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  • How to Measure Your Social Media Marketing Campaigns: Six Sets of Useful Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Despite understanding the value of social media marketing, many businesses are hesitant to engage in it—mostly because they think it's difficult to measure. It doesn't have to be. Here are some ways you can easily measure the success of your social media marketing campaigns.

  • Direct Response Copywriting: How to Craft Copy That Converts [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Writing

    Direct response copywriting isn't easy. Your job is to drive conversions and sales, and that requires a savvy sense for your audience, a firm grasp on your value prop, and an arsenal of powerful writing tricks like these.

  • Instagram Benchmarks for Brands: Engagement, Hashtag, and Emoji Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Video is the content type that tends to spark the most engagement on Instagram, according to recent research from quintly.

  • How to Make Your Content Work Harder: Seven Fatty Phrases to Avoid in Your Writing

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    If you aspire to lean and confident writing in your marketing content, you'll avoid populating your prose with superfluous words. Simply put, the most effective writing and communication makes every word... communicate. Here's how to write less but say more.

  • How to Make an Effective Testimonial Video: A Step-by-Step Guide

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Testimonial videos are ideal for the decision stage of the buyer's journey, when prospects are aware of and want to solve a problem, and they are looking for information to help them make up their minds. Help them choose you.

  • Facebook Reactions, Shares, and Comments: A 2018 Year in Review [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    Some people—including many of your customers—practically live on Facebook (despite all the bad press it got in 2018). So how do they behave? What do they share? Who likes "love" most, or "haha"? Which are the standout brands? And so on and so on. Here's a handy wrap-up of Facebook reactions and actions in the past year.

  • Context Is Everything: Disruption and Perceptual Vigilance [Video]

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    Disruption can be annoying, but it can also help to grab attention. In this, the first in a series of brief but insight-packed videos, marketing professor Isabelle Szmigin discusses how consumers navigate through messages they do and do not want to receive. Useful, right? Check it out!

  • The 2019 Hiring Outlook for Marketing and Advertising Jobs

    Chart

    CONTENT TYPE: Chart | TOPIC: Career Development

    Most marketing and advertising hiring decision-makers in the US plan to expand their creative (nontechnical) teams in the first half of 2019, according to recent research from The Creative Group.

  • How Your B2B Company Can Thrive in a B2C Search Space

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    You have a business that specializes in providing a B2B service or product. But all your keyword search terms return results that are B2C. The unpleasant outcome? High bounce rates, irrelevant traffic, and low conversion percentages. So, how can you attract the right kind of audience via search?

  • Naming Your Product: Shades of Meaning (An Inside View Into Nail-Polish Naming)

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Baffled. Enthralled. Amused. Maybe insulted. Those are just a few reactions you might experience when encountering a nail polish name. Whatever the emotion, top marketing executives agree the name is nearly as important as the color. That can be true for other products as well. Here's a high-level look at a naming project—along with naming tips and techniques that might prove useful for brand managers and marketing execs.

  • The Proverb Effect (And How Marketers Can Use It): Author Ron Ploof on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Storytelling and marketing expert Ron Ploof shares insights from his new book, The Proverb Effect: Secrets to Creating Tiny Phrases That Change the World.

  • 10 Ways to Build Trust With Employees [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Management

    Brands with higher levels of employee trust tend to outperform brands where trust is an issue. Trust creates better innovation and employee satisfaction, and it's an important part of running a successful brand. Here's how you can build—and keep—the trust of your employees.

  • How Customer Service Preferences Are Changing

    Chart

    CONTENT TYPE: Chart | TOPIC: Customer Experience

    Although the phone remains the most used customer service channel by consumers, its appeal appears to be declining, according to recent research. See what other channels are being used and by which generations.

  • Six Lead Generation Tactics to Use in Your Social Media Channels

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Each of these handful of tactics you can use in conjunction with your social media efforts can boost your lead counts. There is no one-size-fits-all solution, however; you'll need to experiment to find which work best for you. Check out these potentially winning lead-gen tactics.

  • A Brand Storytelling Framework From Rudolph the Red-Nosed Reindeer

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    The beloved American children's classic Rudolph the Red-Nosed Reindeer was published in 1939 by the Montgomery Ward department store. So it's tempting to think of it as yet another lasting piece of seasonal content marketing. Except Rudolph is so much more than that. It's also a handy framework for telling our own brand stories.

  • 2018 Year-end Episode of Marketing Smarts: What Marketers Need to Know for 2019 [VIDEO]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    21 industry stars, 21 pieces of valuable advice for you to up your marketing game in the new year: don't miss this special yearend video episode of the Marketing Smarts podcast!

  • 2018 Holiday Sales Kickoff: Record-Breaking E-Commerce Results? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    If initial holiday sales figures generated between Thanksgiving Eve and Cyber Monday are any indication, 2018 could be a record-breaking year for e-commerce. Check out some of the more interesting stats and initial figures behind that proposition.

  • How Quickly Should Brands Respond to Consumers on Social Media?

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Most US adults say brands should respond to consumers' comments on social media within a day, according to recent research from Clutch.

  • Maximize Customer Engagement With the Right Insights From the Right Data

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Effective data collection and analysis are essential for better customer relationships. From achieving true personalization to predicting behavioral patterns and creating ongoing conversations, improving customer engagement all starts with deriving insights from data. Take these three steps to get there.

  • SEO Professionals: Why You Should Guarantee SEO Results

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Dear SEO professionals: Clients don't simply want our SEO recommendations... they want guaranteed results. Why should you offer SEO guarantees? When should you offer SEO guarantees? And what kind of SEO guarantees should you offer? Read on to find out.