…ICP. Content Engagement: These firms rely heavily on thought leadership and educational content to showcase their expertise. Metrics such as time spent on high-value content pages, scroll depth, downloads/shares of…

…Content Marketing Helpful content is a cornerstone of customer retention. Marketers can form a content strategy that caters to the different stages of your customer journey. A comprehensive content strategy…

…Design Content & Design Briefs: Develop detailed briefs for executors and agencies. These should include campaign objectives, messaging, visual guidelines, and any specific content or design requirements. Collaborative Review Sessions:…

…the orchestration process keeps content calendars synchronized, preventing conflicting messages and maintaining a cohesive narrative throughout various marketing channels. Leadership needs this cohesive framework to guide their teams to go…

…the intent behind B2B search queries. This enables marketers to target their content and ads precisely to businesses seeking specific products or services. By tapping into You.com’s intelligent search capabilities,…

…teams, this is quite common across sub-teams. For example: the media planning team is not in constant contact with the content team about what is and is not performing. This…

…short term. What is a Content Taxonomy? A content taxonomy is a system that helps with categorizing and organizing content. It makes it easier to prioritize content, connect the right…

…segment. Dynamic Content Personalization What it is: Customize content dynamically based on user data and behavior. This involves adjusting website content, email campaigns, and other marketing collateral in real-time to…

…layout and placement of key content elements. Integrating Metrics with Content Strategy Effectively integrating metrics into your content strategy is a dynamic process. Regularly reviewing key metrics should inform adjustments…

…are used. Assistance in administrative tasks, content creation, sales strategies, customer communication, strategic thinking and so much more. Advantages of AI for Time Management and Cognitive Load: AI offers a…

…of your customers easier, it’s also made it more difficult to catch and keep their attention. Almost every brand is generating large volumes of content. So, keeping up with the…

…your typical paid channels with the validation from experts in your space. Stretch your Content Further Maybe hiring a writer or designer to produce new content is not in the…

…marketers, product managers, developers, and digital teams can algorithmically match content, products, and offers to each individual customer to help accelerate revenue and grow customer loyalty. Built for industries like…

…renowned marketer and Chief Content Officer at MarketingProfs, recently talked about the cold open in her every-two-weeks Sunday newsletter called ANNARCHY (highly recommend). She’s known to say: “In the digital…

…to consistently fine-tune your content strategies. You can track content engagement, understand which assets resonate with your audience, and measure content’s direct impact on revenue. This data-driven approach helps allocate…

…process leads to more effective messaging that speaks directly to customer needs and differentiates the business from competitors. Crafting Customer-Centric Content Content marketing is a cornerstone of B2B marketing strategies,…

…refine our email deliverability. We talked about how your audience, the content, and the technology behind it all come together to determine if your emails will be read. We also…

By Maria Geokezas, Chief Operating Officer at Heinz Marketing Businesses have invested years creating and curating SEO-friendly content to drive website traffic. Now the question is, will AI take it…

…similar to theirs. This builds credibility and reinforces the value proposition. 6. Interactive Onboarding Content Consider incorporating interactive content instead of a linear email sequence. This could be in the…

…them specifically to the unique needs and preferences of your customers. Here’s what sets a CLG optimized website apart: Tailored Content and Messaging: Content on a customer-focused website should be…

…your audience’s needs and interests. Conduct keyword research to ensure your content is optimized for search engines. Content Calendar: Create a content calendar that outlines what content will be created,…

…engaged with throughout their buying journey? Is there a common piece of content buying committee members have interacted with? Is there an event you sponsor each year that tends to…

…the “right” traffic • Our site wasn’t getting everything across that we wanted • Old content was bogging down the site What we hoped to get out of the revamp…

…same priorities. Craft Content for Fall: Meeting B2B Needs Identify emerging challenges and trends within your industry your audience is likely to face. Develop content that provides practical solutions and…

…as invalid email addresses or configuration errors. Spam complaints received for a sender’s emails – enabling senders to identify potential content or sending practices that may trigger spam filters, allowing…

…guide below to help you bring your content to the next level. The Benefits of Prioritizing Evergreen Content Consistent Traffic Generation: Evergreen content acts as a perpetual traffic magnet, driving…

…a better experience for your members. 9. Create a content calendar A content calendar can help you plan your content in advance and ensure that you are posting consistently. It…

…Be Content Creators Sales teams have unique insights into customer pain points and objections. Leveraging this knowledge can revolutionize your content strategy. Tip 3: Sales-generated content. Encourage your sales team…

…and focus on channels that yield high-quality leads. Content Personalization – Create tailored and personalized content that addresses the specific pain points and needs of your target audience. Personalization enhances…

…your interactions with prospects and customers. Emphasize Content Quality over Quantity: While consistency is essential, prioritize content quality over sheer quantity. Tailor your content to address your buyer personas’ specific…

…help create topic ideas to drive a targeted content strategy. Here’s what Andy would prompt ChatGPT with: You are an expert content strategist, skilled in selecting topics that build awareness…

…lots of variations of subject lines, CTAs, content formats, and even revamped our newsletter template. It felt like we had tried everything, but no matter what we did, our email…

…and Thought Leadership High-quality content positions your B2B company as a trusted industry resource and thought leader. To build a library of content that fuels your efforts, start with a…

…activity level, this includes behaviors exhibited on your owned properties (website clicks, content engagement, etc.), implicit intent like organizational changes and key events, and programmatic intent identified by 3rd party…

…to power your content strategy with those that are. Before you get started on drafting your next content piece, consider past content performance. What content produced high traffic and high…

…ingredients, and ultimately inconsistent end products. In many of my previous content-related blogs, we discuss the “what” and the “why” when it comes to developing a content strategy, repurposing content,…

…question, let’s define what top-of-funnel (TOFU) content is and isn’t. What Is Top-of-Funnel Content? Top of funnel refers to the earliest stage of the customer journey. Content created in alignment…

…shown favor for concise and consumable content, the case still stands for lengthier content offers. Here are some reasons why long-form content still holds value: Increase Dwell Time: Long-form content…

…content. Great content can be developed with the right formula and often times existing content is the perfect starting point. As you continue to grow your content library, remember content…

…content creation. However, to ensure your content resonates, you need a content strategy. A content strategy, unlike a content calendar, is a comprehensive outline of your key business and customer…

…to inspire member engagement and drive meaningful conversations. 1 – Flaunt your “PhD” Unlike content marketing, online communities not only educate but create an open channel of communication between like-minded…

…what will help take B2B social media marketing to the next level. In this guide, learn how to turn B2B social data into a revenue driver. B2B Content Marketing: Strategies…

…utilize them effectively 14 Content Challenges Marketers Are Facing (And How To Overcome Them) By Forbes Communications Council 14 members of Forbes Communications Council discuss some of the challenges B2B…

…MoFu, and BoFu Content Types for Your Sales Funnel Stages By Sam Stemler Update for 2024, read about the latest strategies and types of Tofu, Mofu and Bofu content. Try…

…marketing to measuring ROI and optimizing the sales cycle. A Guide To Driving Revenue Through B2B Content Marketing By Sarvesh Bagla Discover the power of content marketing in driving B2B…

…Jacqui-Lee Katz Get inspiration for your B2B content marketing strategy, and learn how to track its success, and where to find a freelancer to help with your content marketing needs….

