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CONTENT TYPE: Article | TOPIC: Marketing Content

To get the maximum return on investment from their content marketing and sales teams, company executives need to create a culture that enables those teams to work together. Here's a three-step guide to creating that kind of company atmosphere.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Social media long ago became the place where people voice their opinions on everything, including your brand and products. Also about company leaders, like your CEO or CMO. Which is why social media monitoring exists. But Google Alerts isn't nearly enough. Instead, here are 10 tools that work well.

CONTENT TYPE: Article | TOPIC: Marketing Content

Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

CONTENT TYPE: Article | TOPIC: Customer Experience

We marketers have been trying for years to decode the most enigmatic generation of our time, Millennials. But many of them are now marketers themselves, and they have set their sights on the next generation: Gen Z. Here are three ways we can break through to this rising generation.

CONTENT TYPE: Article | TOPIC: SEO

How do you spot room for growth when the local SEO playing field looks too even? When you take a close look you'll find the opportunities for growth are there—and can have direct, measurable impact on both search engine visibility and the bottom line. A future-proof strategy exists.

CONTENT TYPE: Article | TOPIC: Career Development

A lot of weekend warriors tend to show up in emergency rooms on Sunday nights. Marketing teams, too, can fall into cycles of intense effort followed by exasperation and, often, failure. But you can avoid common "marketing weekend warrior" scenarios—and market like a fit athlete instead.

CONTENT TYPE: Article | TOPIC: Marketing Content

When writing for marketing, you need to connect with your audience. But first you have to understand who they are and what they care about. To understand what will motivate your potential customers, use empathy mapping. Here's how.

CONTENT TYPE: Article | TOPIC: Marketing Content

All the digital channels and bells and whistles aside, your success as a marketer today still stems from using emotional marketing that understands consumers' needs and preferences. Now, with the emergence of influencer marketing, we can combine these two approaches in our content marketing to reach deep into our desired audiences.

CONTENT TYPE: Article | TOPIC: SEO

If your website or blog has an abundance of posts and pages that aren't search-engine optimized, you should be thinking about doing a content audit to improve SEO. Here's a six-step content audit and optimization process that will markedly improve organic traffic to your site.

CONTENT TYPE: Article | TOPIC: Demand Generation

Companies that use lead scoring benefit from a 77% increase, on average, in lead generation ROI vs. those that don't. But you have to do it right. Go through this checklist to ensure your lead-scoring is sophisticated enough to work well.