Ann Smarty outlines nine tools to facilitate content marketing, including CoSchedule, which helps marketers manage social content. TextOptimizer provides topic inspiration, Viral Content Bee helps with influencer collaboration and BrandMentions alerts marketers to social conversations about their business.
Viola Eva explains the rising phenomenon of zero-click searches, which means that search results already convey the information a prospect is seeking so the searcher is not motivated to click through to sites or landing pages. She provides a guide on how marketers can optimize for Google's featured snippets to win the zero-click content battle.
Stay on top of industry trends by attending media pitching coach Michael Smart's two-day workshop, "Secrets of Media Relations Masters," in Atlanta, on March 21 and 22. Discover how to craft the perfect pitch and get placements without pitching.
Billions of connected devices are coming to the internet of things, presenting a vast new field of opportunity for marketers to reach users and collect data. Robin Kurzer explores the ways some companies are already using the IoT for marketing, beginning with smart speakers and other home-based devices.
Sarah Thomas made National Football League history during Sunday's Patriots-Chargers game as the first female on-field official during a playoff game. The Mississippi native, who was hired by the NFL in 2015, was also the first woman to officiate a college football bowl game.
Slack has launched a new logo and font in anticipation of its initial public offering this year. The updated logo simplifies the color scheme and gets rid of the familiar angled plaid hashtag in favor of a four-colored pinwheel, making the logo more cohesive across various executions.
The group Truth in Measurement is pursuing greater advertising transparency, and Victor Wong, head of founder company Thunder Experience Cloud, says that a balance between privacy and data-sharing is important in this effort. Anonymized user IDs would allow companies to know how many times a given user has seen an ad on different platforms, Wong elaborates, but that would require brand consensus about the IDs themselves.
Kay Kienast provides 10 ways for business-to-business marketers to improve content syndication, including experimenting with different publishing partners and creating content that adds value for prospects. Nurture leads from third-party partners, target audiences on different platforms with customized content and consider investing in automation technology to manage the process at scale, she advises.
Marketers should use predictive analytics to identify the next action individual prospects are likely to take and find the right moment to persuade them to convert, writes Nicole Martin. Personalize content to the most high-value leads and use data to prove return on investment, she writes.
Demonstrating that a business has a positive influence on society is no longer optional -- it's necessary, regardless of industry sector or end users, writes Alaina Shulman, account supervisor at Stanton. She offers a few reasons why B2B marketers lagging behind need to get on board.