…B2B website strategy? Read on for more. Hey Marketer: You’re Thinking About UGC Content All Wrong By David Wilson User-generated content (UGC) is a powerful marketing tool that relies on…

…happens as AI-generated content proliferates around the internet, and AI models begin to train on it, instead of on primarily human-generated content? As a generative AI training model is exposed…

…this article, terms are defined with explanation of benefits of gated content and ungated content strategies. You also learn how to balance both approaches between measurability & effectiveness. Marketing Has…

…like a champion by Andy Crestodina Search engine optimization and content marketing are one and the same. You can’t do SEO without content. No content? No rankings. And blogging is…

…VP principal analyst at Forrester, for an inspiring live session that explored the future of B2B content. She talks about the importance of content in engaging audiences, the role of…

…a ton of great stuff, so if you found something you think is worth sharing please email me. The content marketer’s guide to AI and content maturity From the team…

…them appropriately. We’re almost out of time. I get a lot of benefit from the content that your team produces on a regular basis. If you’re not subscribed to it…

…for the first time in my career at Outreach, content was a problem for the modern sales rep. And what I mean by that, a few things were happening at…

…off as an SDR in 2015 and I was working at this company where we sold a content marketing solution for companies that were translating into different languages and, I…

…you have strategic teams and planners and tactical execution teams. In some companies, you have an internal agency that does content production. And so when you’re looking at how do…

…much for downloading, for subscribing. If you like what you hear today, if you like this content, this format, we got a lot more, about 360 episode of Sales Pipeline…

…into intent fueled content syndication. You can use the display advertising in the backend of something like content syndication for nurture. We use it as I touched on earlier of,…

…the delivery of consistent messages across all touchpoints. Provides sales-ready content: By equipping sales teams with relevant and engaging content, sales enablement helps them communicate value propositions effectively and address…

…the content as a PDF and as for their input on the content. So what kind of content is going to resonate in the age of Content Shock and Fatigue?…

…video marketing, the content may revolve around showcasing the benefits and features of a product, entertaining and viral content, behind-the-scenes glimpses, user-generated content, or influencer collaboration. The tone and style…

…B2B buyers become increasingly anonymous and elusive. This is where content intelligence comes into play. Content intelligence refers to the use of content AI, automation, and analytics to optimize B2B…

…or any content we can use – no customer stories, no benchmarks, etc. We don’t have documentation around qualification criteria – we just know what to look for We have…

…Content Marketing: Create valuable and relevant content that caters to your customer’s needs and interests. Publish blog posts, articles, videos, or podcasts that provide insights, tips, or solutions to their…

…a video editor tool, you can create highly appealing and engaging videos content showcasing your brand’s individuality. Some types of video content that perform well on social media include product…

…to feed the A.I. model multiple examples of what you do or, in some cases, don’t want. Moreover, if you want to use A.I. to generate ready-to-use content, you’ll need…

…is collected from various sources, including website behavior, social media activity, and content consumption. Intent data can provide valuable insights into a prospect’s likelihood to purchase and can help sales…

…your content type to optimize the shelf-life of your content with your audience. Are you focusing on micro-content that is quick and easy to create but is only relevant for…

…Everyone knows the benefits of video content (higher engagement, broader brand awareness, longer website visits) but using a new medium is easier said than done. How do you measure the…

…lot easier to create content strategies, build an editorial calendar, and select content for your campaigns. Here are 6 steps to help you complete your content audit: Start by determining…

…the buying cycle. Another feature Hushly offers are adaptive content hubs which uses AI to surface up relevant content for visitors and acts as a personalized content hub. For those…

…or content. If you are in the CMO Coffee Talk group, you’re likely to see Alan in the 8:00am ET call as well. We’ve talked about bringing you onto one…

…With today’s economic market, it’s important to understand your brand and keep it consistent. The biggest representative of your brand is your content and this article mentions the value of…

…are two types of content – macro-content and micro-content. Macro-content is BIG-picture, long-form content. It can consist of video, audio and written content that provides more in-depth details and takes…

…to their Instagram stories. Threads currently does not serve ads and maintains an ad-free experience for users. However, there are plans to roll out “branded content” tools for advertisers. Threads…

…they’re going to share with your buyers and that content now, isn’t just being shared in live. You’re going to share content asynchronously. You’re going to share content before a…

…Effective Content Writing in 15 Steps Ensuring that your company is producing effective content helps build brand awareness and consumer loyalty which ultimately leads to more sales. Content writing isn’t…

…of which has different personas that include their buying habits, methods of research, and more. Identifying these traits per decision-maker can help you in creating data-driven content that will truly…

…is more. A content audit normally reveals that up to 80% of your content is unused and should be scrapped. Optimize content for each stage of the customers’ journey from…

…acquisition of traffic and driving leads. It’s really from brand and understanding what our story is and understanding what our take on the world is all the way through content,…

…the verbage used in communicating content because they can help enhance a message or appeal to another audience. Visual content is also incredibly powerful for putting a brand’s vision on…

…needs a business encounters (in various industries) and how your content can help them grow their business. Though it may seem like B2B purchasing behaviors are based on more logical…

…be expansion to more like YouTube content, places where kind of your average consumer is sitting, to tackle some of these things. Matt: Well, it seems like a pretty big…

…with meaningful content that is purposed for them to ask questions after the company has identified the three main platforms this communication will occur on. The content involved will include…

…content over the past few years? If you’re like most people, you have. The time we spend looking at content has steadily increased – up to over six hours a…

…that your follow-up call will be remembered, a vital statistic when you add extra content to your communications such as client testimonials, e-books, and demos of your product.” So, the…

…to post for a whole month? To stay consistent you can build out social posts promoting your blog, or content resources that can be found on your website. Repurposing content…

…true personalization without a person? Many B2B organizations have shifted their efforts to being more customer and market focused which helps content to be shaped first by the needs of…

…interested which is important to note. They stood out because it was different from the content I usually see and the content we were already doing. If your content doesn’t…

…sales team mostly focused on, once an opportunity’s been created, really the active sales process tools, content, processes. You’ve got this messy middle that once a lead is generated, like…

…AI content generation tools in B2B have many advantages. It saves time, eliminates human error, and creates more relevant content. B2B marketers can utilize AI-driven content not just for websites…

…more computationally expensive than the decision itself, so people stall. The result? Optimization often is not a viable strategy for decision making. Companies publish huge amounts of content to help…

…theme in a lot of the content that is… I mean, so the book is called Selling Without Selling Out, and there’s a recurring theme around selling like a human…

