Category Archives: Pre 2017

We’ve written in the past about repurposing content across channels — from putting white paper research to work in infographics and blog series, to producing webinars and Slideshare presentations based on in-person events — but today we want to take a look at how smart marketers can repurpose content to serve multiple audiences. Why would […]

In addition to the challenges that come with expanding into a new target market, marketers also face challenges when their organization expands services into new geographic regions, domestically or internationally. As a marketer, are you prepared to broaden your horizons to effectively serve these new audiences? If your organization is considering expanding its services, take […]

Has your organization ever decided to expand its horizons by reaching out to a new market segment? Targeting a new audience brings challenges and opportunities, and responsibility for the success of the venture often rests squarely on the marketing department. As you prepare to approach a new audience, make sure you are doing the following: […]

The best marketers don’t fit their work into clearly defined boundaries. They constantly push the limits of marketing practices and challenge widely held understandings of what marketing can and should accomplish. This month, we’re taking a look at marketing’s “new horizons.” These are the boundaries of marketing ready to be pushed and the areas we […]

Has your marketing department discussed your budget for the new year yet? To keep your 2016 strategy on track, it’s essential to structure your budget smartly and align it to the right tactics. Trends in marketing spend Since 2011, digital marketing spend has ballooned, with the largest slices of the pie made up of search […]

Many marketers will begin work on their 2016 plans this month. Are you one of them? As you develop your 2016 marketing strategy, it’s critical to remember that we no longer live in a world of marketing “rules and tools.” Today’s successful marketers are instead guided by the new marketing value chain, which aims to […]

On Wednesday, we covered how Google’s “mobilegeddon” may have affected your organization, and what to do about it. Today, we’re taking a look at another recent marketing change your organization needs to stay on top of — the decrease of organic reach on social media. Organic reach is defined as “the total number of unique […]

In our next three posts, we’ll be discussing 2015 marketing changes that affect all brands. Today we’re taking a look at Google’s April SEO restructuring plan (lovingly called mobilegeddon), in which they moved to give priority to mobile-friendly websites in search. This revamp of traditional SEO practices had marketers scrambling to make sure their websites […]

All marketers must continuously make adjustments to improve the reach and impact of their messages. So what separates the successes from the failures? Well, the best marketers know what not to do. They understand which changes to pursue and which ones to avoid. Here are five things you should never do if you want to […]