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CONTENT TYPE: Article | TOPIC: Marketing Content

B2B companies know how to talk-up their products or services, emphasizing how efficient and cost-effective they are. But customers don't want marketing spiel: They want balanced and unbiased information and insight from people they can relate to. You can make sure that's what they get.

CONTENT TYPE: Article | TOPIC: Marketing Content

If you want your B2B marketing content to gain readers, the first thing you must do is think like a journalist so you can quickly grab your readers' attention with the key points you want them to take away. Read on for more, including four other surefire ways to engage your readership.

CONTENT TYPE: Article | TOPIC: Account-Based Marketing

Before you can even start to measure the success of your ABM efforts, you've got to make sure four critical foundational components are in place. Here they are, along with how to set them up.

CONTENT TYPE: Article | TOPIC: Customer Experience

The path to brand attachment—one level up from brand loyalty—is long, winding, and challenging. And you can't skip ahead or take shortcuts. Here's how to get there in five strategic steps.

CONTENT TYPE: Article | TOPIC: Marketing Content

In this video, a neuroscientist explains how the brain responds to the various elements of storytelling: At various points in a story, the brain actually releases powerful hormones. The upshot: as a marketer, you can effectively engage your audiences through storytelling.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

When you work on a team managing social media—whether a team of 2 or 20—issues and mix-ups are bound to arise: Who decides what gets published? Who is allowed to access a particular social account? How do you quickly get approval from busy managers or clients? These four tools can help.

CONTENT TYPE: Article | TOPIC: Writing

Could you create effective marketing copy by imposing limits on how you write? How about using some tricks and tactics that poets—and Dr. Seuss—use! To craft unforgettable, memorable marketing copy, take a page or two from Dr. Seuss.

CONTENT TYPE: Article | TOPIC: Demand Generation

Want to create a lip-smacking lead magnet that prospects will come from far and wide to sample? You'll need the right mix to do it, including these 3 essential ingredients.

CONTENT TYPE: Article | TOPIC: Websites

The Internet has become a competitive place: Every day, it becomes harder to stand out and attract the website visitors you need for your business. Here are some ideas to hack your way to some extra website traffic. Give them a try.

CONTENT TYPE: Article | TOPIC: Branding

How can we marketers map our messages and voice to ensure our audiences are comfortable with both, and create a neat fit between message, product, and medium? Watch the video to find out.

CONTENT TYPE: Article | TOPIC: Marketing Content

A hashtag is making the rounds on Twitter, and it's one marketers should be sure to take note of: #BadStockPhotosOfMyJob. The hashtag refers to stock images that fail to accurately represent what professionals actually do. Here's how to avoid having your next campaign's images being branded with the hashtag of fails.

CONTENT TYPE: Article | TOPIC: SEO

There are critical differences between leads generated from a search query vs. leads generated from referrals and other sources. Common sales approaches can hurt your chances with search-generated leads. You need a customized approach to convert them instead.

CONTENT TYPE: Article | TOPIC: Email Marketing

A single image can have a significant impact on the performance of an email campaign by ensuring that customers receive a compelling and personal experience. Selecting images with maximum appeal requires considering a range of factors. See how to select those impactful images.