Brand & Capture

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Two Marketing Secrets the Fastest-Growing Tech Companies Know

Stephanie Kapera Hawkins
Posted by Stephanie Kapera Hawkins

For young tech companies, there’s no higher honor than a spot on the annual Inc. 5000 list of America’s fastest-growing private companies. For marketing researchers, the Inc. 5000 represents a unique data set, ripe with opportunity to learn something about what great companies have in common.

Recently, I took some time to research the 2014 winners of the Inc. 5000 awards in the “Software” category. My unofficial study looked at each company’s website through the eyes of a marketer, with the goal of understanding what they might be doing differently than their non-ranked competitors. Overwhelmingly, I found evidence of inbound marketing across the board—of the top technology companies, most of them had a blog on their website, and many also featured a resource section with educational content.

So, what about their inbound marketing efforts stood out? I noticed two key themes throughout the companies I researched:

4 Reasons Why Having a Blog Establishes Credibility in Healthcare

Carrie Dagenhard
Posted by Carrie Dagenhard

Love it or hate it, blogging isn’t going anywhere.

In fact, at least 77 percent of internet users are now reading blogs, according to an infographic by IgniteSpot.

Once exclusive to industries such as fashion and technology, blogging has become a universally accepted form of brand communication. From retail to manufacturing, finance to agriculture—and, yes, healthcare—nearly every industry is represented in the modern blogosphere.

Why? Well, to be frank, because blogging is directly linked to an increase in leads.

But, there’s more to the benefits of regularly publishing high quality content than lining your company’s pockets. Blogging is essential for giving your brand a human element, directly communicating with current and potential customers and patients, and guiding prospects toward the appropriate next step in the buyer journey. Moreover, though, blogging offers healthcare companies virtually unlimited opportunity for establishing credibility.

Need more convincing? Here are the top four reasons a blog adds validity to your healthcare brand.

3 Reasons You’re Not Getting More Blog Subscribers

Annie Zelm
Posted by Annie Zelm

What to Do When You're Running Out of Content Ideas in Manufacturing

Annie Zelm
Posted by Annie Zelm

Do you ever think to yourself, “If I’m tired of writing about this, then my readers are definitely tired of hearing about it”?

6 Things Your Boss Wants to Know About Content Marketing

Annie Zelm
Posted by Annie Zelm

You’re already sold on the benefits of using content marketing to attract and nurture customers, but now it’s time to sell it to your boss.

Is Your Content Marketing Bubble About to Burst?

John McTigue
Posted by John McTigue

Apparently Rand Fishkin has been reading my blog posts (I wish), especially the recent one on Content Saturation. Today he blogged on why Content Marketers Could Become Their Own Worst Enemy. I can't say I disagree with Rand very often, but I think he, and others predicting doom and gloom for the content marketers of the world, may be missing the point.

How to Write a Blog in 60 Minutes: 4 Steps to Blogging Success

Andrew Osegi
Posted by Andrew Osegi

It usually takes me a long time to sit down and start writing. I begin by brainstorming the premise, and then I consider how to deliver and structure the content. Most importantly, I meditate on the usefulness of the information I’m providing. 

Content Saturation is a Good Problem to Have For SMBs

John McTigue
Posted by John McTigue

I deliberately stayed out of the debate last week over Mark Schaefer's blog post, "Content Shock: Why content marketing is not a sustainable strategy." Mark's contention was there's too much content out there, and it will become prohibitively expensive to compete for customer "eyeballs." I stayed on the sidelines because they didn't need me on the field. A raft of content marketing A-Listers immediately took Mr. Schaefer's side or took him to task. Nice job, Mark. That's the way to get people talking.

How to Be a B2B Thought Leader in 11 Easy Steps

John McTigue
Posted by John McTigue

Anyone can be a thought leader. All you need is a) thought and b) leadership. However, neither one of these is all that easy to acquire when you think about what thought leadership is all about. People follow and build relationships with thought leaders because they consistently provide interesting, helpful ideas. So, you have to come up with original, relevant thoughts fairly frequently and put them out there where people will find them. Let's look at some things you can start doing right now to accomplish the mission.

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