Tips & Insights To Help You Overcome Demand Marketing Challenges

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Amy Chick

Amy Chick

Amy Chick is a brand and content strategist with a geeky love for process and an uncanny aptitude for lame puns. After building a career in sales, marketing, and copywriting, Amy started an independent practice where she develops sustainable brand and messaging frameworks for change-minded businesses focused on improving their industry or community.

August 11, 2016

The Infographic Framework: How To Build A Visual Story

Our brains are wired to respond to pictures and visual cues – in fact, the average brain processes visual data 60,000 times faster than text. And marketing trends have reflected this over the years: we’re still developing text-based content, but marketers are ever more concerned with putting out visually stimulating content that engages more deeply with an audience. You already know that repurposing successful content can be a more effective long-term strategy than constantly churning out new pieces to keep your prospects engaged. So if you focus on repurposing content that’s already performing well, imagine the engagement and brand recognition you can achieve by converting it into an infographic. Infographics are among the most shared content formats in the digital marketing world – but a poorly executed piece can have an adverse effect on your brand awareness and audience engagement. By following a simple but effective framework, you can repurpose content into infographics that have a positive effect on your ROI.

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August 4, 2016

How To Create New Prospect Engagement With Video Content

If you’re part of the 92% of B2B marketers who use video in their content marketing strategy, you’ve likely already seen the benefit. Video content shares more information in less time than written content, and creates a stronger brand association. Most marketers leverage video for middle- or bottom-of-funnel marketing – like product demos and client testimonials – but you’d be surprised how valuable video content can be as part of your top-funnel (TOFU) demand generation strategy. Customers typically go through more than half of the buying process independently – so in the absence of a sales rep in the early stages, you can lean on video content to deliver the personality and expertise that facilitates a strong brand connection. Top-of-funnel content should be educational in nature, and should attract audiences in the early stage of the buying cycle. To front-load your marketing funnel with prospects in your target demographic, you’ll need to go beyond native content on your website. Repurposing high-performing content for syndication will allow you to expand your reach and engage new audiences with your video content. Try these three video formats for your TOFU content to increase engagement and brand awareness:

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July 7, 2016

The New Face of Outbound Marketing Balances Inbound

Content creation has become a main B2B marketing focus over the last few years. Until fairly recently, however, many marketers have leveraged their content for inbound marketing strategies alone, while neglecting all the possible impact content could have via outbound marketing strategies. But that’s all changing, and for good reason. Imagine your business is a brick-and-mortar cheese shop, and your marketing strategy is limited to the free samples you offer pedestrians as they pass by your door. Think about all the customers who shop at the grocery store around the corner, but never appear on your doorstep because they don’t know you exist. Think about the foot traffic you’d miss, and the potential new customers that would never even show up on your radar.

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June 23, 2016

The Content Marketing Wheel: A Smart Approach to Content Strategy

If you’ve been playing in digital content for any period of time, you’re probably familiar with this scenario: you publish a new blog post, get a spike in traffic and engagement, then watch your analytics level out. It’s a common pattern in B2B marketing — only 10% of blog posts continue to increase visits over time, after the initial traffic spike.  This linear process creates an imbalance between the input — the time and resources devoted to content development — and the ROI of your content marketing. If you really want to make an impact with your strategy, it’s time to try a new approach. 

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