…determine how much engagement they are showing with your website. Content download: if you have gated content, then prospects will complete a form submission as well. Depending on the content,…

…than ever before, brands are utilizing tools like Instagram reels, stories, and shortened-video content to tell their individual stories. Whatever your brand values, it’s easy to turn content into exciting,…

…to then transition in changing the customer. Thank you, David Brock, for this insightful analysis. The 5 Types of Content to Include in Your Personalization Strategy Personalized messaging is an…

…talk about like how you execute this. Because you there is no single piece of content. There is no one webinar to end all webinars where you’re going to get…

…organization. This leverage in technology can help you make insight-driven decisions to simplify your customer interactions and make them more effective. Common use cases for AI include: Content generation Real-time…

…people into your brand. Thank you for the great read, Kimeko McCoy. In 2022, Should B2B Content Marketers Focus More On Advertising? Many B2B marketers focus on ‘content’ rather than…

…Review your nurture content Nurture programs are often set and then forgotten about. If you haven’t reviewed what you’re sending at a regular cadence, take this opportunity in the new…

…Here are four elements that make up a powerful mission statement. Thank you for the great read, David Burkus. Why and How You Should Caption Your Video Content Visual content…

…a content creator, you are now a content moderator and facilitator. And when you can get your customers and prospects into peer-to-peer groups, magical things can happen. Brand is much…

…a way to schedule, organize, and analyze their social media content. We personally use this tool here at Heinz to help organize, schedule and assess our social content and brand….

…From Content-Led Growth? Content and product-led growth are notably different. So, what are the major distinctions between the two popular strategies you must consider? Lead Generation Content-led growth relies on…

…the end of the equation. Talking on Sales Pipeline Radio with Russell Benaroya, he is a Co-Founder and Partner at Stride. Check them out stride.service, great content, doing some really…

…of watched content on Netflix was recommended via its personalization AI. Why do B2B companies lag so far behind in this trend? Offering personalized pathways for content like that is…

By Carly Bauer, Marketing Coordinator at Heinz Marketing If you’re new or well versed in the world of photo editing, or big into visual content, PhotoRoom is the perfect app…

…Content Marketing Trends and Predictions for Success in 2022 For nearly two years, content marketers have shifted gears, switched focus, executed 360s, and navigated turbulence so often it feels like…

…help the prospect move towards a purchase. Delivering specific, curated content at each stage provides real value for prospects and strengthens the relationship with the seller. How to know if…

…with your product. And what I mean by that is, there is so much noise out there right now, marketers have so many to, at their disposal to produce content,…

…With proper data management, you can personalize and target prospects with more relevant content that caters to their needs. Your approach to customer data and its optimization is crucial. Digital…

…is an individual’s web content consumption, it monitors for key intent search terms. It can pinpoint when a target account or prospect is in an active buying journey. B2B intent…

…data to meet consumer expectations for relevant, personalized content that’s seamless no matter where or how the consumer is engaging with the brand. According to the report, 78% of marketers…

…important as making your content visually simple and easy to read. We need to consider how the excess of new content on the internet is constantly shrinking attention spans. If…

…are forcing marketers to adopt new metrics for measuring email engagement, and they’re taking a close look at the value (and content) they’re providing to customers and prospects while they’re…

…CRM and your MAP, you can: See what customers buy, what content they consume, the nature of their conversations with sales reps, and more that helps you understand what problems,…

…solve Content All content is documented and accounted for (either in a CMS or content library) Content used in nurtures and campaigns is still applicable All content links, forms, and…

…budget to win—just an effective content marketing strategy, but that’s a topic for another post. Not only does SEO bring organic traffic, it’s quality. When someone searches for something, they…

…pipelines with data writeback to source systems Transform raw data into intuitive data stories to share data, content, and insights that drive better decision-making Apply data science insights for predictive…

…the content that you can focus on the performance of selling. Listen in now, read below or watch the video! Matt: All right. Welcome everybody to another episode of Sales…

…if they struggle to deliver them at their own company. Personalization is a necessity Personalization is taking the B2B marketing landscape by storm. Demand for tailored content and experiences is…

…tool of choice as well. This is their About Statement: Analyze My Writing is an online text content and readability analyzer. Copy and paste a text into the homepage and…

…Marketing Content Although there’s no magic switch to increase lead generation, a few simple and direct marketing fundamentals can help you boost response to your content. Thank you for the…

…content must be dryer than sand to attract interested readers, but the truth is that our content is a conversation with our readers. Black offers tips for engaging content. The…

By Lisa Heay, Director of Business Operations at Heinz Marketing In this blog series, I’m tackling email deliverability broken up into three areas—your audience, content, and the tech stuff. Last…

…them with relevant content and information that meets their needs. The bow-tie model can help businesses identify areas where organizational gaps are, enabling them to implement proactive, sustainable strategies to…

…workflows. Content assistant and ChatSpot.ai use advanced artificial intelligence (AI) technology from industry-leading AI systems, OpenAI, to make work easier for marketing, sales, and customer service professionals. Content Assistant The…

…pain points and needs for Business personas will be different than Technical personas. 4. Develop a messaging and content framework: Develop a messaging framework that speaks to the specific needs…

…observe if there are any content gaps in the current outreach strategy, and further determine if the right kind of content is being shared with the buyer at the right…

…being provided with content that feels like it was made only for them. Balancing those variables is a complex process, but it can be simplified with the right resources. 4…

…efforts go to waste. Find a regular cadence to refresh what your team has developed and use your ICP as the foundation for all your content development, messaging and sales…

…If you’re interested to learn more, I would recommend reaching out! Also check out their website and more importantly their blog. They have a ton of great content on there!…

…tactics. This will help you identify opportunities to differentiate your offering and gain a competitive advantage. Check out: “Why and How to Conduct a Competitive Content Analysis”. 4. Develop Your…

…who to target, on what platform, and with what content when there is an almost infinite combination of options? Too often, we just follow the trends. If competitors post content…

…phrases. Customize the email content and avoid using generic or duplicate content. Use a conversational tone and personalize the message to the recipient. Avoid using excessive capitalization, punctuation, and symbols…

…celebrate Preferred content formats Where you can find them – social channels, groups, events These are all things that help build the messaging you use to target them in campaigns,…

…recently developed featuring customer success stories: How Financial Force Found Success Using AI and Personalization Anthology’s Website Revolution Through Personalization and Content Intelligence How Two Companies Deliver Personalized Content Experiences…

…podcasts based on a user’s listening habits, as well as curated playlists and other discovery tools to help users find the latest content. Exclusive content: Spotify has invested heavily in…

…common things that came up, as you expect, were PR, SEO, and some content. And I was really surprised that I didn’t see rev ops or marketing operations, more actively…

…a long-term content plan, having your own team saves in the long run. Increased Control Another benefit of in-house creative services is increased control over the marketing process. When working…

