Tiffani Allen

Online Marketing News: Email Workflow, Google Cracks Down, Influencer Marketing Fails

Tiffani Allen on Aug 26th, 2016     Online Marketing, Online Marketing News


How to Optimize Your Email Production Workflow [Infographic]
This infographic takes a look at the email marketing production processes of over 900 marketers to help isolate helpful tips and tools to help optimize email marketing workflows. Helpful hints include the optimum production cycle, tips for strategy and goal setting, content creation, design and development. MarketingProfs

Google warns it will crack down on “intrusive interstitials” in January
Google has made another bold move on behalf of user experience — cracking down on intrusive interstitials. The platform says that these ads are problematic on smaller screens, like mobile devices. Sites affected are those that show a pop-up, either immediately or after the user has been browsing content for a while, after the user has arrived from search results and those that show interstitials that users have to dismiss to access content, among others. Search Engine Land

Ashley Zeckman

Supply & Demand: Making the Case for Less Content #UFX2016

Ashley Zeckman on Aug 25th, 2016     B2B Marketing, Content Marketing


The problem with most marketing teams isn’t a lack of ideas. It’s a lack of clarity and focus.” – Hana Abaza

The meaning of the expression “less is more” is one that many content marketers are still struggling with. In an effort to capture the attention of busy and distracted consumers, they’re creating more content than ever.

But more isn’t always better.

Uberflip’s amazingly talented and entertaining VP of Marketing, Hana Abaza opened up day two of the Uberflip Experience conference to have a frank conversation about content marketing supply and demand.

Marketers Are Focusing on the Wrong Things

Content Impact

Here’s the harsh (and somewhat funny) reality for marketers:

  • 90% of marketers think they’re productive, but they also work on weekends. (Workfront & Harris Poll)
Ashley Zeckman

When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016

Ashley Zeckman on Aug 25th, 2016     B2B Marketing, Content Marketing


Over the past few years, B2B marketers have been abuzz with the concept of Account-Based Marketing (ABM). It’s like some sort of futuristic concept was finally here and would be the solution that we all needed.

But just like any other marketing tactic, it takes time to figure out how to approach it successfully. In order to win with ABM, marketers need to understand how to effectively incorporate content into the mix.

To help us understand how to do that, Everstring’s Dayna Rothman gave a great, info packed presentation at Uberflip Experience that covered the basics as well as more in-depth strategies for tackling an account-based content strategy effectively.

What is ABM & Why Should You Care?

ABM is the strategic approach marketers use to support a defined universe of strategic and named accounts. – SiriusDecisions

Ashley Zeckman

Uncovering The Problem with Personalization in B2B Marketing #UFX2016

Ashley Zeckman on Aug 24th, 2016     B2B Marketing, Content Marketing


B2B marketers around the globe are all experiencing the same pain. That consistent pain is how to reach, engage, qualify and convert audiences into paying customers.

We’ve all become acutely aware that more content isn’t always better. But now, we’re faced with an even harsher reality about B2B marketing which is that we somehow have to find a way to not only reach the right decision makers, but also figure out how to get them all on the same page.

Pat Spenner of CEB provided some amazing insights at the Uberflip Experience conference into the current state of B2B marketing, as well as ways to approach our marketing in a more data driven way.

Ashley Zeckman

[eBook] How to Build Your B2B Marketing Empire From the Ground Up

Ashley Zeckman on Aug 24th, 2016     B2B Marketing, Online Marketing


Is your B2B marketing a skyscraper or a sandcastle?

It’s no fun to spend a day on the beach creating your dream house, only to have the tide wipe it out.

But if you were planning on moving in with your spouse and kids…well, that would be a problem.

It takes planning and strategy to build something that will stand the test of time. Right now, too many B2B marketers are building their empire–and betting the future of their business–on nothing but sand and water.

If your organization is building without a foundation, you’re not alone. We’ve all seen the stats: Nearly two thirds of B2B marketers have no documented content marketing strategy. So it’s not surprising only 30% say their efforts are effective. It’s time to develop a new blueprint for success.

Caitlin Burgess

6 Ways Marketers Can Optimize Their LinkedIn Profile

Caitlin Burgess on Aug 23rd, 2016     Content Marketing, Digital Marketing, LinkedIn, Social Media


With more than 450 million members worldwide, LinkedIn is the world’s largest professional network–and it’s growing every second. In fact, LinkedIn reports that people are signing up for the platform at a rate of two members per second.

