Search Marketing Knowledge Center

The Four Cs of Effective Messaging in Content Marketing

Training Takeaways January 2, 2025

ANA instructor George Stenitzer identifies four priorities that should be reflected in content marketing and offers an array of tips to support those priorities.

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Six Questions to Guide Content Marketing Analytics

Training Takeaways January 2, 2025

ANA instructor George Stenitzer identifies seven questions that can used to help guide one’s approach to content marketing analytics, drawn from his ANA on-demand training course, “Best Practices to Strengthen Your Content Marketing.”

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Content Marketing 101: Mapping Content to the Buyer Journey

Training Takeaways January 2, 2025

ANA instructor George Stenitzer explains how to tailor your content marketing to each phase of the buyer’s journey, including which media types to use at each phase.

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The Six Cs of Integrated Marketing

Training Takeaways January 2, 2025

Marketing consultant, professor at Ferris State University, and ANA instructor Susan Jones breaks effective integrated marketing down into six elements.

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Defining Your Marketing Promise in Three Steps

Training Takeaways January 2, 2025

Articulate your marketing promise with a simple three-step process.

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The 4 Ps? Try the 4 Es to Excel at Integrated Marketing

Training Takeaways January 2, 2025

Learn four principles critical to guiding your integrated marketing efforts.

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A Three-Step Process for Generating Innovative Business Ideas

Training Takeaways January 2, 2025

If you’re trying to develop new ways of approaching a business problem, consider the “judo flip” method for generating fresh ideas.

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Five Tips for Brand Builders

Training Takeaways January 2, 2025

The ANA offers five tips for building a brand and a brand experience drawn from its on-demand training course, “The Art and Science of Brand Building.”

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Customer Experience 101: How to Measure It

Training Takeaways January 2, 2025

Learn the four interrelated approaches that need to be adopted to effectively measure customer experience to guide improvements.

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Responsible Marketing: Getting It Wrong the Right Way

Leading Edge January 2, 2025

For many brands, corporate fragility is the Achilles’ heel that prevents them from admitting wrongdoing or accepting criticism, even at the expense of their own credibility and integrity. Instead of embracing feedback as an opportunity for growth, fragile organizations recoil from criticism, opting to deflect blame or bury their heads in the sand. This defensive posture stems from the misguided belief that admitting fault is a sign of weakness rather than brand strength.

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