What I’m Reading This Week, Vol. 5

October 30, 2014, by Jessica Stroder


As a kid, I was obsessed with words. I read everything ­— everywhere.

Native Ads: Online Marketing’s Saving Grace or Next Shady Fad?

October 28, 2014, by Maya Szydlowski


If you haven’t watched John Oliver’s episode about native advertising, feel free to pause and check it out before continuing. To spare you 12 minutes, he basically slams native advertising and coins it “corrupted news." 

How Content Production Drives Thought Leadership Marketing

October 23, 2014, by Lee Frederiksen


Becoming a thought leader doesn’t happen overnight. It requires a level of expertise achieved over years of hard work and a dedication to content creation that might initially seem daunting. 

Why a Third of Your Company Tweets Are Getting Zero Engagement

October 21, 2014, by Kara Burney


First and foremost, content marketing is an exercise in relationship-building. For brands, the list of incentives for galvanizing and sustaining an engaging online presence is a long one, including opportunities to conduct real-time market research, crowdsource problems and ideas for innovation, gain insight into customer complaints, and strengthen brand loyalty. But content creators often forget to answer one basic question: What’s in it for the customer?

Now Hiring: How Content Roles Will Evolve in 2015

October 16, 2014, by Brittany Dowell


Content is the life force of your company — that elusive elixir that drives the personality and credibility of your brand, with the magical power to turn a bland business into an industry hero.

What I’m Reading This Week, Vol. 4

October 14, 2014, by Melanie Janisse


Why is it that we take things for granted until something happens to make us stop and pay attention? 

5 Simple Ways Your B2B Sales Team Can Leverage Content to Close Leads

October 9, 2014, by Don Broekelmann

Your B2B sales team can leverage content marketing to build client relationships and close leads.

With 95 percent of B2B enterprise marketers using content marketing, the value isn’t difficult to see. But one asset companies often overlook and underutilize is the application of strategic content for the sales team. Strategically creating and leveraging content can qualify leads and shorten the sales cycle, yet many salespeople haven’t explored this tactic.

This article will outline the different ways your sales team can use content to build more meaningful and lucrative relationships, overcome objections, and showcase your company’s expertise to close deals faster. 

A Comprehensive Look at the Quantitative and Qualitative ROI of Content

October 7, 2014, by Joshua Johnson


People are constantly looking for ways to evaluate and measure the success of their content marketing strategy. It’s a conversation I have with prospects, clients, competitors, colleagues, and friends on a regular basis.

Here are two alternate viewpoints that often drive the discussion: 

  1. Data rules. If it doesn’t have a clear number attached to it, it has no value, and you shouldn’t invest there.
  2. Numbers surrounding content are vanity metrics. The core benefits content provides come from positioning yourself as a thought leader and the trust, credibility, and top-of-mind awareness that follow. 

What I’m Reading This Week, Vol. 3

October 2, 2014, by Alyssa Brown


I’m pretty stoked to share what I’m digesting this week. Although my list is on the unconventional side, the variety reflects my eccentric personality — or so I’m told. 

10 Skills That Make Journalists the Secret Weapon for Your Content Team

September 30, 2014, by Gaby Ramirez

By turning to journalists, marketers can harness their unique intuition and specialized communication skills to connect with an audience on a deeper, more meaningful level

If you’ve ever read a compelling feature story and felt an overwhelming emotion or urge to act, you’ve witnessed the power of the journalist. 

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About Influence & Co.

Influence & Co. helps companies create and distribute content that engages and educates a specific audience.