Pre-Suasion: A Marketing Book Summary:
Marketing thought leaders are prolific, and it can be hard to keep up with the most recent developments in marketing. That’s why, each month, we bring you an in-depth marketing b
Using Content to Drive Your Customer Experience Strategy
In a recent Marketing 360 post, we emphasized the importance of building thematic content collections that matter to customers rather than one-off pieces on a campaign-by-campaign
Professional Content Creation Tailored to the Buyer’s Journey
In the past, many people took a passive approach to professional content creation. They wrote blog posts filled with fluff and inserted hyperlinks to boost up their SEO rankings, a
Marketing 360: Life Science Content Marketing Needs Connected Content
Content marketing has been around for over a century but has been recently gaining more traction as audiences ignore traditional marketing efforts. In fact, a 2014 survey conducted
PR Planning 101: PR as a Content Engine
Sun Tzu, author of The Art of War, said that “tactics without strategy is the noise before defeat.” Your activity must be rooted in a plan designed to achieve a specific object
Content Marketing Strategy in Action: Under Armour’s Play in the Digital Health Space
In February of 2015, athletic apparel giant Under Armour acquired the popular diet and exercise app MyFitnessPal, for $475 million. This was the latest in a series of acquisitions,
Pull the Plug: The Value of Unbranded Content
Take a look at your company content: recent white papers, technical notes, blog posts — even your website pages. How many of them mention your company name, products or services
Should I Gate It? The Classic Content Conundrum
Content marketing is on the up and up in the life sciences, but marketers face a deeply existential question with every prized piece of content: Should I gate it? What does that me
Forget About B2B Marketing
Imagine a dark room. It’s pitch black – too dark to see – but if you could see you would discover conveyor belts transporting products through a stereotypical, science fictio
When Science Gets Way Out There
Around 7:50 a.m. CT on Tuesday, July 14, 2015, NASA’s New Horizons spacecraft flew within 7,800 miles of the dwarf planet Pluto’s surface and began relaying stunning images fro