ROI
Trends
Don’t Make These Marketing-Budget Mistakes in 2022
The following is a guest post by Aimee Schuster, CEO and founder at Bandwidth Strategy. Opinions are the author's own.The inherent difficulty in setting a marketing budget is knowing that it's almost never set. As I've experienced throughout my career, marketing dollars are the first to be pulled back as ...
POV
How Creating a Product Story Can Generate Sales
It’s been reported that stories are 22 times more memorable than facts. So, you can tell a customer all day the details behind your top-notch, hand-woven, rated No. 1, etc. product or service consistently for a decade, but those facts won’t matter as much as the story behind it. Cognitive ...
How To
4 Ways to Build Brand Salience Through Storytelling
Creating brand distinctiveness—for challengers and even legacy organizations—is more attainable than ever.Stories can’t stand still. With enough skill, passion and resources, brands can become more salient and grow, or begin to lose their salience, become noise and decline. Salience—the quality by which something comes top of mind at the all-important ...
How To
10 Steps to Optimize Your Content Marketing Program for ROI
Industry legend and CEO of Marketing Insider Group Michael Brenner opened his presentation at this year’s Content Marketing World conference with a warning to marketers: don’t just keep doing what you’ve done before, relying solely on what’s worked for you in the past. According to Brenner, that’s the biggest challenge he’s ...
Trends
Content Marketing Predictions for 2022 (And How to Navigate Them)
Each new year in the world of content marketing is defined by change. Budgets shift. Audience expectations and habits evolve. New trends crop up. Technology advances. Fresh formats and platforms rise as stale predecessors fall.We’re expected to not only keep an eye on these individual changes, but also understand how ...
How To
How to Deliver the Content Your Audience Wants
A successful and efficient content marketing strategy should start with key editorial goals focused on engaging a target audience in a deep, authentic way. But short of a crystal ball and supernatural gifts, how can you determine the stories and content refinements that will attract and engage your audience?Listening and analytics ...
