31 Oct 2014

Hi At a Glance — How Manufacturers are Marketing Today.

Hi At a Glance — How Manufacturers are Marketing Today.


Industrial marketers are making the evidence-based decision to invest more in online marketing. 

On the other hand, they still need to optimize their digital mix. 

Get a snapshot of how your peers in industrial marketing are measuring their initiatives, using digital channels, spending their budgets and much more, by downloading your complimentary copy of At A Glance — How Manufacturers Are Marketing Today info graphic.

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Hi Three Tips for a More Effective Multichannel Strategy!.

Hi Three Tips for a More Effective Multichannel Strategy!.


With engineers and technical professionals using a variety of digital resources for work related purposes, industrial marketers must deploy a multichannel strategy to attract new customers and connect with current ones. But it takes more than simply placing advertising in different digital media channels.
Instead, you must be able to deliver a seamless, consistent experience across multiple channels in order to build confidence and trust among your target audience and increase opportunities to win business.
Being consistent and seamless requires that the attributes and value of your brand come across to your customers at all times, on all channels. Many customers might be exposed to your company through multiple channels: e-newsletters, websites, online catalogs, webinars, online events, banner ads and more.
You don’t have to—and shouldn’t want to—use the exact same message across channels, or make all your creative and layout look the same, but you should find the appropriate threads to weave through your marketing that will cause potential customers to recognize and understand your brand at every digital touch point. Here’s how:

1. Anticipate multiple exposures;

There’s a theory that a potential customer has to interact with your company up to seven times before they’re ready to make a purchasing decision. If you’re truly deploying a multichannel strategy, you should work under the assumption that engineers and technical professionals will be exposed to your company numerous times across multiple digital channels.

For example, the person who sees your ad in an e-newsletter might click through to your website and later might view a video on your YouTube channel and read one of your tweets or blog posts. Provide visual consistency by using similar colors, layouts, fonts and other design elements across channels and content.
Provide message consistency by reminding your audience of your brand value. How do you want your audience to perceive you: Are you a technology innovator? A low-cost provider? Known for stellar customer service? Find a way to reinforce your major brand message, even if the specific marketing campaign is more focused.
2. Plan your content;

Be the company that is always putting out fresh content on multiple digital channels. The latest news on your products or trends in the industry. A new white paper, video or webinar. If you strive to constantly refresh your content, it will be easier to maintain consistency and deliver a seamless experience across channels.

In addition, create a schedule for publishing content so that you know when and where your content will appear. This will help you avoid, for example, having last month’s story still promoted on your social media platforms while this week’s e-newsletter concerns itself with more recent topics. Remember that not every channel has to carry the same message or news (which would be dull), but they do have to work together and you have to be aware of what’s appearing where.
3. Tie it all back to your website;

A good portion of your marketing effort is likely devoted to funneling customers to your website where they can accept your offers, make a purchase, contact you or interact with your company, brand and content in other ways. Whether a potential customer is exposed to your company through a banner ad, e-newsletter, online catalog, social media post or other channel, every potential customer that clicks through to your website should immediately recognize something familiar, whether it’s a message you want to continually reinforce or a consistent look and feel you want to promote.

If you integrate all the components of your multichannel marketing strategy in these ways, not only will you provide a consistent, seamless and memorable experience to your target audience, you will create the impression of being everywhere in the digital sphere. Customers will see and recognize your presence, which will help form a stronger and longer lasting connection with your brand, company and products.
How do you deliver a seamless, consistent experience across multiple digital channels? What advice would you give to your peers in industrial marketing? Share your thoughts in the comments section below.
2014 Digital Media Use in the Industrial Sector:

The Digital Disruption has taken hold in the industrial sector. Engineers are online and using digital resources more than ever before to perform work-related tasks throughout the buy cycle. This research report will help you understand how your customers and prospects use digital media, and how you can use the Digital Disruption to your advantage to remain competitive and win business.

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Hi How to Craft Content for the Three Types of Industrial Buyers.

Hi How to Craft Content for the Three Types of Industrial Buyers.