For many of us marketers, LinkedIn’s continued growth is no surprise. Not only is LinkedIn the place to showcase your own talents and experience, but it also holds incredible networking and marketing opportunities for promoting our clients and our own brand or agency to the masses. From bolstering professional credibility to building thought leadership to maintaining client and prospect relationships, LinkedIn is an amazing tool.

But are we all using this wonderful tool to its full potential?

Lee Odden

Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Lee Odden on Aug 22nd, 2016     Influencer Marketing, Interviews, Social Media

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

Tiffani Allen

Online Marketing News: CEO Social Success, Influencers Love Instagram & Pinterest Video

Tiffani Allen on Aug 19th, 2016     Online Marketing, Online Marketing News


3 Things Every CEO Should Do to Succeed on Social Media [Infographic]
This new infographic from MDG Advertising illustrates three simple rules for CEOs on social media: Start with LinkedIn, pick a few networks outside of LinkedIn and stick with them, and avoid being boring. Why should CEOs be on social media in the first place? It gives the organization a human face, and it’s a great way to positively impact a company’s reputation. MDG Blog

Influencers: Instagram Is the Most Engaging Platform (Report)
A new report shows that 60% of influencers consider Instagram to be the most effective platform for engaging with their audiences, while only 18% said Facebook was the most engaging. The same study showed that 34% of influencers didn’t think that brands had a realistic understanding of the costs of influencer marketing. SocialTimes

Ashley Zeckman

[eBook] Welcome to The 2016 Content Marketing Summer Games

Ashley Zeckman on Aug 18th, 2016     Content Marketing, Online Marketing

Content Marketing Summer Games Cover Image

Every year, thousands of high school students head to the track, pool, or stadium dreaming of greatness. Hundreds make it to college-level competition. A handful become pros. But when all’s said and done, just one athlete takes the gold.

Likewise, content marketing has become a highly competitive landscape. Thousands of writers, brands, marketers and entrepreneurs compete day in and day out for attention on the web. But did you know that a single consumer is exposed to thousands of marketing messages every single day? And that 50% of content marketers don’t know what success looks like?

To have a shot at connecting with your audience, you must become a champion content marketer. But what does that look mean?

Joshua Nite

20 Must-Have Content Marketing Tools for Writing Better Blog Posts

Joshua Nite on Aug 17th, 2016     Blog Marketing, Blog Optimization, Content Marketing, Online Marketing


Fans of high culture rejoice. We have finally realized our potential as a species. We have reached the pinnacle of creative expression.

That’s right. MacGyver is getting a reboot.

For those of you born in the 90’s, MacGyver was a TV show starring Richard Dean Anderson and his amazing mullet:


Image via Telestar

Breathtaking, isn’t it? MacGyver was a secret agent who used the power of feathered hair (and an array of improvised gadgetry) to fight the forces of evil. Give the man a paperclip and some bubblegum, and he could make anything from a deadly weapon to a stylish evening gown.

Content marketers tend to be the MacGyver of the marketing world. We may not have the hairdo (or any hair at all, in my case), but we’re used to making miracles with an improvised toolkit.

Caitlin Burgess

6 Tips for Increasing Facebook Organic Reach in an Age of Decline

Caitlin Burgess on Aug 16th, 2016     Facebook, Social Media


In late June, Facebook announced they would be changing the News Feed algorithm to favor content from users’ friends and families, triggering a collective sigh (and maybe some choice words) among publishers, brands and marketers who rely on Facebook to boost brand awareness and generate referral traffic to their website and blog content.

While Facebook admitted that they anticipated a dip in reach and referral traffic for some pages, many Page admins were probably already noticing a decline. Shortly after the announcement, BuzzSumo released data they’d collected after reviewing 25 million Facebook posts that the top 10,000 publishers has posted in the last year. Generally speaking, the average of total shares were up, but BuzzSumo discovered that average shares for posts with links were falling.

Graph of Facebook Posts - BuzzSumo

Lee Odden

5 Magical Tactics for Repurposing B2B Marketing Content

Lee Odden on Aug 15th, 2016     B2B Marketing, Content Marketing

Repurpose B2B Content Marketing
Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.

At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.

With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.

To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.