…ChatGPT in marketing, AI-generated content can be the creative catalyst you need to reinvigorate how you write. This week’s app, used sensibly, allows you to do just that. Copy.ai Copy.ai…

…campaigns to optimize spending and future-proof your copy/content. Security Skai takes data security seriously. It has various security features, such as role-based access control and data encryption, that protect your…

…100% aligned because when we are creating this organic content and when you really start to create great content, even if it’s targeted and it’s personalized, there is still dark…

…ways of presenting content, tailoring style and layout to the text and the contents of the slide, rather than a set of rigid, arbitrary templates. But what really sets Dropdeck…

…software. Develop a content strategy: Modern marketing relies heavily on content marketing, so it’s essential to develop a strategy that outlines the types of content you’ll create, how often you’ll…

…the specific needs and interests of each group. Use Data To Personalize Your Content Personalization also involves using data to tailor your content to the interests and behaviors of individual…

…does that really practically mean?: Matt: Yeah, I think if you’re watching this today and you feel a breeze, it is the brand and content people violently nodding their heads…

…of content One issue with online classes is anyone can post a video of them online and call it a course. With Coursera quality isn’t an issue. Many of the…

…whether that be a content download, event registration or free trial. With that in mind, here are a few ways to optimize your landing pages, reduce bounce, maximize ad spend…

…and optimize email deliverability, you need to tackle it from multiple angles – your audience and how you’re building and segmenting your list; your content and what you are sending;…

…share educational content, promote their products and services, and engage with their audience. Mobile devices are increasingly being used to access healthcare information, so B2B marketers should optimize their content…

…can actively manage it – responding to comments, monitoring engagement, and making refinements along the way. 4. Create valuable content Creating informative, educational, and engaging content is essential for modern…

…more attention to content that provides them new with skills and knowledge. Be mindful to balance your promotional content with educational content, because the more relevant you are, the easier…

…as topics they’ve shown an interest in, pages they’ve liked, or content they’ve engaged with. Intent targeting: This involves targeting people who are actively searching for products or services like…

…with about 34% of user interactions being negative, according to a 2020 report by Digiday. This means that businesses risk negative interactions and backlash from their content, potentially causing harm…

…tools are pretty common these days, and they take all different shapes and sizes. There are content pathing options like PathFactory that use AI to serve next step content like…

…that you stand out from the competition. Conduct thorough market and competitor research. Communicate through a variety of channels and in different content formats, such as white papers, case studies,…

…& Deputy U.S. Lead for Edelman Business Marketing Tune in to hear more about: Types of thought leadership How to make sure your thought leadership content is effective based on…

…ad might get lost in the Facebook feed but excel on LinkedIn, where the audience is accustomed to reading content. You can’t run the same creative and offer to everyone,…

…Anna Powers, Conversion Copywriter and Online Business Mentor Many “copywriters and marketers” will use it as a shortcut to create mediocre content. But if you know what you’re doing, it…

…who you’re talking to, it’s time to narrow in on the path they take to become a lasting customer—including messaging, content development, and distribution. Map Your Buyer Journey Currently, buyers…

…for a unified look across all designs Content management – one content management system for your entire organization Magice Resize – to resize any design infinitely for any platform Team…

…leadership?” While there’s definitely overlap, I’d argue category leadership takes it one step further. It’s not only about putting out content that demonstrates your expertise in one particular topic area,…

…content that connects with them on a personal level. If marketers rely too heavily on ChatGPT and stop putting in the effort to create authentic, engaging content, they may find…

…customers. With a focus on bottom-funnel content, you can target lead within your funnel and increase that conversion to customer status much easier than creating top-of-funnel content for unknown leads….

…to the content (or editorial) calendar. Content calendar The content calendar is going to take all of these pieces (content audit and themes) and combine them to determine which content…

…content may be in contention with data privacy laws. AI systems may also be built with biases or programmed to learn from current biases, which leads to prejudice and stereotyped…

…content. So yes, upfront costs are a big pill to swallow, but more leaders committed to a long-term content strategy are biting the bullet. Focusing More on Quality Leads Over…

…we head into an unpredictable new year. Videos in B2B Sales Outperform Other Content Formats By Karthik Kashyap Discover how videos perform in B2B sales compared to other content formats…

…capitalizes on the fear. The market is now flooded with helpful content and guides for navigating uncertain times. Very useful for many young workers who have only experienced the upward-only…

…new customer made was the right one? 5. of Voice Not just PR clipbooks, but a real evaluation of your brand’s external presence across media, content, social, etc. 6….

…offers, personalized demos, product literature, company presentations, analyst reviews/reports. Content Strategy Based on your findings and the content gaps identified in the content audit, your next step is to develop…

…a leadership consultant, that always gives people really great nuggets to take away with them. Matt: I don’t know how you do it all. Between the content and the travel…

…up, brands, agencies experiment with new content tools like bots By Antoinette Siu Influencer marketing is maturing as a business for many marketers and media agencies as they find ways…

…Utilize Content Marketing The first step to kickstarting your company’s marketing efforts starts with having a well-defined content marketing strategy. Content marketing is a way of creating and sharing relevant…

…customer life cycle entails attracting a potential customer’s attention, educating them about a company’s offerings, converting them to paying customers, and then keeping them as devoted customers whose contentment with…

…by Sarah Goodall Employee-generated content is an opportunity, not a liability and shares five steps to encourage your employees to create content. Top 5 social media trends for 2023 BY…

…of this during the evaluation of your review process as well: who is necessary to review content? Informed employees need not be involved in any meetings; they only need to…

…is DEI-related. Last year it was “diversity” and this year it is “inclusion.” Content Creation Is About Quality, Not Quantity. Here’s How to Create the Content People Actually Want. By…

…conversation with you. Clearly, love the content that you’ve shared. Lots of good things to talk about. Matt: There is, and I’ve switched the words out wrong. I was so…

…all of the BPMN basics. The process outlined uses lanes to differentiate between the visual design/development and copy design/development flows as it pertains to the same content asset. Events are…

…to dedicate yourself to anything fully. Read on for a simple strategy to identify and honor your priorities. How To Make Thought Leadership Content Thoughtful and Leading by Greg Levinsky…

…is no different. Say Hello to BuzzSumo. BuzzSumo is a content intelligence platform that aims to take on the analytics and research that goes in to your content, so that…

…Optimization Content & Collaboration Content Calendar Instagram Reels and Carousels Approval Workflows Content Library User and Permissions d Inbox Content Creation Analytics & Reporting Performance Overview Post Analytics Campaign Analysis…

…structure marketing campaigns and programs directed at reaching certain personas with content offers that will bring them the most value. Create Content Strategically Deliver highly-personalized content through highly targeted means….

