What is the point of content marketing? It’s a question that could elicit all sorts of different answers from practitioners, but a fairly succinct and universally agreeable one would be this: solving problems. Content marketing itself exists as the solution to a problem (“How do we spread the word about our business and engage potential customers without relying...

The ROI equation when you buy a candy bar is quite simple: return on your investment comes from the joy and contentment you feel upon unwrapping the candy and consuming its delicious, chocolatey goodness. But what if you try to measure the ROI of your purchase as you walk out of the store, while the bar is still sitting in your bag untouched? At that point,...

One of the perks of working for LinkedIn Marketing Solutions is that we get a front row seat for all the cool, innovative stuff marketers are doing. We get to see them use this platform as a catalyst to inspire, engage, and move their audiences. This year — these unprecedented, turbulent, troubled, choose-your-cliche times — we saw marketers work even smarter,...