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2020 has been quite the year. COVID has simultaneously dragged the year along and made it zoom by in a flash. And for some, it’s been difficult to focus on the positives. But as the holiday season draws nearer, it’s a fitting time to reflect on the things that we’re thankful for, both as marketers and as individuals.

Some of us have lost our jobs, some of us have gotten those jobs back, some never lost their jobs at all, and some are taking the occasion to turn loss into new opportunities. …


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The origins of the word deadline are a bit more gruesome than a date and time that something is due. Originally, deadline was spelled dead-line and the meaning was literal. If prisoners in Civil War America crossed that line the penalty was being shot. That’s intense.

Luckily, if you accidentally cross the deadline in your content marketing, you won’t get shot. But your boss might be displeased, and your audience will wonder why your content comes out so sporadically.

Those are the implications of the modern deadline. But did you know that deadlines aren’t just a random date that you either make or don’t? I did some research on deadlines and would like to present to you how to set deadlines and why you should set them. …


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Breaking ground on a new website or blog is difficult. Even once you start creating content and planting the seeds, it takes months or even years for those seeds to develop into full-fledged plants that can start bearing fruit.

That doesn’t mean you shouldn’t water the seeds. Content promotion and SEO are important tools, but they are slow.

Content syndication is like fertilizer and grow lights for your blog. Instead of only feeding your blog and content program with comes in organically, you begin to push that content out in front of the eyes of others.

Content syndication is when third parties republish or share your content. You can either publish on a third-party platform or a partner publishes on your behalf. This gets it in front of a whole new set of eyes, which in turn accelerates the process of growth. …


Originally posted Apr 20, 2016. Updated in November 2020.

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I remember one of my first days in journalism school, when I learned we wouldn’t be using Oxford commas. You know, the ones that make it so that you don’t end up with a sentence that reads:

“I love my parents, Bill Clinton and Madonna.”

Thank goodness those aren’t my parents. But AP style allows it to read that way.

I spent the next 4 years ruthlessly editing out those suckers, despite it being against my own beliefs.

That brings me to the main topic of this post. Should you use an Oxford comma or not? When do you write out numbers as opposed to just using the numeral? …


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It’s that time of year again — time to assess what’s trending and what will be trending in the new year. 2020 seemed to go by in a flash, between COVID-19 and a heated political climate. What trends did we see this year?

We’ve seen a solid juxtaposition between bold and minimal. Whether that had to do with graphics, typography, or layouts. Websites were either chock-full of whitespace or crammed with 3D elements. Both of these trends are set to continue into 2021, as designers perfect their ideas and execution.

What else can we expect to see in 2021?

DARK MODE

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In iOS 13.0, Apple presented Dark Mode for its users, system-wide. At this point, you’ve more than likely come in contact with this appearance mode, whether it’s on your phone, computer, or email inbox. With most apps, users can choose to activate the dark theme in order to reduce eye strain. Make sure you’re keeping this trend in mind as the Internet starts to go “dark”. …


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We’ve all had that piece of content. A whitepaper or other asset that is absolutely awful. Maybe it’s boring. Maybe the writing is bad. Maybe the person who made it had zero design experience.

And you, yes you, are expected to write copy for an email promoting it or are supposed to share it on social media. Maybe it’s for a client or to build a better relationship with a partner.

It doesn’t have to be as painful as pulling teeth.

Whether you are promoting an asset from a client or were simply handed a colleague’s shoddy work, there is (usually) some value in every asset, no matter how bland. …


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Did you know that 53% of marketers spend at least half of their budget on lead generation? Despite how much marketers spend on lead generation, just 12% of digital marketers are satisfied with their lead conversion abilities.

This is called “The Lead Conversion Gap” and it might be the biggest challenge that marketers face in 2020.

Think about it like this. Back in the Before times, it was easier to start a conversation with a stranger at a party than it was to deepen and develop a relationship with a person. …


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The days of being able to skate by on a single skill set are through. In order to stay relevant in marketing, you need to be a one-person band.

Maybe not quite like that. What I mean is you need more than a single super deep skill that you can do.

Maybe you were trained in writing, which is how you ended up in content marketing. But just knowing how to write won’t help you get hired at the most innovative companies.

There is a type of person that gets hired at places like Google, IBM, Apple, as well as some of the top marketing companies. …


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There’s a lot to be horrified by at this point in 2020 and we’re not just talking about poorly portrayed Carole Baskin’s and Harley Quinn’s. This year has been a whirlwind for all of us, but the world of marketing keeps spinning on, though not without its setbacks.

It’s important to stay up to date with new developments in the marketing world. In this blog post, we’re talking about some of the most frightening stats we’ve seen this year, from general data to COVID-19-related figures.

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1. 54% of all emails are classified as spam.

2. The outbound selling strategy of cold calling only has a 2.5%


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Subject lines are arguably the most important part of getting that elusive open during your email campaigns.

But subject lines aren’t the only factor. There are a handful of other elements to consider in whether or not your email gets the open you crave.

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URGENCY

Experian found that promotional emails that conveyed a sense of urgency had a 14% higher click-to-open rate.

Urgency partially relates to the subject line but also is a factor in the rest of the email. If your subject line conveys urgency, it better be real urgency. …

About

HIPB2B

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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