The industrial buy cycle can be long and complex, and can involve any number of recommenders, influencers, gatekeepers and decision makers who all have a say in the final purchase decision. It’s a daunting task for a marketer to create content and design communications that are relevant and that resonate with these various audience types.
To make your job easier, you can segment all of those involved on the customer side into one of three buyer types: the analytical buyer, the economic buyer and the technical buyer. Speak to the needs and interests of these three types of buyers and you can simplify your communication efforts while increasing your opportunities for winning the deal.

The Analytical Buyer: Will it Solve My Problem?

The analytical buyer is the technical professional who has a problem to solve. They need, for example, an oscillating pump or a diode laser or a circuit board to perform a specific function. The analytical buyer is often the first point of contact your company has with a potential customer. They’re the person who has performed initial research to identify the suppliers, products or components that could meet their needs.
The biggest question on the analytical buyer’s mind is whether your product or service will solve their problem. They’re asking: What functions does the product perform? What are its specifications? Why is your product better than another product? Or: How does your service meet my needs?
Analytical buyers want facts and solutions. They respond to content such as demos, how-to videos, problem-solving webinars, and white papers.
The Economic Buyer: Will We Earn ROI?

The economic buyer’s greatest concern is return on investment. They often have significant sway in any large or long-term purchase. Economic buyers asking that if their company buys your product or service, will the return they earn in terms of economic benefit be higher than the price they pay?
The benefits to economic buyers might be measured in terms of expected time savings, increased efficiency, uptime, product lifespan, reliability, warranties, opportunity cost (if they purchase your product over a competitive one, how do they gain or lose) or other factors.
Effective content for the economic buyer might be interactive ROI calculators, case studies showing demonstrated success and benefits other customers have achieved, analyst reports, depreciation schedules, and executive briefs. The content should be numbers oriented and benefit focused.
The Technical Buyer: Is it the Right Fit for Our Company?

The technical buyer is often behind the scenes and may not come into play early in the buy cycle. They are concerned with the bigger picture of whether your product, component or service will fit into the larger technical infrastructure, environment or policies at their company. For example: Are your products compatible with other products the customer uses? Do your products integrate well or will modifications elsewhere be necessary? How is support provided? These questions are particularly relevant with software and hardware purchases, but also for other industrial products.
Fitting into environment also includes questions such as: Is this kind of company we want to do business with? If the customer has a policy to prefer suppliers that engage in “green” business practices, or that manufacture only in the United States, you’ll find this out from the technical buyer. Also, if the customer requires a certain type of support, such as on-site or 24/7, the technical buyer as well as the analytical buyer will be looking for that type of information.
Technical buyers want specifications, but they also want to see your policies and procedures. They can nix a sale for any number of reasons, and so you’ll have to produce content that answers their questions.
The Buyers Together,

You might produce individual pieces of content for each type of buyer or you might try to communicate with all your audiences at once. There are no set rules other than to be clear and relevant to your customers and to address their concerns: Does your product do the job well, deliver required benefits, and fit seamlessly into their environment?
How do you communicate to the needs of these three types of buyers? What advice would you give to your peers in industrial marketing? Share your thoughts in the comments section below.

THANK YOU...,

29 Oct 2014

Hi Simply Measured Instagram Study Q3 2014:

Hi Simply Measured Instagram Study Q3 2014:


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23 Oct 2014

Hi Internet of Things in the Real World.

Hi Internet of Things in the Real World.


The Internet of Things has been riding the crest of a wave of attention in the technology and financial media in recent years.

“We think the Internet of Things (IoT) will be a transformational trend over the next 10 years,” says Simona Jankowski, of Goldman Sachs Global Investment Research. The ability to adapt to it “is very likely to determine who the next set of winners and laggards will be in this new connected age.”

There is general agreement that the term was introduced by Kevin Ashton, co-founder of the MIT Auto-ID Center in a 1999 speech to Procter & Gamble about using radio frequency identification (RFID) in the supply chain. Thinking about it 10 years later he explained that he was highlighting his belief that “Computers — and therefore the Internet — are almost wholly dependent on human beings for information.”

On the surface it would seem that this contradicts the view that IoT is about things communicating with other things over the Internet.

The most important question to ask about the Internet of Things to bring greater clarity is, what is it? The answer is neither simple nor obvious. Many people offer many different definitions. This is partly because there really are different IoTs.

