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Integrated Marketing Association

Content Marketing

By Marco Marini

Eight Tips for Driving More Action with Your Call to Action

You’ve agonized over your subject line. Your offer is spot on. You’ve segmented your lists so you know this email is going to just the right audience. But have you put enough effort into the ask, what we call the “call to action”? If not, you are jeopardizing all the other work you’ve done. Ways […]

By Autumn Rivers

Bing Visual Search Lets You Find Information on Any Item in an Image

If you’ve ever looked at a picture online and wanted to know more about one particular item in the image, Bing Visual Search will make your day. This new capability makes it possible to search within an image you see online, so you can find out more about, well, practically anything you see in it. […]

By Aaron Lee

The Secret to Writing Powerful and Catchy Headlines

In a world full of noise, a blog headline can either make or break your content. Writing headlines is tough! When I first started blogging, I was terrible at writing headlines. My headlines were dull and could put people to sleep. The headlines didn’t justify what my content is about. I’ve written excellent content in […]

By Tom Pick

Improve Your Content Marketing with Strategy, Audits and Funnels

B2B marketers are increasingly optimistic about the success of their content marketing efforts, but some big challenges remain. According to the latest research from the Content Marketing Institute, summarized here, 89 percent of B2B marketers say they are using content marketing, and 62 percent believe their efforts are now more effective than a year ago. […]

By Tom Pick

Some Costs of Your Content Marketing Efforts You Probably Aren’t Measuring—But Should

Content marketing was barely on the radar of most marketers as recently as 2012 per Google Trends, but interest and adoption have skyrocketed since then. According to research reported by Curata, 88 percent of B2B marketers are using content marketing, and 75 percent plan to increase their investment in content marketing this year. The Content […]

By Aaron Lee

6 Reasons Why Your Content Marketing Strategy is Totally Failing [and how to fix that]

I get emails almost every week from bloggers and writers who are frustrated at how content marketing strategies don’t seem to work. Some are even on the verge of giving up. Their email would start with something like: “I’ve been blogging for the past six months, and I’m not getting traffic, shares, and leads.’ or […]

By Shelly Kramer

The B2B Content Syndication Report

The modern B2B marketer rightly recognizes the power of quality content to educate, inform, and ultimately engage with their target customers as a key part of their lead generation strategy. However good it might be, the impact of content will be severely limited if it’s only available within the narrow confines of an organization’s own […]

By Rick Altman

The Warriors, Kevin Durant, and You

The Curse of Expectation Having been a long-suffering follower of the Golden State Warriors when they were terrible for over 20 years, it is with unreserved glee that I revel in the 2015 championship, last year’s record-breaking season, and this season’s acquisition of superstar Kevin Durant. But you don’t have to be a Warriors fan, […]

By Rick Altman

Don’t Say That!

Six Things Presenters Should Never Say The digital world is littered with articles with titles similar to this one. A Google search turns up 750,000 of them. And most of them offer good advice, albeit a bit redundant. Just about all of them warn against calling attention to your having run out of time, asking […]

By Shawn Elledge

Content Marketing

Content marketing is the strategic use of written words, imagery, and video in marketing materials to reach and maintain a connection with a target audience. Features of content marketing weave themselves throughout most other marketing strategies, but as a strategy on its own, it may refer to the creation and maintenance of a singular voice, […]

By Shawn Elledge

Content Marketing on a Budget: 9 Tools You Should Use

We all know that content is an important part of just about any marketing strategy, and it’s especially important when it comes to your lead gen efforts.. In fact, according to a recent study from MarketCrest , nine out of every ten marketing agencies rate content marketing as a hugely successful part of their overall […]

By Shawn Elledge

Mapping Demand Gen & Lead Gen Programs to the Buyer Journey

Marketers often confuse demand generation (demand gen) for lead generation (lead gen), but they’re not the same strategies. I suspect a lot of the confusion comes from using the same staff or team for demand gen as we do for lead gen. Personally, I like to think of these strategies as it relates to the […]

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