Lucia Novara

Where and When to Invest in Interactive Content

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We had a great conversation here at ID the other day. Two creatives were talking through a campaign structure and The Tech Guy stopped us in our tracks: “Why is the interactive piece in Lead Generation, not at the third nurture touch, where we have a…

Lucia Novara

A Plea for Value in B2B Content

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Let’s start this off with a movie trailer voiceover: “In a world drowning in data, one millennial is taking a stand against meaningless content. No capabilities slides in webinar’s clothing. No infographics without info. No mercy!” I’d watch it. B2B marketing is facing both a…

Kelsey Franklin

Why “Fulfillment Emails” Are a Best Practice

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Congratulations—you’ve carefully crafted an email that’s attracted engagement from your target audience…Now what? Oftentimes, in the business of writing for marketing, life can seem to revolve around a single email. Sure, in the age of modern marketing and marketing automation, the email itself is a…

Theo Romeo

5 ways to quadruple your content marketing ROI in less than a month

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For marketers that are synergizing and “revenuing” their demand pipes, the MarTech stack is a sales funnel of customer insights. Historically, when sales leaders optimize their channel strategy, they routinely approach their pain points in a pragmatic, agile way. But the days are numbered of…

Theo Romeo

5 ways to create superfluous buyer personas (or, how to avoid mistakes I made in my youth)

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I can remember the first time I sat down to create a buyer persona. Those were the Halcyon days—summers in Rio, no gray hairs, I could run for 30 minutes without my left arm feeling numb…I was amped to get all that I learned on…

Nikki Flores

How to Write Content That Is Readable – and Prove It

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When I was a little girl and a budding writer-in-the-making, my sixth grade class had a rare opportunity to interview one of my favorite authors over the phone. I distinctly remember fidgeting with my notebook and wiping the sweat off of my palms right before…

Theo Romeo

The ROI of Interactive Content: A conversation with Ion co-founder Anna Talerico

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I had a reunion of sorts a couple weeks ago with some old friends. And while we were all asking one another how we’d been for the last 10 years and what we did for a living, I started to notice a trending follow-up question….

What Makes A Truly Great Agency-Client Partnership? Q&A with Taylor Roddy

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ID Interview Series: Q&A with Taylor Roddy   These days, Taylor Roddy is the Marketing and Communications Manager for Connect for Health Colorado, Colorado’s state-run health insurance exchange. I met her about 3 years ago when she was working for Kaiser Permanente in Colorado. She…

Nikki Flores

Top 5 Blunders Brands Make When Trying to Engage Customers

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At this year’s Marketo Marketing Nation Roadshow,themed, Inspiration in the Nation, I had the pleasure of sitting in on Vidya Chadaga’s presentation, Engagement Marketing in Practice. As the Director of Marketo’s Product Marketing, Vidya emphasized the importance of engaging consumers at every single stage of their…