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3 Consumer Behavior Insights to Improve Your Content Marketing

[fa icon="calendar'] Sep 20, 2018 12:43:14 PM / by Jeff Thomas posted in Content Marketing

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There are a number of factors that can impact the success of your content marketing efforts. For example, are you using a marketing automation platform like HubSpot? (If not, you should be!) Are you publishing interesting and helpful content on a regular basis? (You absolutely must be!) Are you collaborating with a content marketing agency on your strategy? (I would submit that that is never a bad idea!)

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How to Avoid 5 Common Content Marketing Miscalculations

[fa icon="calendar'] Aug 31, 2018 5:16:38 PM / by Jeff Thomas posted in Content Marketing

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Content marketing is simple in theory: create compelling materials and use them to nurture relationships with people who, over time, make the gradual transition from prospects to customers. However, there is definitely an art to effective inbound marketing and some mistakes are all too common. But, knowing what the potential miscalculations are can help you steer clear of them.

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7 Expert Tips on Ending a Creative Slump

[fa icon="calendar'] May 28, 2018 2:17:00 PM / by Jeff Thomas posted in Content Marketing

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Two of the most important aspects of an effective content marketing program are consistency and creativity. The former is really just a matter of will—putting out high-quality material on a regular basis to keep your target audience informed and engaged. The latter, however, is a little more tricky.

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9 Tips for Marketing to Millennials

[fa icon="calendar'] May 11, 2018 3:12:28 PM / by Jeff Thomas posted in Content Marketing

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According to Pew Research Center, millennials are now the largest generation in the American workforce. Needless to say, they are a very desirable demographic for many companies. Find the key to winning them over, and you will likely find tremendous sales success.

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The Content Marketing Olympics: Snatching Victory from the Jaws of Defeat

[fa icon="calendar'] Feb 28, 2018 4:00:35 PM / by Jeff Thomas posted in Content Marketing

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As I write this, the action in PyeongChang is wrapping up. From my perspective, some of the best stories from the XXIII Olympic Winter Games are those in which an athlete who seemed to be out of medal contention snatched victory out of the jaws of defeat, as they say. I watched that happen on many occasions, and it occurred to me that the same can be true with your content marketing program.

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Feeling is Believing: Yes, Your B2B Content Marketing Needs Emotion

[fa icon="calendar'] Feb 16, 2018 12:54:23 PM / by Jeff Thomas posted in Content Marketing

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Many a B2B marketer has spoken words to this effect: “Yes, emotion is helpful in B2C marketing, but it just doesn’t work in B2B.” And many a B2B marketer has been mistaken! It seems that we’ve convinced ourselves that business decision makers only focus on purchasing products and services that “drive business value” or that have the right technical specs and “differentiators.” In short, we think that behind the fleshy exterior lives a cold, heartless, analytical robot.

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How a Study of 1,000 Infographics Can Make Yours More Powerful

[fa icon="calendar'] Dec 29, 2017 9:13:30 AM / by Jeff Thomas posted in Content Marketing

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Infographics are a proven tool for communicating data quickly, clearly, and in a way that engages the viewer. And they can be a key component of a content marketing program. That said, all infographics are not created equal. As you would expect, some are better at grabbing and keeping the attention of a target market. But, what’s the right “recipe” for an infographic? You can certainly start to zero in on what works through trial and error. However, a better approach is to use data to drive your decision making.

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Proven Content Marketing Tips for Nonprofits

[fa icon="calendar'] Dec 14, 2017 8:29:18 AM / by Jeff Thomas posted in Content Marketing

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There was a time when nonprofit entities tended to believe that content marketing was meant for businesses only. Today, however, nonprofits understand that they can leverage engaging materials to attract and inform their target audience, thereby increasing support for their cause. However, just like with any organization, it requires a solid strategy that incorporates some proven tips of the trade.

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Content Fatigue: 4 More Strategies for Overcoming It

[fa icon="calendar'] Dec 7, 2017 12:26:47 PM / by Jeff Thomas posted in Content Marketing

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In a previous post, I talked about “content fatigue” as a condition we’re all experiencing as more companies come to understand the power of content marketing and begin creating bushels of content. But, I expressed my opinion (which is shared by some of the wisest marketing gurus out there) that the idea that inbound marketing has run its course is nonsense. No marketer worth their salt is going to turn back the clock and start bombarding their target audience with old school flyers full of nothing more than product features and benefits.

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Content Fatigue and 4 Tips for Preventing It

[fa icon="calendar'] Nov 30, 2017 9:59:37 AM / by Jeff Thomas posted in Content Marketing

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If you want confirmation that content marketing works, just do a search online for any product or service, no matter how obscure. I guarantee you’ll find content… lots and lots of content. Marketers have invested time and money in creating those materials because they know that their audience is hungry for them. That said, the sheer volume of content that has been created in recent years has led to what many are referring to as “content fatigue.”

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5 Content Marketing Lessons You Can Learn from Thanksgiving Dinner

[fa icon="calendar'] Nov 21, 2017 9:48:02 AM / by Jeff Thomas posted in Content Marketing

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Thanksgiving marks the unofficial start of the holiday season. And whether your product or service is one that gets gobbled up between now and the end of the year or not, there are some great content marketing lessons to be learned from that time-honored tradition, the family Thanksgiving dinner.