…like another social channel. Quick pieces of valuable content that keeps you top of mind. You can even personalize the content by vertical so only the most relevant content is…

…they trust Reward your brand advocates Turn loyal influencers into customer advocates by utilizing them as a source of quality content, PR, and referrals Create easy-to-use #hashtags and encourage your…

…a great example.   How to create a stunningly successful B2B content strategy in 2023 by Margo Waldrop Margo helps guide B2B content marketers on how to write good content,…

…of technology to keep your creative edge and competitive advantage Creativity is your superpower Content is changing as the world enters a new era. Marketers should create content with craft…

…in the long run. Learn Five B2B marketing trends that buck traditional tactics courtesy of Barb Mosher Zinck When you purposefully choose to share content in online spaces to advance…

…CTA links above the fold (no one wants to scroll!). And make it worthwhile with relevant, quality, and targeted content. #5 – Don’t rush through the proofreading. One tip I…

…you can open up the idea of providing content to these individuals without them creating a barrier for, “Put your name here, put this form here, download this,” or gating…

…of your marketing campaigns by personalizing messages and content. Cons: – Artificial intelligence can be expensive to implement and maintain. – You may need to hire specialized staff to manage…

…content and for different audiences. And if that’s how they’re engaging, and if that’s increasing the frequency and attention they give you, what is the role of that newsletter? Or…

…researching technology and services when a need arises. Because of this, it’s essential that organizations prioritize content to meet buyers where they’re at. This means making sure they have content…

…disconnect before it grows. How to use content marketing to increase brand awareness In this piece for SmartBrief, Seth Richtsmeier draws on data from a new Content Marketing Survey, conducted…

…Leadership Journey How Did Branded Merch Become So Hot? (And How Can B2B Harness Its Power?) Optimizing Your Instagram Profile and Content Behavioral Design for Demand Generation Reason #4 You…

…C-suite members. These tips are focused on understanding the psychology, role, and behavior of the C-suite to better tailor your presentations. For Efficient Content Marketing, Stop Planning Content So Far…

…to engage with your business through content, ads, a sales representative, your website, etc. Examples here include PathFactory or Uberflip for content experience management; sales automation platforms like Outreach or…

…a formal letter, the sign-off remains an important part of concluding your message and ending it with the right tone. The content of your sign-off depends on what you are…

…polished content? In this post, Arik Hanson discusses the future for brands, and their use of “authentic, less polished content.” Hanson offers three strategies for companies “to embrace more authentic…

…ideal customers’ biggest pain points and ends with compelling persona-specific benefit messages. The story you tell with this framework not only guides your content strategy but informs the voice behind…

…content. Rather than viewing content as a necessary evil, organizations should put it at the center of their strategies. Creating strong top-of-funnel content will act as a value-add and be…

…to success. Content Accessibility With change management comes a plethora of new documentation and various content. We don’t want to overwhelm our teams with new information presented during meetings for…

…there’s certainly stages of adoption of sales enablement that we’re implying here. And there’s a ton of great content, go to bigtincan.com, go check out some of their content. The…

…addressable market. But I think something that I have seen in a lot of materials from Rev is this content that the future of sales is above the funnel. Can…

…email attachments containing data sheets, presentations, and just about anything that keeps the process moving. While having a robust content library is critical for assisting your prospects, what if you…

…has nothing to gain from the recco. That’s how I heard about Agorapulse Agorapulse is amazing for social media management. Use it to create & schedule social media content, engage…

…so you have to adjust to that. And it doesn’t mean you have to reinvent your training content or your curriculum every four to six weeks, but to have a…

…content to Buyer’s journey and determine gaps Develop new content Develop keyword lists for Search ads Copy Draft landing page copy Draft email copy Review copy Creatives Design and develop…

…leads. I’m responsible for both inbound and outbound leads. Inbound leads arrive as MQLs, which means that each prospect has engaged with Heinz Marketing content to a level of 50…

…but they’re notoriously skeptical and private. So, how do we make attributions or capture leads when a potential tech contact is moving through your content like a ghost? I find…

…tracked, but can drive impact and performance. Steve: Yeah, totally. I mean, we got acquired, I was the founder of Exec Vision acquired by MediaFly – all about content enablement,…

…content, agrees or disagrees with the information, and analyzes and synthesizes material’”. it’s more than just being an active participant in the conversation. It’s paying attention, understanding and internalizing the…

…media buying Creative development Content creation Data and analytics Customer relationship management technology Interestingly, a survey by Ernst & Young indicates that technology accounts for 29% of the marketing budget…

…that helped unlock it’s true potential. Marketo for the Content Era, Outreach.io for the Outbound/ABM Era, and now Inflection.io for the Product-Led Era. Inflection is a full solution for B2B…

…based on their demographics or the content they interacted with previously. Seeing relevant content will help them have more trust in your brand and they will feel heard. Similarly, your…

…you better. Let us look at the marketing organization closely. For a typical mid-level organization, we need people who can do: Content writing Graphics designing or creative team PR and…

…of your content is focused, pun intended, on sales focus and how sales leaders need to increase their focus. So, let’s start there. Am I wrong? Or is that an…

…stages of the buyer’s journey and complemented outbound sales efforts with inbound marketing programs A comprehensive content audit that exposed gaps in top of funnel messaging and identified areas of…

…more confident to your audience. Prepare your Content I find that when I know the content inside and out, it’s easier to present it to a group. By being confident…

…Account-Based Marketing Foundations — a LinkedIn Learning course led by Sangram Inbound Marketing – a HubSpot Academy certification Content Marketing — a HubSpot Academy certification NextGen Marketing – a 6sense…

…& Doritos Long-standing partnership that incorporates Doritos into various Taco Bell recipes GoPro & Red Bull Teamed up for content production and cross-promotion of products   That being said, partner…

…targets, sales plays, thought leadership content, sales enablement tools, and inbound marketing. What Makes Innovation Partnerships Succeed In this article, Paola Cecchi-Dimeglio, Taha Masood, and Andy Ouderkirk analyze what exactly…

…future campaigns Fix broken links on your website and remove outdated materials How to cut down on content audit time Put best by this Content Marketing Institute article, “Content audits…

…Simply posting an old blog on social media without updating the content is not repurposing content. What content should be repurposed? When planning your content calendar or creating a content…

…their work in real-time, and you will see that comfort grow.   2) Establish a ‘Mentor’ Team Delivering any content that you have created is key. Whether it be content…

…their end customers. Because of this, we see more B2B companies taking lessons from and behaving like consumer brands.” How to Save Social Media Content for a Marketing Swipe File…

…rationale and proposed solution for each tip. Topics include content marketing, branding, effective communication with customers, and many more. Social marketing: How to reach your audience Jo Hamilton in this…

…but they’re notoriously skeptical and private. So, how do we make attributions or capture leads when a potential tech contact is moving through your content like a ghost? I find…

…Short form video content was already on the rise, but these platforms will continue pushing it more and more. It also creates easily digestible, easy to follow content for your…

…Sales content related issues reign supreme as the biggest pain point for sales and marketing teams. Data shows both sales and marketing agree having content is valuable; however, issues still…

…Targeting Instead of displaying ads based on the user’s third-party cookies, contextual targeting uses the content and topics of a website to display relevant ads. For example, if you are…

…a community of like-minded individuals becomes a sounding board for ideas and questions. The community boom demonstrates our desire to move beyond isolated content and toward collaboration. And when a…

…courage. Thank you, Dan Rockwell, for your four ways to lead with courage. Three Content Marketing Trends For Marketers To Watch Content marketing is an essential tool for marketers to…

…and storytelling for an education research organization. My role involved leading teams to create and publicize meaningful content that explored new ideas and expanded the way people think. Eventually, I…

…clear responsibilities for project management, content, sales enablement, social media, marketing operations, and some others. This doesn’t mean we went on a hiring spree to fill up all these roles….

