit can help you formulate a plan of action to align your content with your long-term strategy. Here's how to conduct an effective audit of your content.

  • To capture leads via your content, you need to provide value and engage your audience. That's where interactive content comes in—from quizzes to contests and giveaways. Here are five excellent tools you can use to create interactive content and capture leads.

  • Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.

  • As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done?

  • What's not to like? 24/7 customer service, greater capacity to handle inquiries, fewer operational expenses, improved customer satisfaction... but there are challenges, too. Check out this overview of the benefits and challenges of AI chatbots.

  • What does the language used in tweets by popular digital public relations influencers reveal about their personalities? Which personality traits do digital PR influencers tend to have in common?

  • Search is often the first, and sometimes only, channel that customers can use to tell you what they want from you. It can also be an opportunity to build credibility, engagement, and loyalty. As you "listen" to customers' searches, you'll want to ask (and answer) these six questions.

  • You're not alone in thinking industry trends move at the speed of light. Which is why you need to be keenly aware of industry trends—while remaining agile to deal with the unexpected. So what's truly affecting the SEO industry today? Experts from Moz answer that question.

  • Five rules form the cornerstone of an effective customer management program in a time of supply disruption. If you get it right, the upside is enormous. If you get it wrong, you will suffer consequences for years to come.

  • Constantly expanding customer touchpoints and cross-border commerce make the optimization of product listings and data difficult—but no longer optional. Product experience management can help you meet the needs of customers in today's marketplace.

  • Senior marketers at B2B companies identify the best channel for producing and nurturing leads, the top content type for moving prospects through the funnel, and the most effective social network for their brand.