Calls to action are crucial in generating leads from online content. Today, information searchers make up 75% of blog traffic as most blog visitors are searching for content in hopes of fulfilling a need, solving a problem or gaining insight. Therefore, it is vital to give searchers a reason to continue interacting with your website, instead of simply moving on to another site for additional information. This is where a well-crafted call to action comes into play.

Behavioral marketing can be used in conjunction with content marketing to improve and enhance the customer relationship. Modern businesses store a significant amount of data, but they don’t always use this information to their benefit. Applying data to communications can ensure companies tailor their marketing campaigns for optimal effectiveness.

Content marketing techniques can be used to reinvigorate a waning customer relationship, encourage customer re-engagement and improve customer retention. Effective customer relationship marketing requires that customer relationships be customer-centric and refined over time based on behavior. Fostering an atmosphere of repeated interaction and constant engagement can help companies and their brands increase their authority and become a go-to source for customers.

Even the most experienced marketer may have trouble telling the difference between content marketing and inbound marketing.

Publishing multiple pieces of content weekly is the cornerstone of an effective inbound marketing program. Yet maintaining a consistent stream of content can be a challenge. Many marketers are looking for alternatives to generating original content. Curated content is one approach marketers are exploring. Marketers are often debating whether their organization should be considering curated versus original content.

These days, most companies that have an online presence also have a blog. What began in the 1990s as a “weblog,” where individuals could log their thoughts on the Internet, has evolved into a powerful marketing tool for businesses. To online customers, blogs are a go-to source for information on new strategies and products on the market that could better their business. Blogs play a key role in demand generation as current and potential customers seek new ways to solve identified issues or discover better ways to run a business that they never considered.

All too often, when businesses begin crafting a marketing strategy, they default to promotion.

Editors have a lot of power over content creation. Just ask any writer.

If the marketing industry was giving out trophies, content marketing would be this year’s most valuable player (MVP). The digital strategy has quickly become one of the most popular marketing tactics. According to the Content Marketing Institute, 70% of surveyed marketers say they are creating more content than they did a year ago. As more businesses implement content into their marketing strategies, the competition to engage consumers is growing fierce.

Inbound marketing. At Jacobs & Clevenger, it’s a way of life for our digital and content marketing teams, the heart of our demand and lead generation strategies, which is why we once again attended HubSpot’s Inbound marketing event. Calling Inbound 2015 a conference is too tame a word. From best-selling author Seth Godin to comedians Aziz Ansari and Amy Schumer, the event was chock full of inspiring content and educational lessons for marketers and sales teams who want to move to the next step (whatever that may be).