The left-hand axis represents the installed base of connectable units and the right-hand axis represents shipments (in 1000s). Source: Bill Morelli, IHS.

“It’s about enabling connectivity and imbedded intelligence in more devices,” says Bill Morelli, IHS director, Internet of Things and M2M. He adds more generally that the IoT is about the communication of useful information between devices. In this sense, it's important to keep in mind that IoT is in itself not a thing but “a conceptual framework,” Morelli says.

But if IoT is about connection of devices with stored intelligence, then isn’t that the same as machine-to-machine (M2M) communication? Morelli says that while M2M is a subset of IoT, it does not represent the whole. Instead, IoT also includes machine-to-people, people-to-machine, people-to-objects and objects-to-people connections , he says.

Embedded Intelligence:


Ultimately, it might be possible to have an Internet of Everything, where every device and every person can exchange useful information with every other. But that is closer to the realm of science fiction than to possible reality, which is not to say it will never happen, just not anytime soon. For now, a useful starting point is to discuss “things” that already have embedded intelligence and the ability to communicate. These are the most likely to be included in the web of connections that can communicate useful information, the very definition of the IoT.

A variety of devices already contain a great deal of data as the result of the growth of automation and communications systems. Indeed, "the Industrial Internet Revolution is already underway” according to the 2013 GE report Industrial Internet: Pushing the Boundaries of Minds and Machines. The report explains that although Internet-based technologies have been increasingly implemented over the past 10 years, they have been used in discrete, siloed applications.

Morelli says the IoT will be built on accessing stored data, converting that stored data into useful information and integrating it on a system level with other pieces of information so that ultimately it can create “complex information systems that are greater than the sum of the individual components.”
The GE report looks at electric power generation, oil and gas extraction, air and rail transportation and healthcare. Morelli includes factory automation, lighting, security systems, building automation and electronic funds transfer. This article, the first in a four-part series to be published between now and December, focuses on factory automation.


Worldwide Convergence of Systems:


The ultimate vision for the Industrial Internet of Things is that it can produce a worldwide convergence of systems of production and distribution. This will “open up new frontiers to accelerate productivity, reduce inefficiency and waste, and enhance the human work experience,” according to the GE report.
How will that happen? What might the next 5-8 years hold in terms of evolution? And what might some of the outcomes be?

The development of the Internet of Things will be an evolution, not a revolution, says Mike Fahrion, director of product management at B&B Electronics. There will be no light-switch event to trigger it. And the Iot is happening now because of the convergence of a number of factors.

For one thing, M2M, which has been under way for about 20 years, has become effective and reliable. The ability to transfer data between machines is a necessary, although not a sufficient, condition for the IoT. In essence M2M represents the backbone that supports it all.


For another thing, the development of internet protocol (IP) networking in automation systems has been an enabling event. Early factory automation systems generally consisted of one programmable logic controller (PLC) controlling one machine. The next evolutionary step was to enable PLCs across the factory floor to communicate with a central computer. This was initially done in a star topology, with each PLC connected to the computer via a separate cable. An important second step was the development of communication protocols such as Modbus that enabled a mesh topology instead of a star.

IoT: The Model:


Think of this as the model for the IoT: it enabled all machines, sensors and controllers connected to the local area network to communicate with each other, with human-machine interfaces and with computers. These networks are still widely used on plant floors. Two obstacles in the way of the next stage, namely the IoT, is that almost all these networks are proprietary and many different ones exist. IHS’s Morelli lists no fewer than 25 different protocols, some more common than others.


This diversity is a problem that has to be solved in order to make IoT a reality. A number of solutions have been discussed, but no consensus has yet emerged. It is clear, however, that there has to be an intervening layer between the factory automation level and an IoT network. A good candidate would be industrial Ethernet.

Many devices, especially recently, have Ethernet ports. For those that do not, gateways are available that can interface most proprietary networks to Ethernet. An advantage of industrial Ethernet is its compatibility with the Ethernet networks that have become the de facto standard for office automation and data systems.

