Trending Articles

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How to Build Buyer Persona Profiles and Personalize Marketing Messages

Aspiration Marketing

To create marketing that truly converts and builds lasting relationships, you need more than just raw data–you need genuine understanding. Buyer personas provide this crucial layer of insight, transforming raw information about your target audience into actionable knowledge about their needs, pain points, and aspirations. These detailed profiles become the foundational element for all your communication efforts, ensuring your messages are relevant, timely, and impactful.

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Data Shows Best Content Format on Social Platforms in 2025: Millions of Posts Analyzed

Buffer Marketing

If you’ve spent any time on social media lately, it’s easy to believe that video is the be-all and end-all. Instagram Reels, TikToks, LinkedIn’s new video feed: it’s everywhere, and it feels like every platform is building for it. If you’re looking to build an audience, “more video” is often touted as the answer.

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Instagram Marketing in 2025: The Complete Guide to Form Your Strategy (+ Best Practices)

Buffer Marketing

Gone are the days when Instagram was an app with a brown and beige logo to keep up with your friends. Today, Instagram has become one of the best social media platforms for creators, small business owners, and enterprise companies to develop their brand. And this is also why Instagram marketing has become more complex but full of potential. New features come at a whip speed, and there’s a lot of information out there to keep up with (and apply!).

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Martech maestros focus on internal processes — and drive external success

Martech

In January 2020, Scott Brinker introduced five martech archetypes: maestros, makers, modellers, marketers and managers. His framework maps roles based on their internal or external focus and whether they lean more toward process or technical execution. Managers, meanwhile, lead teams that span across these categories. This model helps organizations understand the diverse skills and responsibilities needed for modern martech teams.

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Why B2B Growth Needs a Co-Marketing Strategy

Speaker: Speakers:

Struggling to grow your B2B brand in an overcrowded market? Discover how partner marketing can transform your strategy, unlocking new opportunities for lead generation and ROI. What you'll gain: Craft collaborative campaigns that minimize conflicts and maximize ROI. Harness automation to streamline partner marketing efforts. Learn to gain and retain partner mind share with proven strategies.

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How to Build a Customer-Focused Content Strategy (6 Steps)

Backlinko

Random content creation is the top reason you won’t see ROI from your content marketing. One week, you write blog posts. The next week, you film some YouTube videos. Then, you stop publishing for three months. With a strong content strategy, you’ll make consistent content based on real customer preferences, pain points, and historical data. Creating a content strategy has many benefits, including: Focuses your efforts on content your audience actually wants Saves you time by eliminating gu

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How Smart Marketers Build a Budget That Actually Works

Set Up

Creating a marketing budget isn’t just a financial exercise; it’s a strategic act. It’s your roadmap for growth, your guardrail against wasted effort, and, when done well, your strongest case for internal alignment and external results. But while most marketers know how much they wish they could spend, far fewer know how much they should. So, where do you begin?

Finance 52
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How to use GA4 annotations to add context and clarity to your analytics

Martech

After waves of user requests, annotations are finally back in Google Analytics and GA4’s version is more useful than ever. Whether you manage analytics for a brand, agency or client, annotations are your new best friend for bringing context to data. Use them to build a scalable strategy that makes your analytics smarter, faster and more collaborative.

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HubSpot’s Marketing Hub pricing guide — AI-powered software for marketers

Hubspot Marketing

HubSpot’s Marketing Hub is a comprehensive marketing automation platform that helps businesses generate leads, automate campaigns, measure marketing performance, and more — all powered by HubSpot’s AI. With 82% of marketers reporting that HubSpot increased their lead generation, the platform has proven its effectiveness across businesses of all sizes.

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Sunk costs and the framework for forward motion

Seth's Blog

Everything that happened yesterday, and the yesterdays before that, is real. It happened. Perhaps it’s the hard work you did to earn a degree, or a significant error that cost you and others a great deal. Maybe it’s a community you chose to join, or one that you failed to embrace. All of these costs are sunk. We can’t undo them. They’re a gift from our former selves.

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How to Master Media Relations: Targeting, Tailoring, Timing

Speaker: Karen Swim, APR

Relevance is the currency of modern media relations—and personalization is how you earn it. In this new webinar with industry leader Karen Swim, APR, we'll explore proven strategies for precision targeting and crafting personalized pitches that resonate with journalists and build stronger relationships over time. You’ll also learn how to ensure your media lists are accurate and up to date, craft outreach that gets responses, and streamline your workflow without sacrificing quality.

