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Brand & Capture

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3 Signs You Need to Bring in a Content Marketing Agency

Callie Hinman
Posted by Callie Hinman

Changing your marketing can be a challenge. And it’s certainly easier to say, “If it ain’t broke, don’t fix it.”

However, just because your marketing isn’t broke doesn’t mean you should ignore the possibility that it could be better.

We’re not saying your current marketing team or agency is falling short; they could be doing an excellent job. But some companies find themselves in a position where their marketing could use a boost. And building on a successful strategy can only make your marketing better.

Take a look at these three signs you might need to add another agency to the mix.

Why Don't More Energy Companies Embrace Content Marketing?

Annie Zelm
Posted by Annie Zelm

 Energy companies are known for breaking ground when it comes to their products, but that spirit of innovation isn't always evident in the way they market them. 

For all the solar panel producers, wind turbine manufacturers and renewable energy suppliers out there, there are a lot of dense fact sheets and text-heavy product descriptions that are difficult for the average consumer to understand. These are products and services that can be complex, and content marketing could help to bridge that gap. 

So why aren't more energy companies embracing it? From my own experience working with several of these companies, it's not that they don't see the value, it's that they can have particularly daunting hurdles to leap over first. 

Here are three of the most common hurdles I've seen and how marketers in the energy industry can overcome them. 

7 Types of Marketing Content You Should Be Using

Callie Hinman
Posted by Callie Hinman

A brand’s ability to evolve and adapt its content strategy is a powerful skill—one that can mean the difference between success and failure.

Consider The New York Times.

The Times was first published in 1851, and more than a century later, nytimes.com was launched. The publishers recognized that media consumption was expanding to the internet, and if they didn’t adapt by offering their articles online, their business would fold (no pun intended).

At the same time, the newspaper understood providing content only on the website would mean neglecting readers who preferred print over digital. By using both mediums in tandem, the publishers kept their existing customer base and expanded their audience.

This is how to approach content marketing.

How Often Should You Update and Review Your Buyer Personas?

Lara Nour Eddine
Posted by Lara Nour Eddine

As a marketer, you determined your company’s buyers when you created your marketing strategy—you researched their priorities and pain points and crafted content that will resonate with their professional needs. But nothing stays the same; business models change, companies merge and search for a new direction. And the personas that once were your marketing strategy’s main focus are now outdated.

Buyer personas are only effective if they are accurate. Updating them should be a routine part of your marketing strategy, to ensure your content is effectively reaching those who need it most. Let’s look at key indicators that you should revisit your personas to determine whether they are still the right fit or if you need to create new personas.

3 Children’s Hospitals Producing Great Content Marketing

Kristen Hicks
Posted by Kristen Hicks


You probably do a lot of reading about content marketing in the abstract. Every marketer has heard some of the same recommendations over and over again. Admonitions to know your audience and create content that’s engaging are now familiar to all of us. It’s good advice, but it can be hard to visualize how it should play out in practice.

How Much Should I Be Spending on Google AdWords?

Jackie Van Meter
Posted by Jackie Van Meter

You know it’s a good idea to leverage both free and paid traffic to build your business.

But exactly how much should you be spending on your ad campaigns?

Unfortunately, if there was an easy answer, you wouldn’t be reading this right now. You’ll need to examine several different factors to arrive at a number that makes sense for you.

The good news is you can customize your campaigns and choose exactly how much your daily spend will be. The bad news is you can’t just guess. Spending too little could mean not getting results when you should be. Spending too much could mean wasting resources that would be better allocated to SEO and content marketing.

Here’s how to answer the question, “How much should I be spending on Google AdWords?”

Boost Your Email Open Rates with Preview Text

Martha Mueller Neff
Posted by Martha Mueller Neff

Marketers who sweat over a great subject line can be rewarded with stellar email open rates. But the subject line isn’t the only piece to the email puzzle: A great preview text that fits perfectly with a subject line could mean the difference between a 5 percent open rate and a 25 percent open rate—especially among mobile devices where getting to the point is essential.

The preview text—or “Johnson box” (named after direct marketer Frank Johnson, who is credited with the email advancement)—is the short summary that follows the subject line when an email is viewed in the inbox. Most preview text, also known as preheaders, have default or standard language depending on your content management system (CMS). But it’s among the first things your readers see, so it needs to be better than just “standard.”

A great preview text will entice your audience on desktop and mobile platforms, and will work with your remarkable subject line for a one-two punch. Here are five ways to make a great first impression with email preview text that complements your subject line.

Anatomy of a High-Converting Landing Page: 5 Real Examples

Karen Taylor
Posted by Karen Taylor

On the journey to convert visitors, you’re going to need one critical step—a landing page. These are web pages that exist solely to convert visitors. The information gathered on landing pages through forms allows businesses to create email lists they can use to guide prospects through the entire buyer's journey.

4 Tips for Writing Effective Product Descriptions

Casey Newman
Posted by Casey Newman

You’ve got a fantastic product. You’ve spent years researching, creating and pouring blood, sweat and tears into its creation. And now it’s ready to hit the market.

Before you get to work on your next great campaign to promote it, consider this: 

The words you choose to describe your products or service can either persuade someone to click “add to cart” or leave your site shaking their head in confusion.

These four tips can help you craft product descriptions that sell.


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