How to Create Personas and Map Content to the Buyer Journey

Content starts and sustains conversations with customers. But in order to have a meaningful dialogue, you need to know to whom you’re speaking.“Developing buyer personas” is what marketers call the process of figuring that out. 

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consumer journey, content marketing, personas, Uncategorized

Dear CMO, Part 1: Why Your Content Misses the Mark

Now, perhaps in the B2B environment in which a majority of these large companies operate (and spend millions every year on content), these findings should not come as a shock.

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content, leadership, b2b, Uncategorized, CRM

How content drives revenue

Not everyone understands what content can do for your bottom line. Columnist Rachel Lindteigen breaks it down so that your clients or team members will recognize the results of your efforts.

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content marketing, Uncategorized

Fashion Content Marketing 2017: Top Trends

A content marketing strategy that focuses on mobile, personalization, and authenticity is more than a passing trend – it’s a must-have for fashion retailers in 2017 and beyond.

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content marketing, fashion, Uncategorized

Higher Education: How to Raise Your Content Marketing Game

Higher education marketers face an interesting dilemma – in many scenarios, the person who writes the check won’t ever use their services.

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marketing, content marketing, Uncategorized

The Nine Traits of Highly Effective CMOs

Blame it on the pace of change: A new study cited by the Wall Street Journal shows the average tenure of a chief marketing officer of a major brand is only 42 months — shorter than the typical life span of a goldfish. In fact, the field is changing so rapidly that many simply find it tough to keep up.

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marketing, CMO, technology, Uncategorized

People-based measurement is the new black

Ad tech and CRM are converging, and columnist Jordan Elkind believes the need for people-based measurement has never been greater.

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marketing, people-based measurement, Uncategorized

95% of online shoppers say a positive return experience drives loyalty [Report]

Narvar found almost all consumers surveyed would buy again from a retailer if they were satisfied with the return process.

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marketing report, online shopping, Uncategorized

The expanding role of design in creating an end-to-end customer experience

Lines between products, services, and user environments are blurring. The ability to craft an integrated customer experience will open enormous opportunities to build new businesses.

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marketing, Uncategorized, customer experience

Emotion Drives Experience At Each Stage Of The Customer Journey

It all starts by knowing what your customers expect and giving it to them. It is not more complicated than that.

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marketing, CMO, Customer Journey, Uncategorized

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