Five Serious Content Marketing Mistakes You Need to Avoid

Done well, content marketing helps businesses build brand awareness, increase visibility, and generate more leads—ultimately driving sales and growth. Yet, many businesses struggle with their content marketing.

26 Universal Questions for Brand Positioning (and Creating Your Brand Story)

An analysis of over 1,000 case studies from around the world of successful brand building has found that there are 26 different “approaches” to telling a brand story, each representing a different but proven opportunity to positioning your brand and telling your brand story. Each approach can be summarized by a key question (or set of questions), which I share below.

How to Create a Social Media Style Guide in Five Steps

Your brand needs a style guide to ensure that everyone who posts on your social media platforms speaks in one voice and tone. A social media style guide will help ensure your audiences recognize your brand, regardless of the social media platform they go to. It also helps ensure brand recall, which may, in turn, translate into conversions.

But how do you create a social media … [ Read more ]

A Framework for Getting Started With Customer Journey Mapping

How does a business start with customer journey mapping? Before attempting any customer journey map exercise, organizations must answer two questions.

  • Are we a customer-centric organization?
  • Is customer experience a measured focus of our business?

Assuming the answer is yes to those questions, the next step is to build out journey maps using the following general framework.

The Five Layers of the Modern Martech Stack

Martech stacks provide the tools organizations need to determine marketing success at every potential touchpoint.

A well-built stack increases marketing effectiveness and generates tangible value. A convoluted stack increases complexity. But what makes martech stack creation so difficult is that so many solutions are available and no one tool or platform can handle every marketer’s need.

The key is knowing what other marketing functions can be digitized … [ Read more ]

Effective Content Writing in 15 Steps

Great content creates brand awareness and brand visibility; plus, it grows a loyal audience that knows and likes your brand. Ultimately, it can help you increase sales. Here are 15 tips for approaching content writing.

Finding Your ‘Y’: How to Measure Marketing ROI Without Third-Party Cookies

As a marketer, you absolutely have to be able to show that you’re generating ROI. Your stakeholders deserve to know whether and how their investment will help grow their business.

Measuring ROI is simultaneously the easiest and most difficult task for most marketers. And it really comes down to two reasons.

How to Conduct Effective Audience Analysis in Six Steps

Audience analysis is the assessment and identification of interests, attitudes, preferences, behaviors, demographics, needs, and other data points of a particular group. In a business setting, audience analysis allows businesses to understand current and potential customers.

Here’s how to conduct audience analysis effectively.

The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy

For capturing and retaining customers, the importance of a successful email marketing strategy is paramount. In fact, 81% of small and midsize businesses (SMBs) rely on email marketing as their primary customer acquisition channel, and 80% for customer retention.

But to make the most out of your email marketing goals, you need to align them with those of your business. How can you do that, and … [ Read more ]

How to Make Your Brand’s Storytelling More Compelling

In recent years, it’s become fashionable for marketers to describe themselves as “storytellers” for their brand. But many brand narratives are deadly dull. That’s because they lack the one element that every good writer uses: conflict.

So, You Want to Be a Thought Leader? A Framework and Guide for Your Thought Leadership Strategy

Thought leadership is not a new topic. In fact, the term was coined by Joel Kurtzman back in 1994.

In the two-and-a-half decades since, we’ve seen the rise of YouTube experts, Instagram influencers, and the Kardashians.

But are all of those people thought leaders? Are any of them thought leaders?

To answer the same questions about yourself or the people you’re trying to build into thought leaders on … [ Read more ]

Three Marketing Metrics to Stop Tracking—And What to Measure Instead

Marketing teams need to be agile and lean to bring the most value possible to the wider organization, so they don’t have time to track metrics that don’t bring value. Here are a few examples of marketing metrics that are ready to be retired, and suggestions for better metrics to replace them.

Keep It Real: How to Not Over-Automate Email Sequences

Email automation was sent from Marketing Heaven. Without it, drip campaigns and email sequencing would be nigh impossible, no matter what you are trying to achieve with it. Whether you’re a marketer, a lead-nurturer, or a sales pitcher, you know the value of email automation.

However, you can have too much of a good thing. In your quest for an easier working day, the steady drip-drip-drip … [ Read more ]

A 17-Step Process for Creating High-Performing Articles [Infographic]

How exactly do you create an effective piece of content?

A recent infographic from Orbit Media Studios outlines an effective strategy for developing high-performing articles.

The piece covers the 17-step process the firm follows internally, from developing the concept to editing and polishing.

It also shows when and how to reach out to your external network for feedback and contributions.

Three Metrics for Measuring PR Campaign and Marcomms Success

From marketing managers to sales teams to the C-suite, many stakeholders feel the benefits of successful PR campaigns—and use the metrics that measure success to adapt business strategies or make more data-driven decisions.

However, almost half of B2B marketing managers claim that determining real business contribution levels from PR agencies is a difficult task. Much more can be done to measure the success of media campaigns, … [ Read more ]

Why Some New Products Get Adopted Quickly: A Lesson From Infomercials

If you’re responsible for marketing the new product, you might start by watching late-night TV. Pay particular attention to the informercials: They will teach you what you need to get your new product adopted more quickly.

10 Must-Haves for Your Content Marketing Guidelines

Because more than one writer is composing your thought leadership articles and blog and social media posts, you need to establish guidelines to ensure that all content (including your website’s) has a cohesive voice—the voice of your business.

How do you create content marketing guidelines?

10 of the Best Tools for Market Research

Take a look at some of the best market research tools to see how each one can help you understand the market and ensure that you come out a winner.