After a full year of pandemic-driven changes, my team is drawing on COVID-19 lessons to refine our marketing strategy for the year to come. These lessons fall into four categories:

  • Optimizing relationships with customers as their needs continue to evolve
  • Continually fine-tuning our digital outreach in support of great relationships
  • Finding new, better ways to create and market content for strong customer relationships and effective digital communications
  • Fortifying our agile operations model so we can continue to adapt as needed

Storytelling is a key part of almost any written word. A good marketer is a storyteller for their brand. Like authors, marketers must maintain a consistent voice throughout to keep their readers engaged.

“It was the best of times, it was the worst of times…”
– Charles Dickens, A Tale of Two Cities

“Shoot all the blue jays you want, if you can hit ’em, but remember it’s a sin to kill a mockingbird.”

-Harper Lee, To Kill a Mockingbird

“But life finds a way.”

-Michael Crichton, Jurassic Park

Everyone’s heard these famous lines. They have transcended their original medium…

Why do my best and brightest marketing ideas keep fizzling out?

That’s a question I’ve asked myself and I’m sure you’ve done the same.

I read once that it is easier to start digging a new hole than it is to keep digging the same one. There are a number of reasons for that, including rocks or bedrock that might get in the way, the soil gets more firmly packed as you dig deeper, etc.

The digger also runs out of energy the longer they work. They use that energy, and it disperses into the earth.

This is a form…

“I can see right through you.”

While you may not like hearing that in personal conversation, but transparent marketing is the future.

While you may have heard that brand transparency is primarily a concern for millennials, statistics show that consumers in general are shifting in this direction.

You see, consumers are accustomed to marketers being dishonest. And for a long time, they had no other options than to hope for the best and expect the worst from their purchases. That’s where transparent marketing comes in.

Now that the internet has made researching offerings before purchase easier, buyers are no longer…

We’ve all heard the phrase time is money, but the newsfeed blocking extension I use on all my computers introduced me to another variant of the phrase.

“Time is more valuable than money. You can get more money, but you cannot get more time.”

  • American entrepreneur, Jim Rohn (1930–2009)

We are looking to spend less time and money on the content while producing the greatest possible impact.

We don’t want to cut corners, nor do we want to get mired spending a ton of time on a piece of content that isn’t effective.

Did you know 8 out of 10 people will only read your headline copy? That’s what makes creating effective headlines so important.

But often, the job gets rushed. The post goes out in a few hours. It’s time to slap on a headline and move on.

This isn’t the right approach, as the headline is often the reader’s first impression of your brand. And if you write a bad headline, it might be the only impression.

Luckily enough, we compiled a set of tips to create better headlines, which will, in turn, result in better click-through rates and better engagement…

Digital marketers are the workhorses of the marketing world.

The majority of us wear many hats, as we have to be well-versed in numerous skills in various departments. A lot of us build or create content, collect and analyze data, generate leads and communicate with prospects. Some of us know how to do all of this and are a jack of all trades.

This is why it’s crucial to regularly improve our skillsets and toolbelt. We want to be well-rounded, skilled marketers, right?

In this blog post, we’re going to talk about the best supplemental skills to learn for your…

This post was originally created in April 2017 and updated in March 2021.

It’s a tough time to be a content marketer.

In 2021, content marketers are facing new challenges related to technology, channels, consumers, and COVID-19 news. At the same time, their efforts are expected to do more than ever — drive traffic, build a brand, grow subscribers, produce sales leads, and engage current customers.

With a combination of more obstacles and higher expectations, the result is more dissatisfied practitioners. 60% of B2B marketers would rate their content marketing efforts as successful. …

We live in a world flooded with data. Data has become the raw material from which any other type of business can be built and for years, data has been called the “oil of the 21st century.”

By 2025, it is estimated by the IDC that the world’s data will grow to 175 zettabytes by 2025. What do you think 175 zettabytes looks like?

  • If you stored 175 zettabytes on DVDs, your stack of DVDs would circle the globe 222 times
  • If you tried to download 175 zettabytes on the average internet connection, it would take 1.8 billion years
  • If…

This post was originally created in July 2017 and updated in March 2021.

Since humans started communicating, visual symbols made up a lot of what was said. After all, it was easier to hold up fruit to show your fellow man, rather than try to communicate that you found fruit through sound or written letter.

Our brains are naturally wired to receive visuals cues better than other forms of communication, due to our roots as hunter gatherers. We take cues from what we see, analyzing what represents a positive and what represents a threat.

Cavemen didn’t write words on the…


HIPB2B is a demand gen solution provider, utilizing content, email, and marketing automation to drive outcomes for marketing and technology clients

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