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B2B Metrics: Do Your Measurements Matter?

Applying metrics to marketing activities is a top priority for most B2B marketers, but establishing meaningful measurements can be difficult.  There are a lot of things you can track: open rates,...

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Thought Leadership: It Takes More Than Pushing Content

“Sometimes marketing is hard.  And I think we do it to ourselves.”  At least that’s what I thought when I saw Gartner’s definition of thought leadership marketing:“The giving – for free or at a nominal...

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Content Marketing White Paper; Your Guide to One of the Most Substantive...

Buyers and specifiers are hungry for information that solves a problem or helps them do their job more efficiently and effectively.  Therefore,  a content marketing program that provides them with...

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Content Marketing: Your Stories Are Now 'Content'

A great story is a great story — and if you develop the story for your specific audience in an educational and non-promotional way (that also helps you achieve your marketing goals), you have really...

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Thought Leadership vs. Content Proliferation (There Is a Difference!)

Ideally, thought leadership is about ideas: offering a unique point of view or an especially insightful look into a business issue. There’s a small debate in the industry however about whether or not...

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Social Media Metrics: The Challenge is What to Measure

According to BtoB Magazine’s Emerging Trends in B-to-B Social Media Marketing Studypublished earlier this year, the second biggest hurdle in adopting social for B2B marketers is poorly defined social...

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The Slice and Dice Approach to Content Marketing

Anything you read on the subject of Content Marketing notes the marketers’ concern that there isn’t ‘enough’ to go around – not enough viable topics, not enough budget and not enough time in the...

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Is Your B2B Agency Equipped for Content Marketing?

Writing good content is one thing, but does your B2B agency know how to leverage that content to your greatest benefit?  To my mind, the best purveyors of content are technically astute, full-service...

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Brand Development – Room By Room

Case Study Samples (Click to Enlarge): How do you create a unique brand and jump start awareness of a little-known Chicago area home remodeling business in a down market, facilitate more sales and...

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Determining the Right Content for Your Lead Nurturing Program

In years past, assets such as brochures, product bulletins and data sheets encompassed a technical company’s marketing content. Some companies also used white papers and case studies to entice users to...

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Ways Your In-house Marketing Department Benefit From a Full-service Agency?

If you’re like a lot of client-side B2B marketers, your firm has probably added a variety of in-house marketing capabilities over the past few years.  We’ve been seeing companies do it for a variety of...

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Content Creation: What Not To Do

Negatives have their place, don’t you think?  Because sometimes it is just as important to know what you shouldn’t do as it is to know what you should do.  Case in point, here are five things you need...

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The Lottery, Adele and Authenticity in Social Media

Well, it’s happened again: someone or some group of people won Illinois’ Powerball.  It was either $340 million or $360 million; I forget now.  But the key point is that it wasn’t me.  I have never...

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Simple Trade Show Promotions to Boost Your ROI

I just read a report that, according to the Center for Exhibition Industry Research (CEIR), trade show activity was up 3.8% in the 4th quarter of last year when compared with Q4 of 2010.  In fact,...

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Company Messaging Strategy – Telecast Fiber Systems

Case Study Samples (Click to Enlarge): ChallengeTelecast Fiber Systems’ video, audio, and communications systems are used worldwide by TV networks, teleproduction companies, sports venues, and various...

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