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Build a Powerful Brand Identity to Stand Out
In a guest post, the Adobe Express team provides tips on building your brand identity.
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Content Gating: This, Not That — Sometimes These
Guidelines when developing a content-gating strategy as part of your demand-generation effort.
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Risks of Aggressively Gating Content
Gating content is a strong marketing strategy, but there’s a balance between building trust and feeding the sales funnels.
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Secrets to Creating a Content Style Guide People Will Use
If a style guide is as boring as a cereal-box ingredient panel, why would anyone use it? Here’s how to create one people will actually like.
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Infographics: Sample Work
Infographics are the appetizers of the content menu: Written and designed well, they’re interesting, easy to consume, and set up audiences to reach for a main course of deeper content.
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Repurpose Presentations to Generate Value
Marketing teams spend tons of time perfecting presentations. It’s a lot of work for a moment in time. Increase ROI from that effort by creating a series of related assets.
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Blogging: Sample Work
In addition to other cool content things, I blog. I’ve written solutions content, leadership and corporate culture stories, competitive articles, research summaries, and event coverage. Along the way, I’ve ghost-written for execs, trained teams, and done 1:1 coaching.
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Structuring Content: A Story about Rocks
What do rocks have to do with structuring content? Rocks come in all shapes, sizes, colors, and textures. They’re foundational, solid pieces from which you can build. They’re organic. They have staying power. Good content shares the same characteristics.
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Video Scripting: Sample Work
Video scripting requires a much different set of brain cells than text-based content. The scripting needs to tell a story while working with the images and having a cadence that jives with the soundtrack.
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What Is a Content Bill of Materials?
By itself, a marketing bill of materials is like calling a grocery list a cake. A content BOM is a list of parts and pieces — blog posts, videos, infographics, etc. It takes a strategy to turn it into something tasty.
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