Marketing programs often have short shelf lives. They spring up around a product, an initiative, a new corporate slogan (“We’re all about value!”), and a year later (or less), there’s a new product, with a new slogan (“We’re all about innovation!”). In our increasingly connected and interactive world, shutting down a campaign and its related social channels is harder and less desirable. It's much easier—and wiser—to refresh that existing effort.

Video plays a number of important roles across the demand generation cycle. It can drive people to gated assets, be a component of lead-nurture streams, or complement and enhance primary offer content like e-books and virtual events. But it could also be the offer content if you follow these three steps.

I spend the bulk of my time managing LinkedIn company pages for two drastically different clients: one is a boutique branding consultancy, and the other is one of the largest tech companies in the world. Although the size of these organizations differ greatly, I still approach them with the same principles in mind. 

Are you maximizing the impact of your brand’s voice to leave a lasting impression? Every interaction you have with prospective customers or long-time contacts is part of an ongoing conversation, and it’s important to make consistent use of your voice to strengthen that bond. Here are three simple steps to optimizing your brand’s voice for maximum effect.

At Tendo, we work with a range of clients—from those just dipping their toes into content marketing to companies with sophisticated content marketing machines. Whether we're helping them optimize an existing content marketing campaign or start a new one from scratch, we've found that there are a few common traits that all successful content programs share.

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.