Whether you're an expert on mindfulness, productivity, Cloud or Big Data, raising your online influence can help establish you as a thought leader and burnish your company's reputation. But if you go about it the wrong way, you can inadvertently alienate the very people you're trying to win over.

Does size matter? When it comes to social media metrics, not as much as it used to. Success in social used to be measured by followers and likes, numbers that indicate the size of your audience. Many brands these days, however, are looking for more sophisticated and enlightening metrics, such as engagement and conversion. 

You're familiar with creative briefs—those documents with market, product, and persona information that advertising types use to craft memorable campaigns. As B2B marketers begin creating multiasset campaigns with a variety of content developers, it's helpful for all involved to use a creative brief to help formulate ideas for everything from social media updates to website content and sales collateral. We've helped clients create and use these documents. We call them content briefs.