Though marketing teams can produce content marketing that resonates with prospects and customers, executive-team buy-in and participation can elevate their efforts and open more opportunities to attract higher numbers of qualified leads. Read the full article at MarketingProfs

Many of us are missing a huge content opportunity on LinkedIn: long-form articles. The marketing benefits you reap are tangible while the effort you expend can be minimal–if you use the right approach. Read more for practical advice and real-world examples. Read the full article at MarketingProfs

Business buyers are inundated with pitches and content, most of which isn’t relevant to them. That’s good news for B2B marketers: Your prospects are hungry for a personalized experience. Here are three practical ways to make your ABM more successful. Read the full article at MarketingProfs

Outsourcing content creation and relinquishing some control over your content can be stressful. But you can maintain a collaborative relationship with your content partner to execute a content strategy that achieves your content marketing goals. Here’s practical advice for doing that. Read the full article at MarketingProfs

Your B2B SEO strategy must be geared toward reaching the right decision-makers. If your sole intention is simply to rank for a keyword, your B2B keyword strategy is already a lost cause. Here are some handy tips to get it right. Read the full article at MarketingProfs

Creating effective content for a business website is a complex endeavor that requires undertaking everything from audience research and competitive analysis to media development and search engine optimization. Read the full article at MarketingProfs

Concise, easy-to-read e-commerce landing pages that use positive language and create a sense of anticipation tend to have better conversion rates, according to recent research from Unbounce. Read the full article at MarketingProfs

Content marketing has matured to a point where you need at least some automation. But if you aren’t careful, you’ll turn people off: Your loyalists will notice if your content is lower quality or less tailored. To maintain customer trust while streamlining your workload, use these three tips. Read the full article at MarketingProfs

Lee Odden of TopRank marketing shares insights from a new research study on B2B influencer marketing, including the characteristics of the most successful B2B brands using influencer marketing. Read the full article at MarketingProfs

Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here’s what brand storytelling involves, why using empathy to drive narratives is important, and how to do it. Read the full article at MarketingProfs