Work With What You Got: 5 Tips for Repurposing Existing Content

What does the idiom “one’s man trash is another man’s treasure” have to do with content marketing? A lot, as it turns out. While creating timely, reactive content is valuable in its own right, incorporating repurposed content into your overall strategy is an often overlooked, but valuable, strategy. According to the Content Marketing Institute, more […]

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Four Trends To Look Out For In Finance & Tech In 2016

As we turn the corner into another new year, predicting what the future holds is a time-honored tradition like champagne toasts, fireworks and inadvertently writing the wrong year at the top of every document. With that said, following is what I see as the four pivotal trends to keep an eye out for in the […]

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3 Marketing Lessons I Learned From My Toddler This Year

December is a time for reflection and planning. This year, as I thought about 2015 challenges and achievements, I realized that some of my top lessons—personal and professional—came from an unlikely source: my toddler. My son is almost two and, in the past year, he has taught me how to be a better mom and […]

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The Responsible Health Services Marketer

This is a tale about emotional and functional value―two pillars of a brand’s value proposition. Market functional value alone, and your consumer targets might lack the emotional connection to relate with and return to your brand. Market emotional value alone, and your customers might not have the information they need to make practical purchase decisions. […]

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Four Steps to Stronger Surveys: A Guide for Professional Services Content Marketers

Professional services firms are at each other’s throats—metaphorically speaking. Competition has reached a fever pitch, and it has become harder than ever to stand out as an industry thought leader as more firms embrace a secondary role as content publishers. According to the Content Marketing Institute (CMI), 76 percent of B2B firms plan to produce […]

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Outcomes Measurement and the Case for Selective Jargon

I really dislike professional jargon. Defined by Dictionary.com as “specialized language…characterized by pretentious syntax, vocabulary or meaning,” jargon gives us the false impression that we’re communicating—without establishing a sense of shared understanding. Without understanding, there’s little hope for action. And without action, there’s no basis for improvement. But sometimes jargon is useful, because it shines […]

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5 Web Analytics Tools That Aren’t Google Analytics—But Are Worth Considering

When it comes to web analytics, Google is king. Many of our own clients use it and, if they don’t, we often recommend they do. It’s a fairly comprehensive tool that easily lays out key readership metrics and integrates seamlessly with Google’s paid search offerings. For many organizations, Google Analytics is everything they need in […]

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The Fast-casual Dining Experience: Why Savvy Consumers (and Marketers) Are Responding

If you’re anything like me, you prefer to cook less and eat out more. You don’t like to break the bank on meals; you’d rather avoid feeling like you’re consuming an entire day’s worth of calories in one sitting; and you’d sooner not eat at all than endure a slow, inconvenient restaurant experience. Having multiple […]

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CSR: A “Must Do” For Successful Corporate Citizenship & Brand Differentiation

Crowded marketplaces inspire many businesses to chase after the “secret sauce” that will help them establish credibility as a leader in their respective fields. The formula, of course, will vary from industry to industry―cutting-edge innovation and insightful thought leadership are often key markers of a reputation for corporate leadership. But now, more than ever, becoming […]

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Taylor Swift Knows the Secret to Igniting Your Content (It’s a Love Story)

What can content marketers learn from Taylor Swift? Actually, a lot more than you may think. Winning over her audience with humility and authenticity, T. Swift then activates her fan base into a personal army of teen brand evangelists. Her secret? She connects with her fans on a personal level by loving them back. The […]

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