Lucia Novara

A Plea for Value in B2B Content


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


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…

Nikki Flores

Writing Content That Converts: It’s Not Just About the Subject Line Anymore

True or False? 50 characters, including spaces and punctuation, is all you the room you get to convince someone to open your email. The answer is “kind of true.” Allow me to explain… It is true that 50 characters, including spaces and punctuation, is the...
Theo Romeo

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

Buyer Personas

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


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


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….

Theo Romeo

The New Content Frontier: A Passive Post About Interactive Content


Remember the good-old days of meta-marketing content (AKA content about content) when the following was said, repeated, tweeted, sprayed on overpasses: “Nth percent of content marketers are creating more content than they did a year ago.” We all hurriedly wrapped up our Hubspot Inbound Marketing…

ID Word of the Day: Annoyture


ID Word of the Day: Annoyture If your “nurturing program” is actually an automated spam-blasting brochure geyser filled with “WE’RE GREAT!!! BUY NOW !!!! messaging, you’re not nurturing. Sorry. You’re annoyturing. If this is happening, you might be able to deliver more ROI by simply…