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  • Atomizing and Adapting Content

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    SESSION 1 of 4: B2B social media can feel mysterious and random. How does one account gain traction while another fails to hit the mark? In the first event of our Building Brand Trust Through Social Media series, you'll learn what types of content your audience wants and how repurposing your best content can boost your social media success.

  • How to Identify SQLs Based on Sales Intent Behavior: Awareness Stages and Demand Gen

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    This article explores sales intent behavior, helping you understand precisely where and when your sales team should get involved with leads—and when you should be nurturing them instead.

  • Eight Approaches for Coming Up With Great Infographic Ideas [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    Explore eight approaches for coming up with great infographic ideas, from looking to solve a burning problem to finding ways to highlight extreme cases.

  • Using Behavioral Progressive Profiling to Drive Demand Generation

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    The version of progressive profiling that most marketing automation companies espouse merely collects more data on prospective customers. But more data isn't enough. What you need instead is an understanding of those potential customers based on their behavior so you can significantly increase your chances of closing a sale.

  • How B2B Marketers Can Avoid the Bane of Boring Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Data this, metrics that... it can be hard to harness basic creativity in the current marketing environment. This article argues for a return to design and a focus on interactive content to break up the monotony.

  • How to Level-Up Your Content Marketing With a Topic-Cluster Plan

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Topic clusters arranged around a pillar page are SEO-friendly as well as helpful for keeping your website visitors from hopping off to learn more somewhere else. Here's how to create a topic-cluster content plan.

  • Small Business Content Marketing Trends for 2022

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Most small business owners and managers say they plan to increase or maintain their spend on content marketing over the next 12 months, according to recent research from Service Direct.

  • 16 Tips for Becoming a Better Content Writer [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    How can you level-up your writing so that your content pieces resonate with audiences, compel action, and rank well in search? This infographic provides 16 tips from experts on how to become a better writer.

  • Four Steps to Stronger Case Studies

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Your case studies are probably boring, but don't panic. It's not the cases that are the problem; it's the way you're presenting them. Fix it with this four-step cure.

  • The Top 10 Content Marketing Influencers in 2022 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Content

    Who are the must-follow content marketing experts? According to Semrush, the top content marketing influencer in 2022 is MarketingProfs' very own head of content, Ann Handley.

  • Survey-Based Research for Thought Leadership

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    Research can mean different things to people. This lesson provides examples of original survey-based research to help you achieve your goals and shares why this type of content is effective.

  • Research Mindset

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    This is not your typical lesson about mindset; instead, it focuses on when you should (and should not) conduct research. It also offers an overview of the IDEA model so marketers can understand the flow of the following lessons and explore a sample timeline.

  • Getting Survey Responses

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    Learn the Pros and Cons of three basic ways you can get people to answer your survey: asking your audience, forming a partnership, and using a panel. When you understand the difference between B2B and B2C responses, you can decide the best path forward for your survey.

  • Finding the Best Angle for Your Research

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    Once you decide to conduct research, you need to determine what you want to study in alignment with your brand. This lesson walks through the three core things every great research topic has in common so you present something new and bring meaning to your audience.

  • Brainstorming Your Initial Story

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    One easy-to-make mistake is to ask survey questions that result in boring insights. This lesson provides a general overview of making your research more meaningful and offers specific exercises like key dimensions, potential headlines, and inventory vs. story statistics.

  • Writing the First Draft of Your Survey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    This lesson focuses on drafting your initial survey questions using the typical survey outline to uncover the story you want to tell. You'll see a lot of examples of questions you can ask.

  • Refining Your Survey Questions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    Once you draft your survey, it's time to refine it so the data is as clear and credible as possible. We'll explain why you need to remove jargon, look for words that can be interpreted in different ways, use write-in questions, plan for PSA, and test your survey.

  • Fielding Your Survey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    This lesson shares some high-level ideas on how to program and launch your survey, including the importance of a soft launch. You’ll also learn the basics of cleaning your data.

  • Finding the Story in Your Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    It’s time to dig into the data! This lesson will walk you through the basic process of analyzing the initial data, how to revisit the big picture questions, consider the result segments and how to best present your data to your team.

  • Creating Your Launch Plan

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Marketing Content

    It's time to get your research into the hands of your ideal audience. Understand the critical elements of a basic launch plan, including deciding if/what you want to gate from your findings, choosing a key page, and determining the next steps.