…helpful page on our site? What about other content? That should get you started. In terms of cadence, surveys are easy to keep live. Tools are easy to find, and…

…customer is, what content they’ve opened, what items are sitting in their shopping cart, and past conversations. All this information is crucial for delivering a good experience across different channels—both…

By Cameron Katoozi, Marketing Consultant at Heinz Marketing Are you a content creator who’s always on the go? Or maybe you’ve wondered how your favorite Instagram influencers make those eye-catching…

…would the buyer hear about my product? Or why would the buyer come across a piece of content? Navigating decisions with “real” consequences Every decision you make in D&D could…

…connections you create with prospects and customers. I was really struck by the quality of content that Sendoso put together on this topic at their conference earlier this month called…

…for B2C brands. Thank you, Chad S. White, for the great read. B2B Content Marketing Insights for 2022 Companies are waking up to the power of content marketing due in…

…you. Focus marketing efforts on letting potential customers know you exist through content that sparks interest and makes them question how they ever survived without your product or service. Make…

…check out all of the content from connected all for free, go to sendoso.com/connected-2021. Some great content up there, that’ll help you really think about this hybrid world and hybrid…

…this for yourself, but here is when I include open-ended questions: I want quotes to include in a report or content piece I am looking to source creative ideas I…

…considering or actively looking to make a purchase of a similar product or service. Intent data is specifically an individual’s web content consumption. This provides insights into their interests. Think…

…at his Gartner sales conference earlier this year. Despite the fact that it really is his fault, we’re all creating these commercial insights, right. And all this new content to…

…the quality of customer experience provided. Information – Any information whether it is business-to-customer, employee-to-employee, from partners-to-customers – all content, data, and analysis related are all knowledge management resources that…

…a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below. Why Content Isn’t King in Leadership Communications I’m…

…employing that hybrid strategy to make human connections as well. Some really great content, Sendoso does a fantastic job with it, so check it out, sendoso.com/connected-2021 and we’ll put a…

…intent/buying signals Account-based content experience platform for fast-tracking the target account marketing process ABM chatbot for fast-tracking the target account sales process Account-based ad platform for ultra-targeted regular and remarketing…

…on October 13th, literally just in a couple weeks. You can learn more at sendoso.com/connected. You can sign up for free. They’ve got some amazing speakers, great content. What I…

…with each one. Your demo request form may generate high quality leads, but your content syndication platform may not. Maybe your partner webinars are a great source of opportunities, but…

…for different targets. This means building new content altogether or segmenting and reworking your current content to fit your target’s needs. Whether you have current content, or you’re starting fresh,…

…most don’t realize is that all the execution work needed to launch a campaign – the messaging, offer development, content development, email, ad and website copy — can be done…

…framework can help you turn those individual content marketing efforts into high-return initiatives that move the needle on brand awareness and other high-benefit areas. Here’s how content pillars can help…

…primed for growth. How do we offer guidance and education of value? Content with context. Planning a Long-Term Content Strategy: Inbound can’t exist without context Inbound marketing = Content +…

…High-quality evergreen content is an essential element of a seasoned marketer’s content ecosystem. Managed effectively, it builds a foundation to boost your search engine optimization (SEO) performance for the long…

…a viewer is reading. Publish Amazing Content High-quality content can be impactful to your website SEO. So if you want to rank high on your content today, your content marketing…

…sales with compelling content, messaging, and sales enablement cadences. Building trust between sales and marketing teams is a long process. These 3 strategies will go a long way toward achieving…

…segment by intent, content download data, are some of the pieces you can pull out to slice and dice your data. This will help you determine how you want to…

…sake of creating content. And what I want to help people understand is you can create as much content as you want but you need to be smart and mindful…

…They’ve got some amazing speakers, some great content coming up, check it out. All right. That’s it for today. Thanks so much for joining us. We’ll see you next time…

…the previous quick start guide posts on ABM orchestration content amplification. Overview Marketing automation platforms are a foundational element of the martech stack. Marketing automation is all about using software…

…to consume news that is most relevant to me. Whether that be getting local updates on the COVID-19 situation, specific industry news, or maybe content marketing inspiration, Flipboard curates a…

…sales strategies and content for you. No Forms, No Spam, No Cold Calls by Latané Conant If you want a fresh perspective on B2B marketing and sales, Latané’s approach flies…

…produce a ton of content on LinkedIn. If people want to learn more about the topics we’ve covered today, where should they look? Jamie: Yeah, first place look up Jamie…

…at scale. You’ll want to have relevant content that ranks well on organic search for the keywords and phrases you’re targeting. As part of SEO you’ll want to have a…

…direct content, format and messages your target audience will most likely consume. Luckily – there is no wrong answer to what you can include in your persona profiles. The more…

…the books, some phenomenal leadership coaching, sales training advice there. But I’d encourage everyone, and we’ll mention this a couple of times, velocitymindset.com. It’s focused on the books content. There…

…the previous quick start guide posts on content amplification and sales automation. Overview Account-based marketing has been a popular topic over the last few years. To put it simply, ABM…

…to do solo work the rest of the time. Thank you for the great read, Aiyana Ishmael. No Time To Create Content? Turn One Webinar Into Nine Marketing Pieces Call…

…ended up realizing quite a bit more about pet-marketing than I thought I would. Here are three key marketing takeaways I learned from my new puppy experience. 1.Content and web…

By Win Salyards, Marketing Coordinator at Heinz Marketing An often overlooked part of content marketing is where it aligns with sales enablement. Marketers can get hung up on developing easy-to-produce…

…to go off grid and get exclusive deals. Where will your next adventure take you?   Compatible with IOS devices Content currently USA, Canada, Australia, and New Zealand -focused only…

…that throughout your content too. And I’ve got companies who are using some really great LASS language. Which makes you, as you’re reading some of their content, that makes you…

…in developing your copy down the road. Step 5: Select Your Content and Offers Next, you should select the content and offers you want to use in your campaign. Depending…

…alerts you if it’s not. In order to test out the functionality, I started adding some different monitors to our own website, checking our contact form, content downloads, and lead…

