After managing content programs for over 1,000 brands, we have learned that the teams who set clear content objectives outperform those who just "publish and pray" by a wide margin. A content marketing objective is a measurable KPI tied directly to the content you produce — and it plays a critical role in the creation,…

Creating an effective marketing campaign can feel overwhelming. There is an endless variety of traditional marketing and digital marketing options to choose from.  Figuring out which ones can help your business and then weaving them into an effective plan is difficult — especially if you don’t have something to guide you. That’s where a growth…

Marketing has evolved into a fast-paced business activity. There are countless tools and techniques that businesses use to promote their brands, products, and services. This is true for growth marketers as much as anyone else in the marketing world. Let’s take a look at some of the nuances that set growth marketing apart from traditional marketing…

So you’re great at what you do. Whether you’re an expert, service provider, or a product innovator, you want to stand out from the crowd. Simple logic would suggest that excelling in your field should be sufficient to become an industry leader. In reality, you will need to take additional steps to announce your presence…

Growth marketers may bring a unique element of experience and expertise to the table, but without the right tools, they can only go so far. A good growth marketing strategy is both comprehensive and complex. It considers paid, earned, and owned content, all of which are improved when you use the right tools. These tools provide…

Have you come across the term “growth marketing” and wondered what exactly it meant? You’re not alone. There is quite a bit of confusion in the marketing world about the term growth marketing and what it really entails.  We’re here to help clear up some of that confusion.  Consider this your growth marketing primer. Below is a…

Most people are aware of keywords. These are select words and phrases that signal to Google and other search engines what topics and information you’ve focused on in each piece of content. You can typically spot important keywords in an article title, intro paragraph, or scattered throughout a block of text. But how do you…

I've managed email campaigns long enough to know that a "high open rate" means nothing if it doesn't show up in the pipeline report at the end of the month. The real education came after a failed migration. Deliverability tanked, our publishing workflow turned into a mess of workarounds, and I was suddenly spending more…

A few years back I was rebuilding our nurture stack after a migration that went sideways. We had data scattered across five tools, cold leads quietly slipping out of the funnel, and sales breathing down our necks for warmer MQLs. What made it worse was watching competitors win deals with tighter, behavior-based sequences — showing up…