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Social media KPIs every marketer should be tracking

Hootsuite

Tracking your social media performance isn’t hard. The hard part is knowing what to track — and why it matters. You could spend all day looking at your social media metrics : likes, comments, shares, follows, reach, saves, sticker taps, video views, clicks… the list goes on. But those numbers alone won’t tell you what to do next. That’s where social media KPIs come in.

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26 LinkedIn Stats to Know for 2025

Buffer Marketing

LinkedIn has come a long way from being just “the career network.” In 2025, it’s where professionals build personal brands, brands find their audiences, and creators grow through connection. Whether you're hiring, creating content, or planning a marketing campaign, understanding how people use LinkedIn — and how the platform is evolving — can give you a serious edge.

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Why Mel Robbins’ ‘Let Them’ theory is the mindset marketers need now

Martech

Mel Robbins is a New York Times bestselling author, former CNN legal analyst, and a globally recognized expert in personal development. Her “ Let Them Theory ” offers a simple but powerful mindset: when others doubt, criticize or question you, let them. It’s not about giving up — it’s about staying focused on what matters. In the noise of modern marketing, that kind of clarity is more valuable than ever.

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Memorable marketing, visible mistakes, and a faster horse

Hubspot Marketing

Today’s master bucks more trends than probably anyone I’ve interviewed. She ignores the competition. She refuses to put ✨AI sparkles✨ on everything. She runs on intuition as much as data. Yet her small, scrappy marketing team regularly punches above its weight — and wins. When Todoist first launched, it was the original personal task manager. Today, its parent company, Doist, is still seen as the go-to in productivity software, despite competing with Fortune 500 tech brands.

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AI In The Aisles: The Executives Guide To Better In-Store Experiences

Speaker: Steve Worthy, MBA

The rapid rise of AI-powered displays, touchless technology, and sensory marketing is reshaping the future of in-store engagement. Yet for many retail executives, the real challenge is not identifying new tools - it is knowing which signals to trust, which inputs to prioritize, and how to architect decisions that elevate in-store leadership rather than dilute it.

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Kevin Indig: SEO Has Changed Forever. What Marketers Need To Know Now

Search Engine Journal

Katie Morton sits down with Kevin Indig to discuss what AI Overviews research reveals about clicks, trust, and evolving SEO strategy. The post Kevin Indig: SEO Has Changed Forever. What Marketers Need To Know Now appeared first on Search Engine Journal.

SEO 101
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9 X/Twitter analytics tools to amplify your strategy

Sprout Social

You’re putting in the hours on X (formerly Twitter), creating posts, engaging with followers and pushing your brand’s message. But without the right tools, it’s hard to know if that effort is moving the needle. Twitter’s built-in analytics only provide basic metrics like follower counts and impressions. Third-party analytics tools are what give you deeper data—the kind that reveals what’s really working—so you can optimize your strategy and reach your goals.

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Brands urged to move beyond 'superstar spikes' in women’s sports advertising

The Drum

As brands chase women's sports moments, we talk to The Sportess founder Izzy Imlach about building long-term partnerships, growing fandom, and shifting investment from hype to sustained impact. Women’s sports advertising has surged in recent years, but industry voices are calling on brands to look past major events and high-profile players to build more consistent, sustainable partnerships.

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How AI is winning digital shoppers through personalization

Martech

The digital retail landscape is undergoing a fundamental shift. Generic product catalogs and one-size-fits-all marketing approaches are fast becoming relics. Today’s consumers are harder to win over — even when experiences are personalized, relevant and responsive to their needs. AI is driving this evolution, enabling retailers to deepen personalization and scale it across millions of real-time interactions.

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Engage Better, Gift Smarter, Win Big: Events That Deliver ROI

Speaker: Hanan Polinovski, Events Manager and David Brown, Sr. Marketing & Events Lead

Are your events living up to expectations? Are you getting quality leads from your sponsorships? Have you ever wondered if that branded notebook actually makes an impact? Get ready to transform your event strategy! Join event marketing pros Hanan Polinovski from Printfection and David Brown from Bonusly for a fast-paced webinar about turning your event efforts into serious ROI.

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7 best CRMs for retail businesses in 2025

Hubspot Marketing

Retail businesses face unique challenges in today's competitive marketplace. Managing customer relationships across multiple channels, tracking inventory alongside sales data, and coordinating between online and in-store experiences requires specialized tools. A Customer Relationship Management (CRM) system designed for retail can streamline these complex workflows, improve customer satisfaction, and drive revenue growth.

