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  • How to Match Your Key Metrics to Your Content Goals

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    As with any marketing undertaking, you need measures in place to track the effectiveness of your content marketing. So, whether you're focusing on SEO, lead generation, or thought leadership with your content, see which metrics you should track to monitor content marketing success.

  • Win at B2B Content by Finding Your Brand Voice: Ahava Leibtag on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Content

    Content strategy expert and author Ahava Leibtag shares advice on distinguishing your message by refining your B2B brand's voice and tone and by using plain language in your content.

  • Three Best-Practices to Align Web Development With SEO

    Article

    CONTENT TYPE: Article | TOPIC: Websites

    "Make friends with your Web designer" is smart advice for an SEO practitioner. This article covers a few best-practices that require effective collaboration between SEOs and their friends on the Web development team. Read on for more.

  • Strong Evidence That the Remote Workplace Is Here to Stay

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    It didn't take more than a few months in COVID-19 lockdown for a good number of workers to realize they could adequately perform their jobs without having to set foot in their office ever again. Do you have a strategy for workspace options once it's time to reopen?

  • The Biggest Challenges to Aligning B2B Marketing and Sales Teams

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Marketers and salespeople say the biggest challenge to aligning their teams is a lack of good data, according to recent research from InsideView.

  • Align Marketing and Sales to Simplify B2B Buying

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Management

    Are you overcomplicating the B2B buying process for your customers? We'll show you how to leverage sales and marketing alignment to better unite your brand with its buyers. Sponsored by Seismic.

  • Passive-Aggressive Popups and Other Acts of Marketing Self-Sabotage

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    We think our online writing is inviting. But, to readers, it can feel like falling into a hidden temple where the walls are spewing poison darts and they're being pursued by a big, bone-crushing boulder. It doesn't have to be that way.

  • How to Upgrade Your Sales Teams for Remote Success

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    The pandemic has forced sales professionals to adopt digital approaches in lieu of face-to-face meetings. And without in-office support, marketing and sales leaders are struggling to support their sales teams. Here's how to set up your salespeople for success.

  • The 10 Traits B2B Buyers and Managers Value Most in Salespeople

    Chart

    CONTENT TYPE: Chart | TOPIC: Career Development

    B2B buyers say the trait they value most in salespeople is active listening, and B2B sales managers say the trait they most value in salespeople is problem-solving, according to recent research from LinkedIn.

  • Top 5 Mistakes Companies Make on Instagram, and What to Do Instead

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Instagram is not a platform that businesses can afford to ignore—but it can be challenging for businesses that don't have "Instagrammable" products or services to share. Especially if yours is a B2B brand. But Instagram is worth your time and investment.

  • Making Webinars Work—Up, Down, and Beyond the Sales Funnel [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Demand Generation

    How are B2B companies using webinars? Do they focus strictly on top-of-funnel lead generation? Or do they realize the potential webinars offer throughout the buyer's journey and after the sale? Let's look at some answers.

  • How to Use Search Trends for Alternative-Content Ideation in the Age of COVID-19

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Analyzing critical search data trends during crises can help marketers pivot so they generate relevant content for their audiences, in turn improving website traffic and boosting sales.

  • How COVID-19 Affected Email Benchmarks in 19 Industries in Spring 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Email Marketing

    Engagement with email campaigns was up for most industries during the height of the COVID-19 pandemic this spring, according to recent research from Campaign Monitor.

  • How to Unlock Content Marketing's Value and Drive Sales: AI Can Help

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    In the past two decades, content marketing has become an effective strategy for generating leads and nurturing them through every stage of the buying journey. Now, AI is poised to take marketing content to the next level.

  • Median and Average Landing Page Conversion Rates for 16 Industries

    Chart

    CONTENT TYPE: Chart | TOPIC: Websites

    The median conversion rate for business website landing pages across industries is just over 3%, according to recent research from Unbounce.

  • Four Skills Every Marketing Leader Needs to Gain Influence and Effect Change

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    One of our biggest problems as marketers is a tendency to be so customer-focused that we forget to apply our talents within our own organizations. Here are four ways we can position ourselves as leaders and catalysts for much-needed change.

  • The Work Life of a Social Media Manager [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    The social media manager role revolves around managing social media channels on a daily basis, but the work has bled over into other marketing areas as well. Here's what it takes to do the job well.

  • Your Guide to Incredible Landing Pages: 5 Must-Have Elements, 10 Great Examples, 5 Best-Practices

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    We spend countless hours planning, building, and testing landing pages. Yet, they don't always perform as we expect them to. This article will provide inspiring examples and practical advice you need to make sure your next landing page is incredible.

  • Say No to Pandering, Yes to Cause-Aligned Marketing: Katie Martell on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Branding

    "Unapologetic marketing truthteller" and on-demand communications specialist Katie Martell talks about the power of cause-aligned marketing as opposed to "pandering," and explains how to avoid the latter.

  • COVID-19 Impact on Business, and Digital Marketing Initiatives [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    COVID-19 pandemic-related shutdowns have affected a host of industries and sectors in various ways. Part of the fallout has been the change in Web-use behavior, as well, along with digital marketing initiatives by major search and social media platforms. This infographic offers an overview.