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How and Why to Keep a Watchful Eye on Your Competition

[fa icon="calendar'] Nov 16, 2017 1:04:10 PM / by Jeff Thomas posted in Content Marketing

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Right now or later this week… in a conference room across town or across the country… a team is or will be meeting not to focus on their product and service offerings, but on yours. In today’s increasingly competitive business climate, companies that have an understanding of what others in their industry are doing are much more successful than those that don’t. As part of your content marketing efforts, it’s critical that you commit some resources to competitive research.

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Rise of the Machines: Content Intelligence is Growing in Importance

[fa icon="calendar'] Oct 31, 2017 9:39:48 AM / by Jeff Thomas posted in Content Marketing

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Ignore the humorously ominous title of this post. Content intelligence isn’t something to fear. In fact, it’s something to embrace. “Content intelligence” is a term that’s been around for a decade or so, but it has been used much more frequently in the last few years. It refers to the knowledge gained from systems that use information on content consumers and content consumption to produce actionable insights for driving a content marketing strategy. Yes, that’s a mouthful!

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5 Exciting Content Marketing Predictions for 2018

[fa icon="calendar'] Sep 29, 2017 3:08:19 PM / by Jeff Thomas posted in Content Marketing

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Oh, how time flies! I can’t believe I’m saying that fall has officially arrived, but it has. And before you know it, we’ll be handing out candy, eating turkey, wrapping presents, and ringing in a new year! I suppose as marketers we're especially sensitive to the passage of time, as we’re constantly trying to stay ahead of the curve.

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5 Can’t-Miss Content Hacks (and a Great Resource from HubSpot)

[fa icon="calendar'] Aug 31, 2017 6:08:23 PM / by Jeff Thomas posted in Content Marketing

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When it comes to distributing, promoting, tracking, and optimizing marketing content for an inbound marketing program, HubSpot is head and shoulders above other platforms, in my estimation. That’s why we are a HubSpot Certified Agency Partner, and one of the top HubSpot agencies in Colorado. But the company is about more than just managing content—they have some great strategies for creating it. Their Content Marketing Hacks guide includes insights from content experts within and outside the company. I share some of the ones that we have found most useful at 30dps below. If your team isn’t using these hacks, and others in the guide, you should be!

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New Survey Shows How Your Content is Influencing Buying Decisions

[fa icon="calendar'] Aug 26, 2017 12:33:57 PM / by Jeff Thomas posted in Content Marketing

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We frequently talk about how producing and promoting compelling marketing content can be a game-changer for companies looking to get the attention of the their target personas and gain more market share. But how, specifically, does content influence the purchasing process? A new report from the Content Marketing Institute and SmartBrief sheds a little light on the subject.

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The Uncomfortable Truth About Content Marketing

[fa icon="calendar'] Aug 8, 2017 12:27:23 PM / by Jeff Thomas posted in Content Marketing

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As you may have guessed from our many blog posts on the topic of content marketing, we’re huge proponents. Not only has it delivered tremendous results for our clients, it has done the same for us. That said, it would be wrong to portray content marketing as all “unicorns and rainbows.” As one of the top inbound marketing agencies in Colorado, Missouri, and Washington, we are always honest with our clients nationwide about the fact that there are things about inbound that may make you uncomfortable at first.

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Your Easiest Sale: Content Marketing Increases Customer Lifetime Value

[fa icon="calendar'] Jul 13, 2017 5:38:38 PM / by Jeff Thomas posted in Content Marketing

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I don’t know if this is one of those business axioms that has already been stated, but if it’s not, it should be: The best customers you’ll ever acquire are the ones you already have. What do I mean by that? Well, simply that the cost of attracting, nurturing, and ultimately converting prospects to customers will always be higher than the cost of selling existing customers more of your products or services. There’s even a term for this concept: customer lifetime value. And while companies tend to associate content marketing with generating leads and closing new deals, it is equally powerful when it comes to retaining existing customers.

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Ouch! The Real Pain Comes When Your Marketing Content Doesn’t Have Hooks!

[fa icon="calendar'] Jul 10, 2017 3:57:25 PM / by Jeff Thomas posted in Content Marketing

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While they might take offense at the comparison, your prospects are a little like fish. We all are. We swim around the internet having a quick taste of some of the trillion pieces of marketing content out there to consume. In the vast majority of cases, we immediately let go and keep swimming. But every now and again there’s something we just can’t release. We’ve been hooked. This doesn’t happen by accident. The content marketing angler at the other end of that line knew exactly how to get your attention. And now, having engaged, you’re much, much more likely to become a customer.

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Content Marketing Isn’t About Content: 4 Ways to Build Trust in Your Audience

[fa icon="calendar'] Jun 30, 2017 2:09:52 PM / by Jeff Thomas posted in Content Marketing

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In the final analysis, content marketing isn’t really about content—it’s about trust. OK, it’s about content too, but in order for your inbound marketing program to be effective, you’ve got to earn the confidence and respect of your target personas. They have to believe you are who you say you are and that you can deliver what you say you can deliver. So, while we talk a lot at 30dps about creating content that is “engaging” and “informative,” it’s also critical that your content “generates trust.” 

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