…is the kind of content we do, and every episode is available on demand at SalesPipelineRadio.com. Very excited today to feature the CEO and founder of Sendoso. We’ve got Kris…

…How To Build B2B Content Measurement Dashboards One of the keys to optimizing the buyer journey and the customer lifecycle is improving our understanding of how content is contributing to…

…your content to drive engagement and leads. Content amplification is very important considering the amount of content published and pushed into the world every day. How do you cut through…

…we’ve known each other for a long time. You’ve been someone that I’ve followed your content, your insights have been phenomenal. I live vicariously through your international travel. I think…

…for the helpful tips. AI-Generated Content: Friend or Foe for Content Creators? You no longer need a strict set of rules and parameters for AI-creators to do quality content, but…

…course, there are obvious first steps like onboarding sellers and migrating content, but what comes next? Thank you, Ed Calnan on the great insight on what comes next. The Future…

…marketers are responsible for technology, demand generation, branding, communications, PR, AR, content generation, thought leadership, sales enablement, and so much more. With the expectation from company leaders that marketers will…

…out the previous quick start guide posts on content experience and sales automation. Overview First lets talk about what I mean when I say Direct Mail Platforms. In my opinion,…

…Find Keywords and Trending Content Easy To Learn, Easy to Use Plans Plai makes marketing affordable, with three different prices: Monthly – $14.99 6 Months (save 20%) – $11.99 12…

…6 Content Calendar Strategies That Work Better Than Waiting for Inspiration You have a documented content marketing strategy. You’ve outlined your quarterly plan, aligning your messages and goals with demand…

By Lisa Heay, Marketing Planning Manager at Heinz Marketing Your marketing team has spent countless hours strategizing, building up your database, identifying target accounts, developing content and messaging for buyers…

…the mindful read. How Content Operations Magically Balances Creativity and Scale Getting content operations right frees marketers to act like creative kids and still produce an efficient, scalable product. And…

…to a few hours depending on the content. Recommended: “Mastering Self-Motivation” and “Mindfulness Practices” HubSpot Academy If you’re looking to grow your knowledge of sales, marketing, and customer success principles,…

…you like our content, this is what we do. We talk to some of the best leaders in B2B sales and marketing every day. Or, every week, excuse me. And…

…other, which leaves many new CEOs and leaders struggling to find their footing. Thank you, Michael Blanding, for the read. How to Manage Your Content Assets So They’re Found and…

…delineated by what they do: digital marketing, event marketing, content marketing, marketing ops, marketing analytics, etc. This creates skillsets that are specialized around a certain marketing function. That specialization could…

…consistent contributor to this under-utilization, and as a result content doesn’t meet sales needs. With alignment, marketers have access to customer insight through their salespeople, allowing them to create content…

…Ways to Use Interactive Content to Succeed at Virtual Tradeshows Here are four approaches that will make it easier for you to communicate your product’s benefits via a virtual platform…

…going beyond PR to having the other things be involved, social content development, content strategies, speaking strategies. Right? And again, the speaking might be on podcast or the speaking might…

…research reports and studies available through simple Google searches you could use to convince top leadership. Align on content We talked about better knowledge sharing as one of the benefits…

…is not for lack of will or effort. Thank you Michael Betz, Joy Chen, Rock Khanna, and Duncan Miller for this helpful insight. Three Steps To Creating Empathetic Content That’s…

…the insight, Ian Bruce. 4 Content Types That Get Non-Organic Traffic, According to Content Strategists Non-organic traffic can be a bit harder to come by, which is why, when creating…

…out the previous quick start guide posts on social media and content experience. Sales Automation Overview Sales Automation continues to be increasingly important for the success and performance of sales…

…here are 5 best practices for marketers to support their sales team partners. Develop Sales Collateral Content Not all content needs to be customer-facing. It shouldn’t be. Developing content to…

…Birkett. 6 Content Marketing Skills That’ll Only Get More Important Whether you’ve been a content marketer for years or you’re looking to get hired for your first content marketing role,…

By Brittany Lieu, Marketing Consultant at Heinz Marketing Marketers will tell you blogs are a valuable part of content marketing strategy. Blogs not only help drive traffic to your website,…

…as where and how they are displayed.” Sujan Patel, Content Marketing Institute blog So how do you up your customer testimonial game? Consider two points: The person giving the testimonial…

…Is Proving Content Marketing ROI an Impossible Dream? It may be impossible to compute the total value of a company’s content marketing in traditional ROI terms, but that doesn’t mean…

…curate the relevant content and customize the messaging that reaches the buyer based on who they are and where they are in their buying process also called the buyer’s journey….

…customer-focused content marketing program. Thank you for the insightful read, Mindi Zissman. Why People Unsubscribed During the Pandemic Based on recent research, respondents cite being contacted too frequently as the…

…content experiences for your target audience. Now let’s get into the platforms themselves. Content Experience Platforms There’s a variety of content experience platforms out there, you need to find the…

…want to call it is: creating content. The right content for the buyer, the right content in the context of the buying committee, in the buying journey. But that’s just…

…proven to have a positive effect. The Headspace app is one of those beacons of positive effects. Only helpful, carefully sourced content lives in this app. If you’re in the…

…Sports Writers Taking a closer look at sports writing and broadcasting and how it can be beneficial for content marketers and their writing. Thank you for the great read, Ann…

…am really excited about this episode and the content we’re going to cover today. I am excited to have Madison Mobley and Dalton Van Hatcher with us today, two amazing…

…generic asset landing pages your website links to from the content library. Create unique ones tailored to the campaign. Optimize your landing page form-fill fields Make sure to align your…

…Matt Heinz: Well, and I think what you reference there that I want to cover, as well, is not just that value-added content, but CMO-level value-added content. Talk about some…

…that separates high performers from the mediocre. Thank you for the great read, David Brock Livestreaming Tips Every Content Marketer Needs to Hear How many times a day does your…

…casting platform Virtual Breakout Sessions Social Media integration Engagement Apps Physical Mail-in content There are so many ways to design a hybrid event that cater to your audience. Here are…

…Empathy: The One Critical Quality B2B Content Lacks [Video] You’ll notice this article was published before the pandemic, but Jodi Harris of the Content Marketing Institute hit the nail on…

…content creation and delivery. Here are some examples via the Content Marketing Institute team Content Marketing and Thought Leadership: What’s the Difference? You may think these two concepts are one…

…Chris Brogan. How Your B2B Content Programs Can Better Support ABM Throughout The Complete Buyer’s Journey The classic B2B buyer’s journey can be challenging, but forging a fool-proof content path…

…Experiences Start With Giving Up Control [Content Marketing Examples] Some great examples of content experiences if you need a little inspiration via the Content Marketing Institute Team. Stanford researchers identify…

…brand awareness and to showcase company culture and updates. Pros Cons Instagram Experiment with visual or short video content Provides an outlet for showcasing visual content Builds brand awareness Over…