Ethernet can provide the infrastructure for one key function of the IoT: the transmission of real-time operating information from the “factory floor” to the “home office.” Conversely, management decisions based on that information can be sent to personnel and/or machines in the plant. This is a logical step, but it will require a culture change both for the managers of the industrial network and the IT managers who run the enterprise-level data networks. Stakeholders on both sides of this divide tend to want to see things the way they’re used to seeing things. It will take conscious effort to encourage them to learn each other’s needs and to work together.

As B&B’s Fahrion put it, “there’s almost a complete lack of integration between devices and enterprise systems." Ultimately, he says, "how you provision and manage devices becomes very important.”

Ensuring Security:


The function of IoT is to widely distribute important information. This means that an inherent risk exists that the information can be tampered with by unauthorized people. Security is, therefore, a major issue in adopting the industrial Internet.

There are two key aspects to effective security: systems and people. Security protections will have to be designed into system software at every level, from individual devices up to the network layer. Protocols will have to be put in place for each use case, for example, defining what information can be shared with whom. Personnel also will have to be well trained in the use of security systems to avoid situations such as the person who sends an encryption key over unprotected e-mail.

Another important piece of the puzzle is converting data to information. As connected systems expand, the number of bits of data is growing astronomically. There are at least two ways of dealing with that. One is that edge devices such as sensors can now have embedded microprocessors that enable them to process data locally before it is sent to a network. These devices can be programmed, for example, to send vital trend information or high-priority alarms rather than data bits. Data can also be stored on cloud servers where it can be analyzed by advanced analytics software.

IoT Benefits:


The IoT holds the potential to offer great benefits, despite all of these difficulties.
For one thing, machine sensors can send condition data (including temperature, pressure, and vibration) in order to predict problems in advance of actual equipment failure. This information could be shared with the device manufacturer who could provide standby replacement parts or offer service advice.

For another, process information could be used to identify areas where a revised manufacturing strategy could increase productivity and reduce energy costs. In this scenario, experts in different areas--for example, those with process knowledge, sensor experts, industrial networking specialists, and IT people--all would be able to view information in real time and discuss it with each other.
By monitoring similar machines, “the operational experiences of each machine can be aggregated into a single information system that accelerates learning across the machine portfolio in a way that is not possible with a single machine,” says the GE Industrial Internet report.
The GE report predicts that the IoT could boost annual productivity in the U.S. by 1–1.5%. It estimates that a 1% savings due to increased productivity in various sectors could translate into increased value in the range of $30-$90 billion over 15 years.

Ultimately, the goal for the Internet of Things is to take formerly siloed information and make it shareable.

“The first piece is being able to talk to machines and collect data from them, which you couldn’t do before," says IHS's Morelli. "The second piece is how do we share that data to maximize the value?”

Hi Coming in Part 2: Organizational challenges with the IoT are addressed, including how it will be administered and by whom, and what the network and physical layers may look like.



22 Oct 2014

Hi FREE GUIDE: 10 TIPS FOR CREATING ENGAGING SOCIAL CONTENT.

Hi FREE GUIDE: 10 TIPS FOR CREATING ENGAGING SOCIAL CONTENT.

Are you looking to create content that people engage with in a meaningful way? In this guide from Act-On, you'll learn what motivates your audience to engage and discover 10 great tips for creating engaging social content. 
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Hi Visual Analytics: Leveraging the Rise of Visual Social Media.

Hi Visual Analytics: Leveraging the Rise of Visual Social Media.

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  • Ways in which you can reach 450 million unique visitors across visual channels.

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20 Oct 2014

Hi FREE: The Ultimate Handbook To Twitter Advertising.

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16 Oct 2014

Hi Why Your Data Visualization Should Be Like Lady Gaga’s Eyeliner.

Hi Why Your Data Visualization Should Be Like Lady Gaga’s Eyeliner.

Inspiration can come from the most unexpected places. Who said something as simple as eyeliner – even if it is Lady Gaga’s – would stir the average market researcher?


