According to CMI's recently-released B2B marketing study, marketers' biggest challenge is in producing the kind of content that engages their prospects. Heidi Cohen shares seven actionable tips for creating content that not only stands out from competing messages and pulls customers in, but also engages...

There are a lot of reasons why content marketing doesn’t work for some companies. If we were making a list, they would include: A lack of understanding reader/customer needs Focusing on the wrong metrics and objectives A soloed approach to content marketing Poor execution Bland storytelling Lack...

Ah, the podcast. While video may be the sexy new trend in content marketing, and written copy its bread-and-butter, the podcast holds its own with three distinct advantages that serve to complement any content marketing strategy. Find out why podcasts should be a part of your organization's overall content...

Creating content that persuades the reader to take a desired action -- while avoiding the direct "call to action" sales pitch -- can be challenging. Here, Carl Friesen shows how to instill fear and/or desire through your content to compel the reader to take a specific action, be it signing up for your...

Image credit: Fotolia.com The other day, I was in a popular national chain pizza restaurant enjoying a meal with friends. While we dined, I noticed a number of younger people (under 34) showing their mobiles to the server before getting their bill. One family even had a teenage mobile user hold up her...

Just ended a pretty impressive Content Marketing Institute webinar hosted by Joe Chernov, VP of Content Marketing for Eloqua and Rebecca Lieb, Analyst for Altimeter.  During the Q&A session, Joe talked about how to sell content marketing to the C-level through some amazing books.  Below are some...

When you develop a process for your content marketing, you want to do it in a way that ensures creative, out-of-the-box thinking in the most “human” way possible. Just as we don’t want to let chaos rule the day — so too do we want to avoid the robot legalese that disengages our subscribers. In our new...

Michael Kolowich outlines how the innovative "flipped classroom" approach used by educators can be applied to webinars in 2012, shaking off that old and tired webinar format that's boring your participants to tears.

Guest Author Rick Allen explains why the strength and integrity of your organization's content marketing begins at home, with all of those involved in your company, from designers to marketers and more. While getting everyone on the same content marketing page may seem like herding cats, it is possible!...

This recent case study shows how Sun Life Financial developed a highly effective content marketing strategy that successfully attracted and converted new customers with engaging content that focused on customer concerns and education, through the creation of an editorial sub-brand, Brighter Life.

The demands of the new breed of the socially savvy-buyer are not only forcing the evolution of the content marketing practice, but the marketing practitioners as well. Thus, a new breed of marketer is emerging: the content marketing "engineer." Here are seven areas of expertise this new breed of content...

Pam Didner shares how a 40-second video re-defined a U.S.-based home-office B2B brand to a globally-recognized name, using storytelling and the universal human experience as the content message.