Category: Thought Leadership

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Thought Leadership

How Experimentation Keeps Brands Competitive – Even Against Players Like Google

The launch of Google’s job search functionality, which followed its foray into travel, might leave businesses in other verticals worried their industries are next – and how they could ever compete with the search giant. But no matter where Google goes next, it’s not doom and gloom – at least not for Read more…

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Thought Leadership, Featured

How SEOs And Content Creators Can Actually Work Together For Better Digital Marketing Results

We’ve created content for a long time now – even before it was called “creating content.” And what’s interesting about the two of us is that we have very different, yet complimentary backgrounds. Here we’ll share how you can work on building a well-rounded team of content marketing experts – Read more…

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Thought Leadership, Featured

The Content Radar: A Model To Help You Clarify The “Added Value” Of Content

If there is one core element that defines content marketing that we can all agree upon, it is the idea that it has to be useful, entertaining or educational. It has to add value. Every good piece of content has to add value in a certain context. Personally, I have Read more…

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Thought Leadership, Featured

How To Capitalize On ‘How To’ Searches

Google recently revealed its most popular “how to” searches, underscoring one important way consumers use the search engine to find what they need – and where brands have an opportunity to not only find them, but provide value. And these opportunities are only expanding. Case in point: Jonny Dempster, director Read more…

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Thought Leadership, Featured

That Fine Line Of Trickery In Digital Marketing: How Not To Cross It!

Digital marketing can be done a number of different ways. Slow or fast Set or iterative Right or wrong to a degree (of course, there are many different right answers to digital marketing issues) Authentically or trickery I’m a big fan of running digital marketing in a fast way that’s Read more…

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Thought Leadership

Why Brands Need to Stop Chasing Marketing Hype and Start Pursuing Audience Intent

Brands waste too much time and effort chasing the next, shiny marketing strategy or buzzword, thinking it’s a silver bullet. Leading with “intent” lets brands put their audience first, and leaves the tactical marketing implementation as a detail, not a key focus. There are a lot of buzzwords in marketing—inbound, Read more…

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Thought Leadership

Content Marketing Storytelling: Not Everything Has To Have A Marketing Lesson! Just Share Your Stories!

In August, the solar eclipse was visible from parts of the United States – including partially from where I live in Iowa. There were clouds, but it was still a pretty decent view. People were excited and the event was taking over social media, allowing us a short break from Read more…

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Thought Leadership, Featured

Content Strategy Explained (Think of It as a Plane)

Content Strategy has a lot in common with air travel when you think about its various components. In my latest blogpost on the idea of a “minimum viable content strategy“, I use the analogy of a plane to explain content governance. I regularly use this analogy when onboarding new clients Read more…

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Thought Leadership

Customer Success Story: How Malwarebytes Created Award-Winning Content

As content marketers, the holy grail of challenges we all face is figuring out how to create engaging, relevant content that ultimately converts and strengthens the relationship we have with our audiences. One of the many risks when it comes to investing in content is a lack of guarantee that Read more…

storytelling
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Thought Leadership

A CMO Guide: How to Get your Teams to Tell Better Stories

I’ve been hearing this question from digital marketing leaders and executives more often lately: How do I get my content teams to tell better stories? Of course, “better” is highly subjective. What it often comes down to is how do we make them: Unique Highly relevant I’m really glad more Read more…

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Industry trends, Thought Leadership

Content marketing workflow: Should we do native video on LinkedIn now?

LinkedIn finally joined all the other networks in allowing native video. I actually ran across it last week when I was flying home after a few content marketing meetings in Canada. Of course, I immediately wanted to give it a shot to see how easy it would be to upload Read more…

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Thought Leadership

How We’ll Create Some Good Content Marketing Workflows Together

Storytelling has been around for a while. It’s not that new at all, despite its headline-grabbing ability in the content marketing world right now. It’s not even new for businesses. Organizational storytelling has been around for over 100 years.. Unfortunately, the latest iterations of organizational storytelling seems to make processes Read more…

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