When Influencer Marketing and Integrated Marketing Campaigns Collide: How to Strike a Balance

Friday, April 14, 2017
By: Ritika Puri
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A successful influencer marketing strategy is a delicate balance to strike. Many marketers are under the misconception that there’s a linear process to follow: Step 1: Pick someone with a lot of following Step 2: Interview that person or maybe quote him or her Step 3: Expect that forces of the universe will spark content shares Step 4: Sales But …

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Must-Knows for Building Your 2017 Content Marketing Budget

Friday, March 31, 2017
By: Ritika Puri
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For many companies, the topic of a content marketing budget leaves a huge question mark. For one, content is an investment that often takes time to generate a return. Business storytelling is a creative discipline, too. It’s easy to get lost in endless ideation cycle, especially when your organization enters brainstorming mode, which can throw wrenches in your path to …

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Unconventional, Behind-the-Scenes Tips for B2B Content Success

Wednesday, March 29, 2017
By: Ritika Puri
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It’s an understatement to say B2B marketing is tough. Not only do you need to deliver the right message to the right audience at the right moments in their buying journey, but you also need to nurture each individual prospect through a personalized, guided buyer journey. That’s why your content marketing campaigns need to be functional and efficient. In addition …

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3 Content Marketing Mistakes Every B2B Company Should Avoid

Monday, March 20, 2017
By: Ritika Puri
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Over my last seven years as an entrepreneur in the business storytelling space, my co-founder and I have had the opportunity to work with different types of companies— ranging from software and media, to corporate innovation, financial services, and even data as a service. We stopped counting our number of customers at 100. This vantage point has turned our organization …

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3 Brilliant Content Marketing Tactics to Try

Monday, February 6, 2017
By: Ritika Puri
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Like any marketing discipline, success from content comes from precisely crafted, repeatable processes. But sometimes, the “magic” of a campaign remains hidden behind the scenes. Why is that some content marketing strategies are more effective than others? The answer comes down to simple mechanics. Here are three tactics to make your content marketing strategy more cost-effective, impactful, and valuable to …

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Hack Your Content Plan: Here’s How to Document Your Content Marketing Strategy

Tuesday, January 24, 2017
By: Ritika Puri
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Times of change for organizations are times of celebration. As your company begins to expand, so will your content marketing team—as your organization evolves, so will your need for more editors, storytellers, consultants, and freelancers. But growth is a double-edged sword. It’s well known that as companies grow, knowledge management and internal communication become a challenge. As Ron Ashkenas, partner …

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What’s the Future of Content Marketing and Paid Advertising

Friday, January 20, 2017
By: Ritika Puri
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There’s no doubt about it: the content-meets-paid advertising ecosystem is more competitive than ever—and that competition is only going to increase. The reasons why are clear: As a timeless, powerful marketing asset, content can persuade audiences in key decision-making moments. From launching Facebook ads that reach new audiences to retargeting your website visitors, micro-moments are what make content marketing successful. …

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Here’s How to Get Closer to Your Audiences with Storytelling

Friday, January 13, 2017
By: Ritika Puri
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Technology is reinventing and democratizing storytelling. According to one forecast, the number of global smartphone users is expected to be 2.1 billion as of the end of 2016. In other words, anyone from anywhere in the world can easily pick up a device and craft a story through video or text. As the barriers to publishing high-quality content become lower, the digital landscape …

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How to Write Content for the C-Suite

Wednesday, January 4, 2017
By: Ritika Puri
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If you’ve been tasked with writing content for the c-suite, you may be feeling a bit nervous and wondering how, exactly, to begin. How do you ensure that your messaging and value proposition are unique enough to capture your audience’s attention? How can you create an asset that’s compelling enough for your c-suite audiences to take time and pay attention? …

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Collaboration and Workflows: The Secret to Full-Funnel Content Marketing

Monday, November 21, 2016
By: Ritika Puri
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Buyer journeys are more complex than ever—especially as target customers are navigating multiple devices and marketing channels to learn about your brand. That’s why it’s no longer enough to simply create content. Even the most high-quality blog posts, eBooks, and case studies sometimes fall flat. Why, though? Most likely, the culprit stems back to misalignment with your company’s conversion funnel. …

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