Karoline Porter
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Creativity
What do clients really want from their agencies?
As the trend of clients bringing creative work in-house continues to escalate, agencies are realizing the need to rethink their pitches. In a recent Content Marketing Institute webinar sponsored by OpenText Hightail, Susan Baier of Audience Audit Inc. and Drew McLellan of Agency Management Institute offered up some assistance with…
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Creativity
Bring your clients, employees and creative processes together
TPF Sports—an end-to-end solution for sports teams including licensing, manufacturing, distribution and communication—has about 100 clients, making 60-300 different products each. That large volume, combined with having offices in both Vietnam and Australia, left the organization somewhat vulnerable for costly miscommunications during email exchanges. “We needed a solution that was…
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Creativity
Why successful teams need producers, not just project managers
When it comes to version control issues, sloppy mistakes and deadlines that keep slipping through the cracks during creative projects, Michelle Kinsman, a true producer at heart and an executive director of production and operations, says that you really need to ask the tough questions: -Did you really understand what…
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How to Hightail
10 solutions to 10 typical creative review problems
Making it to the next round of a creative review with your client can be cumbersome, but it doesn’t have to be. We’ve collected the top 10 concerns that we hear from creative teams and agencies who are collaborating with their clients. Do any of them sound familiar? Don’t fret,…
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Creativity
Why use content collaboration?
Have you ever lost important files? Does your business use lots of paper printing out assignments, making meeting agendas and handling everyday task assignments? Do you feel like you’re out of the loop when you have a sick day or take the day off? If you answered “yes” to any…
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Marketing
Personalizing content is more than just “Dear {!Contact.FirstName}”
While 73% of marketers place a high priority on creating content that will be “more engaging” for their target audience, only 29% are interested in personalizing content. This is a mistake because the most engaging content is that which is personalized to the reader. Personalized online healthcare content has helped…
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Marketing
6 ways to energize your content marketing team
73% of businesses will produce more original content this coming year, even though half only have small content marketing teams. Boosting team size is an expensive solution, so how do you ensure your content team has the time and energy to continue churning out high quality, relevant content? The key to…
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Marketing
MarTech Wars: The one rogue element threatening the revolution
Like the Empire’s infamous Death Star, our marketing technology has a single point of failure that puts everything at risk. Analytics help us better understand our customers and demonstrate the very real impact marketing has on the business. Automation tools allow us to reach thousands of unique segments in relevant places,…
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Marketing
Content marketing concerns: the troubling state of creative collaboration
We asked more than 1000 marketing and creative professionals from businesses large and small about how they are dealing with the ever-increasing pace and volume of original content creation — and you all spilled the beans. We’ve all been keeping a secret and now we’re ready to own our truth.…
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Creativity
Don’t curb their enthusiasm: a prett-ay good guide to encouraging creativity
A recent IBM survey found that creativity is the number-one attribute CEOs look for in new hires, beating out discipline, integrity, intelligence and emotional intelligence. Like their bosses, the best marketing leaders know the creativity of their extended team of in-house employees, agencies, vendors and freelancers is critical to business…
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Productivity
Collaboration is the stressor your marketing team won’t discuss
Hey CMOs, VPs and Heads of Marketing, I know you paid your dues on the way up. For all those days of brainstorming where the creative ideas flowed and the office hummed with energy, there were also bad times. Pulling presentations together for under-the-gun review meetings and chasing down feedback from…
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Marketing
Goat rodeo or GANTT chart: 5 tips for better creative content
The myth that the creative process happens in a smooth linear fashion is appealing to project managers and heads of marketing. That creative content happens thanks to the single-minded toil and ingenuity of an inspired designer, writer, illustrator or other such right-brain maker fits with the left-brain desire to capture processes in spreadsheets…
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Productivity
4 ways to foster collaboration
Teamwork is the cornerstone of most businesses, especially those that create content (and isn’t every company in the content game these days?). After all, engaged, talented professionals contributing their diverse talents, skills and points of view reap rewards for the business. But teamwork can be hard. A survey by talent…
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Marketing
3 ways to break the content marketing bottleneck
Automation and analytics tools allow marketers to deliver highly personalized, relevant content to hundreds of audience segments simultaneously. But this enormous opportunity creates huge pressure for creative teams, who need to develop more content ideas and variations without sacrificing quality. Ultimately the power of your MarTech tools is constrained by your…
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Marketing
Not enough time for content marketing? Here’s what to do.
In the recent Content Marketing Institute (CMI) discussion that I hosted, the panel debated why nearly half of the marketers surveyed by CMI said they weren’t spending enough time on content marketing.Here’s how our panel of marketing leaders suggest solving this problem. Focus on quality Amanda Todorovich from Cleveland Clinic suggests…
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