Delivering personalized content at scale requires a strategic effort that applies to various marketing strategies: inbound, demand generation, account-based marketing, and sales enablement. Here are some best-practices for delivering personalized content for each of those four strategies. Read the full article at MarketingProfs

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Ah, one of my favorite industries to write about! I love food, and I love eating at restaurants. That’s why the restaurant industry is such a fun one to write about, because I get to think about two of my favorite subjects: food and marketing. There are many pros and cons to being a marketer in a popular vertical like the restaurant industry. Yes, it is “easy” to market an industry that people are naturally…

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Whether you’re in lead gen or ecommerce, managing your business’s online advertising accounts means keeping tracking of a bunch of different metrics. You use search impression share to judge how well you’re performing in the Google Ads auction. You use engagement rate to see whether your messaging is resonating with your Facebook audiences. Across both platforms, you turn to click-through rate to determine how compelling your ad copy really is. These metrics exist for a…

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WordStream has some impressive employees in our ranks: from industry influencers to marathon runners, from analysts to authors. The Employee Spotlight series aims to highlight the talented individuals who work here. Each month, we’ll be featuring an interview here on the blog and on our social accounts. For this month’s Employee Spotlight, we’re featuring Chelsea Guida. From Syracuse, New York, Chelsea moved to Boston to work in digital marketing. At WordStream, she works with a…

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This post was co-written by Holly Niemiec and Conor Bond. You need to develop a lot of different skills if you want your online advertising campaigns to achieve their full potential. Even if you’ve created watertight keyword lists and razor-sharp lookalike audiences, something still stands between your prospects and your business: ad copy. A beaut. Value prop, social proof, sitelinks—we’re getting ahead of ourselves. At the end of the day, you need people to click…

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