Virtual events have taken off during the pandemic and industry experts predict a hybrid future, offering advice on how to create experiences that engage both in-person and digital attendees. "Most of our experiences have focused on personalization of the content journey -- giving choice to the attendee on the topics they want to hear about and the insights most relevant to them, and delivering that to them in a succinct package," says Google's Nikki Garvey.

Marketers can employ artificial intelligence to improve Facebook advertising by gleaning insights from data, boosting targeting and measuring the performance of creative, writes Attrock's Shane Barker. Barker explains the benefits of AI tools, such as Adext, Phrasee and AI Target.

Attract more high-quality leads by using contact databases to connect with the decision-makers at key accounts and offering valuable lead magnets to prospects, advises Shane Barker. Partner with thought leaders to combine influencer and affiliate marketing, and personalize email campaigns to target prospects with the solutions they need, Barker recommends.

Business-to-business marketers can improve their return on investment from content marketing by basing strategy on insights related to target audiences, the sales funnel and content trends, writes Attrock co-founder Shane Barker. Barker explains how to gather such insights and offers advice on various content distribution channels such as LinkedIn, blogs and other social platforms, email and industry websites.

Attrock's Gaurav Sharma offers six reasons why video is essential for content marketing, citing studies that show video is the preferred content format, drives sales and is more likely to be shared by people than other content. He also explains how video can alleviate pressure on customer service teams and why it boosts return-on-investment in email marketing.