First used in Ancient Egypt, eyeliner has long been used to draw attention to the eye and to accentuate its features.
As market researchers, this should be fairly familiar ground to us. We, too, are in the business of doing just that – drawing attention to marketing data that should be highlighted, because it has significance.
But are we doing everything we can, to make our mark – whether with black kohl liner or not?
"Eyes are the windows soul"
… or so the saying goes.
Recent research maintains there could be more to this theory than meets the eye (pun intended). If iris patterns really are linked to personality traits, perhaps we should be paying greater attention to others’ peepers.
This highlights another of the market researcher’s dilemmas…
If you take a good look at Lady Gaga, her famous eyeliner is so dramatic and over the top, it draws you in and commands you to take notice… of her lyrics, of her style, of her attitude and yes, of her eyes.
The question is, if we’re as proficient at highlighting data as we should be, is it the right data that we’re drawing attention to?
Clever data visualization isn’t just born that way!
Data visualization allows you to make sense of complex data quickly and potentially overlay data from multiple sources, for a more holistic picture.
Once you have the right data at your fingertips, you can distil it to your audience.
Just as eyeliner accentuates the eyes, clever data visualization does the storytelling. It draws you in and commands you to take notice … of the differences, of the trends, and of patterns in general.
End the bad romance with your market research data:
Also of significant importance is the fact that data visualization allows wide-spread sharing of information within an organization.
Gone are the days of researchers thumbing through reams of cross-tabs and carefully guarding data. Clear, concise visual depiction of data can be understood by all levels and functions within an organization.
This sharing of information is important, because ultimately the value of data depends on the decisions that come from it, collectively.
As market researchers, how can we apply this learning to what we do?
Symbolically, eyes represent vision, prophecy, observation, perception and awareness. These are all traits that make a good market researcher.
If you’re in the business of using marketing data, you’ll understand how important visuals are. While data isn’t necessarily a crystal ball, being able to see, interact and even manipulate your marketing data visually can be very powerful in generating meaningful insights.
So the next time you see Lady Gaga’s trademark brows, take notice of how they draw you in and make you pay attention.
Ultimately, isn’t that what good data visualization should do?
Has your data viz been inspired by the unconventional lately?


14 Oct 2014

Hi 5 Ways Content Marketers Can Get More Value from LinkedIn.

Hi 5 Ways Content Marketers Can Get More Value from LinkedIn.


If you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.
LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.
In his presentation at Content Marketing World 2014, Wheatland noted that LinkedIn is often cited as the No. 1 source for new business. He pointed to content marketing phenoms Jay Baer, Joe Pulizzi, and Lee Odden, all of whom have named LinkedIn as their top source for new business as they built their multi-million-dollar companies in the last five years. It’s not just for entrepreneurs either. Wheatland’s previous employer, Kelly Services Inc., also cites LinkedIn as the top generator for new business.

What’s in a LinkedIn Group?


By now, we’ve all learned that the vast majority of LinkedIn Groups offer disappointing experiences. They are not administered well and often become filled with self-promotion that doesn’t give thought to relevance or context. However, when used correctly, Groups can be a great opportunity for content marketers. “There is huge potential if you are willing to invest the resources and time,” Wheatland said.
His keys to a successful LinkedIn Group include consistent management, dismissal of self-promoters and irrelevant content, and use of weekly email option to Group members. Take a look at some specific recommendations and examples he offered:
1. Get rid of the garbage content:

Wheatland shared some of his experience with successfully working with Groups. For example, Kelly Services Inc. once created the LinkedIn Group, HR Manager, but very quickly, it started to abandon its oversight of the Group. “It was terrible,” Wheatland said, explaining how it became filled with posts on weight-loss solutions, entries that were shared multiple times by the same members, and even a member who shared seven posts in the course of one day. “If you have more posts than comments, it’s not a good sign,” Wheatland said.
Instead of shutting down the HR Manager Group, Kelly Services opted to spend 10 to 15 minutes a day moderating the cacophony of voices. If a post wasn’t on target with the professional interests of HR managers, it was killed, and the poster was removed from the group. Remaining members started to see that the group was being moderated and began to embrace it as a trusted resource for relevant information. Without any promotion, HR Manager soon grew to 55,000 members, with 500 or more members joining each week.
In addition, the HR Manager moderator continues to send a weekly email to members. “It’s an extremely powerful way to pull people back to your site or target,” Wheatland said. Notably from a content marketing perspective, these emails include links to Kelly Services’ content, as well as messages that encourage additional participation from Group members. The weekly HR Manager email also incorporates features like a Top 3 Posts of the Week list, and re-shares some of the questions posed in the Group to drive additional contributions to the discussion. The goal is to promote the insight of contributing members and encourage greater engagement within the Group environment.
2. Go off brand:

