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When people are set in their beliefs, it can be almost impossible to change their minds. So, how does persuasion work when your audience has a closely-held belief? Many think presenting solid evidence will do the trick. But audience members often justify their original beliefs or behaviors in the face of facts. A paper fromRead more

A major B2B marketing stumbling block is trying to be all things to all possible prospects. Some marketers think that appealing to as wide an audience as possible will drive more sales. But showing that you know your customer is a far better tactic. What do I mean by “know your customer?” Well, you’re likelyRead more

Congratulations, you’re at the start of a brand-new year! Before you zero in on all the work ahead, let’s do a quick review of last year’s efforts. Figuring out what worked and what did not in the previous year will help you effectively update your marketing and PR for the New Year. Re-evaluate target mediaRead more

The most common video testimonial I’ve seen consists of a title card displaying a question and then a customer answering. This format is easy to do, but it’s also one of the least impactful. Even when the customer has a good story to tell, the title cards create regular “breaks” from any action. As aRead more

While words are an undeniably important factor in your content, visuals supercharge audience engagement. That’s because our brains respond better to visual content than to text. In fact, the brain processes visual content 60,000 times faster than it processes text. That means adding supporting visuals to your content enables your audience to retain much moreRead more

Headlines are arguably the most important component of your content, whether you’re writing a blog post, case study, white paper, etc. No one is going to read your content unless the headline first grabs their attention. So, how can you make your headlines irresistibly clickable? Draft Several Headlines I came across a CoSchedule blog postRead more

An effective content mix helps capture your audience’s attention and increases their engagement, drawing them along the buyer’s journey toward the purchase. And after the purchase, it helps maintain the relationship between you and your customer. When you create a content marketing mix from items such as articles, white papers, guest posts, e-books, fact sheets,Read more

Tough times like these can induce a knee jerk reaction in many businesses: slash costs, maybe lower prices, and then hunker down and wait for things to return to normal. But that’s like turning a sailboat toward the shore during a sea storm. It may feel like a good idea, but you’re likely to runRead more

You’ve waited the requisite amount of time, but your content marketing efforts aren’t generating leads, let alone sales. But you know content marketing is a good idea; you’ve seen the stats. So why are you getting little or no results? Well, it could be that you’re making mistakes that are undermining your goals. Below areRead more

When potential readers or, as we like to think of them, prospective customers are searching for white papers, your title is the first thing that they’ll see in search results. If it’s vague or boring, like the example below, they’re likely pass it by in favor of other options. So, how do you come upRead more