Data & Insights

Actionable insights on the latest research and trends guiding marketing best practice.

6 Tips to Beat Rising Paper and Postage Costs

For many associations, the value of print publications is undeniable. It’s also undeniable that magazines are facing an uphill battle with rising costs of paper and postage. So how can associations save this primary member benefit, which is an important revenue source and a crucial medium for though…

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6 Ways Marketers Can Tackle the Healthcare Talent Crisis

Healthcare workers were in high demand before the pandemic. But as nurses, allied health workers and hospital workers exit the field due to a variety of COVID-related stresses, healthcare organizations are more pressed than ever to focus on recruitment and retention of talent. While financial incent…

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What Association Pros Are Struggling with and Succeeding at in Content Marketing

Association marketers are succeeding at leveraging data in their content marketing programs but struggling with interdepartmental agreement—that’s according to the American Society of Association Executives’ (ASAE) recent report, “Association Content Strategies for a Changing World.” ASAE surveyed a…

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Only 17% of Thought Leadership is Excellent. Here’s How to Improve Yours.

Only 17% of thought leadership content is considered excellent, according to the 2020 B2B Thought Leadership Impact Study, which surveyed 1,164 U.S. business executives. That equals wasted time, money and resources as well as other missed opportunities. Survey respondents have an appetite for qualit…

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5 Content Marketing Trends to Try Right Now

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Content marketing is an ever-evolving field that changes with consumers, technology and culture. Businesses have connected to their audiences through email marketing, influencer marketing, social media marketing and a variety of other methods, and the list continues to grow. It can be overwhelming t…

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4 Content Marketing Bets We’re Placing in 2021

By now there has been no shortage of hot takes about 2020 and all of its unprecedentedness. And without a doubt, much has changed this year—some things irrevocably. But 2020 has also revealed some trends that stood the test of the pandemic and will see marketers through 2021 and beyond. Here’s a lis…

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Content Metrics and Analytics: Be a Miner and an Investigator

Measurement is a part of any content strategy that simply can’t be overlooked. There’s no question about that. But if measurement isn’t accompanied by analysis, you’ve missed the mark. Sure, measurement can tell you how many people viewed your content, how they found it and how quickly they ditched…

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Content Marketing Trends 2018

Eighty-nine percent of B2B marketers use content marketing — defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” And 65% repo…

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What do your metrics say about your content?

Earlier this month, the Content Marketing Association unveiled findings from its Measuring Effectiveness Report, conducted with senior-level marketers from 40-plus recognizable brands. When it comes to recognizing the need for measuring the effectiveness of content marketing, there’s no question abo…

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Hospital Marketing: How You Can Outsmart the Competition

How will hospitals outsmart their competition in 2017? It’s all about creating a personalized patient experience. Healthcare ad agency Smith & Jones recently released its top 10 hospital marketing trends, and a common thread can be found: the need to target niche audiences and provide more custo…

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