The keys to activating content across multiple channels
Are you getting the most out of your content? Columnist Jim Yu offers tips on how to develop content that can make an impact and drive results across channels. Sometimes when we think of content marketing, we fall into the trap of understanding it solely as a limited set of strategies to create engagement and improve our search ranking. This sort of thinking can limit marketers’ ability to...
SEO & intelligent content: Discovery, connection and improved performance
Jim Yu explains how search data can be used to better understand your customers, allowing you to create targeted, ‘intelligent’ content that will really move the needle. Customer journeys have evolved significantly in their complexity, with the sheer amount of touch points possible exploding due to digital advancements. Mobile has risen to number one, in terms of consumer use and...
4 simple tips for finding your brand’s voice
Having a unique company voice has become more important in recent years. Companies big and small struggle to find the right tone of voice to use on social media, in content marketing campaigns, in advertisements, when being interviewed by the press, and even in personal interactions. Anything that negatively affects the overall brand voice is problematic. Whether it’s a leaked video of a CEO...
How to train your B2B customer support team to build a loyal customer base
Building trusting customer relationships takes time and constant interaction, and there is no “one-size-fits-all” solution. In B2B, your customer is your most important asset. Not only do you rely on them to keep current operations successful, you lean on them as references to potential customers so your business can continue to thrive in the future. Building these trusting...
How to run a successful native advertising campaign
Each and every minute of the day, blog writers publish 1,400 new posts, Facebook users share 2,460,000 pieces of content, and Twitter users tweet 277,000 times. Enough to make your eyes glaze over, isn’t it? Internet users are relentlessly publishing content, and in order for it to be seen, it not only has to cut through the noise—it also has to get in front of the right people. For this...