Retail 101
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The Benefits of Adding Infographics to Your Blog Posts

Marketing Insider Group

You write valuable blog content, but you still feel something’s missing. Readers skim past your thoughtful paragraphs and miss your points. That’s frustrating. You need something that stops the scroll—something that grabs attention and conveys meaning fast. You might find your secret weapon in infographics. Blog infographics benefits are much more than aesthetics.

SEO 65
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13 ChatGPT alternatives worth trying for SEO, content, and more

Hootsuite

When I was starting out in marketing, most of my time went into things like manually transcribing interviews, digging through industry research, and wrestling with spreadsheets to build reports. Now? AI can take a half-baked voice note and turn it into a solid outline before I’ve even finished my first coffee. The biggest shift I’ve seen in marketing isn’t just in what we create — it’s in how we create it.

SEO 59
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Work smarter with AI: How Opal redefines marketing execution

Welcome Software

Everyone's talking about AI-generated content. But no one is really talking about who's left holding the bag when it's time to execute. What you’ll learn in this post: Why most generative AI tools fall short when it comes to real marketing execution The five pillars that make Optimizely Opal a uniquely execution-ready AI system How leading brands like Diligent use Optimizely Opal to scale campaigns and content without scaling teams What agentic AI means, and why it’s the future of ma

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A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse

Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,

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Why visibility is now the most important marketing metric

Martech

As generative AI platforms like ChatGPT and Perplexity and search features like Google’s AI Overviews transform how users interact with brands, marketing performance is driven by what comes before the first click. Whether your content is read, cited or referenced by generative AI, AI visibility is now the first point of influence for many brands. To stay competitive, your content must be built for that visibility.

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Social Media Workflow: Simplify Planning, Approval, & Publishing

SocialPilot

If your social media posts get delayed, edits fly on WhatsApp, and your calendar feels chaotic, you don’t have a content problem. You have a workflow problem. Most social media managers and small business owners spend several hours a week just managing content —planning, creating, approving, and publishing. Without a proper system, teams waste hours each week juggling ideas, feedback, and last-minute changes.

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Transforming Social Media Marketing: The Power of Instagram Templates and AI Tools

Marketing Insider Group

In today’s fast-paced digital landscape, marketers are continually seeking ways to streamline their processes and maximize their impact. Two innovations that are shaping the future of social media marketing are Instagram templates and AI-powered tools. These technologies enable businesses to save time, increase efficiency, and foster more personalized customer interactions.

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25 powerful Aussie beauty influencers for your brand

Sprout Social

Finding the right beauty influencers in Australia isn’t just about follower counts. For social media managers working with local brands—or global brands eyeing the Aussie market—it’s about finding creators genuinely influencing purchase decisions, not just racking up views. Aussie consumers value authenticity over perfection, but with 1 in 4 Australians identifying as influencers , knowing who drives results (and how to work with them) matters more than ever.

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B2B SEO vs. LMO: Whats the Difference and Why It Matters

Speaker: Speakers:

Brace yourself, B2B marketers. Your beloved SEO is getting a makeover, and its name is Language Model Optimization (LMO). What does that mean for your digital strategy? Join Jesse McFarland of SpearPoint Marketing on the next B2B Growth Show as we unravel the mystery and get you prepped for the next evolution in search. Here’s what you’ll walk away with: A clear breakdown of SEO vs.

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Three Must-Hear Maxims for Building a Content Culture

Animalz blog

Some companies publish content that just feels a cut above the rest. The kind you wish you’d created. That teaches you something new. Content that sounds like a real person, not a press release. That kind of content isn’t luck — or even just great writing. It usually points to something deeper: a content culture. A content culture is an organization-wide conviction that creating, sharing, and learning from original ideas is one of the company’s highest-leverage ways to build trust and influence.

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Dashboards don’t win games, coaching does

Martech

We put a lot of faith in systems — dashboards, tools, processes — hoping they’ll deliver performance. But real results often come down to something simpler: real-time coaching. Beating a full team with half a roster I love baseball. My kids play in the city rec league every year, and this season, I coached my daughter’s softball team for the first time.

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Zero Click Marketing? The Truth About Search Traffic in 9 Charts

Orbit Media Studios

By Andy Crestodina Welcome to the “zero click” world, where websites no longer get traffic. I hear this a lot lately. I hear it from people whom I respect. But I don’t agree with the idea, or at least I don’t think the full story is being told. Yes, top-line traffic to most websites is down. Traffic from organic search to websites is dropping. You can probably quickly spot this trend in your own reports.