…stood out to me, specifically related to the content experience. In one of the sessions titled “Use Emotion to Engage B2B Buyers in Content Experiences”, Ardath Albee explains that content…

…Here are 5 of my favorite content types for repurposing content. Infographic Infographics are a great way to make smaller sections of an ebook into standalone content pieces. They almost…

…from preparing for the content, to pre-promotion, to what you need to do afterward to make it not only polished, but also increase the shelf life of the content. Susan…

…building B2B Buyer Personas. Step 2: Know your content Conduct a thorough audit of your existing content and identify gaps. Before diving into new content development, make sure you know…

…operating philosophy once Bezos leaves? Thanks for your thoughts, Brendan Witcher. 20 Creative Ways To Repurpose Content Creating new and unique content over and over can be a challenge. Here…

…management includes everything from adding new content to removing or updating old content. Does your resource center or blog have content from 4-5 years ago? Chances are, it is no…

…sales? It means that the way they reach, sell to, and serve their buyers has changed as well. Buyers have greater access to resources, content, and data than ever have…

…Tactics to Avoid Them Corporate distancing creates chaos, and as a result, affects your ABM. Thanks for your insight, Pierre Custeau. How Does Multichannel Marketing Change Your Content Strategy? Content…

…qualified to do this it’s not even funny. They like bald guys, they like ugly guys. But this is the challenge, if you don’t have content people will turn you…

…winning team. Thanks for the tips, Angela Wells. The Top Barriers to Creating Great B2B Content Recent research shows marketers find shifting internal priorities and interference during the creation process…

…you’re most interested in. March: Social Media April: Content Experience May: Sales Automation June: Direct Mail/Gifting July: Content Amplification August: ABM Orchestration September: Marketing Automation Are there any topics you’re…

…get skittish of blatant ads or marketing attempts. Develop and push value-adding content that addresses the issues of potential leads and helps build brand thought leadership. Let that content and…

…about taking that forward as opposed to figuring out what the hell this thing even is. That is a interconnected thing between your thought leadership, your go-to content, your go-to-market,…

…shares about the pros and cons of how companies should think about direct versus indirect direct versus channel. There’s a balance there between content and demand, between leveraging and building…

…Great article, Kristen Senz. Demand Gen for Content Marketing in the Next Decade [New Research] A look at what the next decade holds for demand generation and content marketing. Thanks,…

…use that information to make personalized recommendations for content or services. Use the data to determine a specific problem they are searching answers for and address it on a call…

…guess the last thing I would say is, when you’re creating a content business, the more content, the more shots you have at the rim, the better success you’re going…

…Video Trends Online Marketers Should Watch in 2021 Videos can be a powerful marketing tool, but how can marketers use short-form content to grow their business? Great read, Martina Bretous….

…aware, now more than ever, of everything you put into the world. Read Account-Based Content Marketing in 9-Steps (ABM for Content Marketers) by Andy Crestodina for a step-by-step guide on…

…your content marketing strategy can be a vicious cycle. Thanks for the advice, Aaron Agius. 4 Visual Storytelling Tips for Content Creators and Digital Marketers A look at the power…

…in other marketing programs like developing new content. Most companies are nearing the end of the fiscal year and have depleted budgets Ad spend doubles Buying Committee members are busy…

…through pages and pages of static, non-interactive content; the need for new, dynamic experiences is amplified; and the spotlight on virtual events has never shone brighter. What are those advantages…

…issue to your website, an increase to demand gen spend, a decrease in referrals, or possibly reflect a decreased engagement with content. At this point in the funnel for every…

…we should be doing everything we can to affirm their amazing decision. 7. Messaging and content Stemming from our goals, let’s think about the messaging and content needed at each…

…designer, she’s a visual strategist. The contents of the book hold true to that. The book is not about graphic designing or how visually appealing your content should be, but…

…from content to resources to reviews to product comparisons – than they’ve ever had before. However, these wide-open fields – made even wider by the explosion of new categories, solutions,…

…roll out your new personas and use them for building content, benchmark and test the effectiveness then revise if necessary. A good persona doesn’t just inform your messaging or content,…

…both who they engage and how they engage facilitates a far more frictionless experience for your customers. Before you can get to work on any of your content, messaging, or…

…serve them relevant, timely, and personalized content experiences that continue the conversations from the event. What did they interact with? What did they respond to? What questions did they ask?…

…a content strategy. Taking this into consideration can go a long way in the end. 5.) . Woohoo! You’ve created an engagement schedule. The next step is to share it…

…chart with your lead source values and the naming convention associated with the Lead Source Details for each of those channels. Here’s another example. You likely have website content you’ll…

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing Taking a break from COVID-19 content to share with you what I’ve recently learned about campaign hierarchies in Salesforce. I’m not…

…connecting with your prospects and customers, but it’s also a framework to help guide communications and content development. Developing your messaging points and framework defines the main takeaways you want…

…in your persona documentation, but they are four pretty important ones. Other elements that should be included are internal influencers, external sources of validation/content, preferred content formats, change agent triggers,…

…your lead nurturing messages? What are you offering the prospect? If you’re constructing a top-funnel nurture, your content needs to be educational. Avoid content with no value to the reader,…

…buying committee as well as differences in industries). It could also include providing your sales team and channel partners with tools, content and processes to increase engagement with previous “not…

…in the evenings/on weekends. I just do what I need to do, when I need to do it. It sounds a lot easier than it is, though. Amanda Levine, Content…

…It is well known that you remember better if you engage with content through more than one or two senses. If you build experiences that allow your prospect to learn…

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing Lately I have developed and launched quite a few LinkedIn Sponsored Content campaigns, so I thought “Why not write a blog…

By Josh Baez, Engagement Manager at Heinz Marketing As B2B marketers, understanding our target audience is essential to every single thing twe do. Our audience influences the content we create,…

By Brenna Lofquist, Marketing Consultant at Heinz Marketing I was looking through some of Heinz Marketing’s older blog content to see if there was anything I could repurpose or update…

…their product offerings or services. This goes back to the important distinction of ABM – the focus is on targeting companies, not individuals. Messaging and content are tailored to align…

…B2C marketers put greater importance on visual content than B2B marketers – but B2B marketers are starting to catch up. 51% of B2B marketers prioritized visual content assets in 2016….

…majority of resources, messages, tools and content used at one stage can and should be repurposed in another. An insight used to get a prospect’s attention and engagement may be…

…with you? Engagement – Do they spend time with you? Are they engaged with you, your content or your brand? Reach – How many people are the right people? Impact…

…how we justify great content, smart design, a new disciplined process. Few of these have a direct line to results. But all of them, executed well, can have an enormous…

…of appropriate marketing content for the customers they are engaging “now”. Disparate or unaligned strategies – This cuts as deep and damaging as the lack of communication between the two…

…that 87 percent of sales training content is forgotten by reps within thirty days. Coaching is a principal lever for boosting training stickiness. Ironically, the more we try to play…