Don’t be afraid to create a Group that might be a bit “off brand” for your business — as long as you identify it with a name that resonates with the interests of your targeted members. “It’s not about the company but about the audience,” Wheatland said. Be transparent, though, and make sure the connection to your company is readily apparent.
Kapost and HubSpot serve as good examples of how this can be a useful strategy. Kapost created Content Marketing Academy, which serves as a learning experience for content marketers looking for advice from their peers. The Group now has more than 14,000 members, while Kapost’s own company-focused LinkedIn page only has slightly more than 1,000 followers. Similarly, HubSpot manages the Inbound Marketers Group, which boasts more than 113,000 members, compared to HubSpot’s company page, which has 70,000-plus followers.
3. Showcase your brand benefits:

Late in 2013, LinkedIn re-engineered its Company pages and debuted Showcase Pages, in part to improve the foundation for its fastest growing revenue stream — sponsored posts and content, according to Wheatland.
Nested under a Company page, users can create as few or as many Showcase Pages as they want, though LinkedIn recommends a maximum of 10. Just like a Company Page, users are encouraged to be “followers” of Showcase Pages.
Wheatland says these pages can be developed for diverse purposes — not just product promotion. While you can create a Showcase for a product, you also can create one for customer service, another for a customer industry interest, and several more for geographic-specific content. The potential topics are virtually limitless, though Wheatland recommends that companies use them to Showcase only those topics that help them meet their business and operational goals.
4. Get Connected to the LinkedIn app:
One of Wheatland’s favorite components of LinkedIn is its Connected app, which can function as a personalized researcher, boss, assistant, and marketer. Connected delves into users’ LinkedIn profile and activity, and can be synced with their calendar and contacts. Its features can come in handy for marketers in a variety of ways.
For example, each weekday it creates a personalized list of “15 updates you can do to engage with your connections on LinkedIn.” How can this help your business? Consider this scenario:
You schedule meeting with a new client prospect, Mary Smith at XYZ Company, for 2 p.m. Thursday.
At 10 a.m. Thursday, you receive an alert from Connected to view Mary’s profile. You show up at the meeting and ace the presentation because you were able to get background info on Mary that allowed you to tailor your discussion to her interests.
On Friday morning, Connected sends a message to alert you that Mary has a connection who works for one of your competitors. It encourages you to connect with Mary through LinkedIn to stay on her radar.
Connected also can send push-type messages and help you reach out to your connections with relevant messaging and content. For example, on weekends, Connected shares a special edition: “Five connections who were mentioned or shared content in the news over the past week.” Just click on “reach out” and can then send a personalized message to compliment those connections on their news items.
Connected also can be synced with other apps. For example, Wheatland connected it to his TripIt app. Connected now knows when Wheatland is headed to Melbourne, Australia, and can suggest that he meet with a particular connection. Connected even pre-populates an outreach message, so that he would only need to click to send a request to meet up with his connection while he’s in town.
5. Don’t forget the tried and true:

Your LinkedIn connections are valuable because they serve as more than just digital business networking tools. They are part of your LinkedIn algorithm, which can help you find new connections, valuable content, and more to help you in business.
By taking a few extra steps, you can add even more value to your LinkedIn experience. For example, At CMW, Wheatland described LinkedIn as “CRM lite,” advising users to take 20 seconds when they add a connection to detail what is known about the person or the relationship.
To do this, use the relationship tab for each connection. Detail how you met or know the person, and add notes and tags. Wheatland said adding keywords to the tag section better facilitates your ongoing relationships. For example, say you tag a connection with “supply chain.” Two months later, you read an interesting article that’s relevant to the supply chain industry. You can then search for all your connections that you’ve tagged with this keyword and LinkedIn will compile a clickable list you can use to select the ones you would like to share the article with —all without having to leave the LinkedIn environment.
Todd Wheatland’s practical tips helped Content Marketing World attendees improve their LinkedIn activity. Didn’t attend the presentation or couldn’t make it to Content Marketing World this year? You can still catch up on the biggest issues, ideas, and innovations in Content Marketing. 


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