Marketers have a reputation for being creative and agile. We have to be, as the world is constantly changing and the needs of customers are continually shifting. Tactics that worked in the past rarely …
7 Steps to a Content Audit You Can Complete in an Afternoon
Some parts of a marketing manager’s job are exciting — planning social content, writing video scripts, interviewing customers to learn more about their needs and pain points. . . . Content audits are …
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25 Content Types to Engage Reason and Emotion
David Hume, an 18th-century Scottish philosopher, said that human reason doesn’t actually direct motivations and behavior — rather, feelings do. Hume discovered this by observing his own mind in …
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How to Map Your Content to the Buyer’s Journey of Each Persona
Many B2B marketers make the mistake of focusing too much on one stage of the buyer’s journey. Some produce most of their content for the top of the funnel — prospects who have just begun …
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Why Your Content Strategy Will Fail Without Validated Personas (+ a 5-Step Process to Create Them)
Startups and product designers know how important it is to validate a product idea before building it out. You must find out if your assumptions are accurate. Basing a product strategy on …
How to Craft a Messaging Platform that Moves Prospects to Action
Human beings are wired to avoid loss. We fear change because it involves risk—a potential for loss. For this reason, many B2B buying decisions get put off (or worse, permanently tabled). A buying …
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