What’s Trending: Stay Curious & Keep Reading

December 9, 2019

The most successful marketers are endlessly curious. We observe, ask questions, form hypotheses and test them. We’re committed to ongoing education. 

Fortunately, it’s never been easier to pursue your curiosity and learn more about marketing. There’s a wealth of smart marketers who are sharing advice and tactics in blog posts, videos, and books. 

This week’s roundup can help spark your curiosity and continue your education. Read on for tips on creating a more effective editorial calendar, watch a video guide to account-based marketing, and more.

And for more expert advice, enter to win one of six groundbreaking marketing books in our #LinkedInHolidayReads contest.

What Marketers Were Reading and Sharing Most This Week:

1. Beyond the Editorial Calendar: New Rules of Content Strategy for 2020

If your content is still trying to fit customers into a funnel, why not offer them a playground instead? Ashley Faus details a new way of mapping content to the buyer journey.

2. 12 Ways to Build a Winning SEO Strategy on a Small Budget

This step-by-step guide from Helen Pollitt can help you identify the limitations of a small SEO budget, then creatively compensate to stay competitive.

3. How to Breathe Fresh Life into Evergreen Content

Data-driven marketers will delight in this case study of Condé Nast’s evergreen content initiative. George Nguyen includes charts, graphs, and plenty of evidence to support the strategy from Condé Nast’s John Shehata.

4. Building Brand Thought Leadership with the Help of Influencers

Dell’s Janine Wegner shares her tips on thought leadership, influencer marketing, and more in this blog post and video interview with Susan Misukanis.

5. Creating Connections: The Rise of ABM

This interview with TimeTrade CMO Lauren Mead is a godsend to fledgling ABM marketers. Lauren provides a detailed account of how her organization started and perpetuates their ABM initiatives.

6. The Demand-Gen Content Investment: Good to Great?

New research from Content Marketing Institute is always worth a look, and their second-annual demand gen survey is eye-opening. Robert Rose delivers the key takeaways.

7. Four Excuses for Boring Content that Must Stop NOW

We’ve said it before and we’ll say it again: B2B content doesn’t have to be boring. If your creativity feels stifled by SEO restrictions, brand guidelines, and more, let Kerry O’Shea Gorgone’s counterpoints liberate you.

8. How to Boost Your LinkedIn B2B Content Marketing Strategy

Learn how to define your brand voice and reach the right audience on LinkedIn with these tips from Erica Perry

9. How to Personalize Content Journeys and Increase Conversions

Get closer to your customer with better personalized email, assets, and other content. Lilach Bullock lays out her five-step process for deeper customer understanding.

10. CMW19: Interview with Megan Golden

In this just-released video from Content Marketing World 2019, Andy Crestodina interviews LinkedIn’s Megan Golden about the marketers who inspire her, mistakes that taught valuable lessons, and why she’s doubling down on video.

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