Getting started with marketing personas.

Here’s the deal. Marketing personas are important for certain aspects of marketing. But what if you prefer to use target markets? A lot of people think that the use of buyer personas and target markets are mutually exclusive—that you can…read the full article

The benefits of video marketing (and the pitfalls).

As the use of social media rises and our attention spans shrink, video content has become more important than ever. And while written content will always be a key component of your overall marketing strategy, ask yourself: “What can video…read the full article

How to determine the best blog content for your B2B marketing strategy.

Content is an important tool in generating and converting B2B leads online. As a marketer, you’re probably passionate about your business and the industry you serve, so choosing topics and creating content for your B2B blog is fairly easy. While…read the full article

Financial service content marketing
Financial service content marketing: 5 success tips.

Read up on easy-to-execute tips for how to run a successful financial services content marketing program in your firm.

Take your infographics to the next level.

Data visualization is more than a trend. It’s a helpful way to communicate important information and statistics in a visual and easy-to-digest format. Here at Ervin & Smith, we’re very familiar with the most common form of data visualization, the…read the full article

B2B lead generation: Why it’s hard and what the future holds.

As marketers, we simply can’t put enough focus on lead generation. While there are always other objectives to measure—traffic, engagement, clicks—the one that is closest to the bottom line is leads.

Iterative writing: Taking an agile approach to content generation

How to stop letting good ideas wither on the vine because you’re so concerned with perfection.

Native video
The basics: native video.

If you’ve read anything about digital marketing in the past year, you’ve surely heard about video and native advertising. But what exactly is native video?

When your iPhone is not enough: Quality considerations for video content.

Perhaps more than any other marketing discipline, video has the most moving parts (dad joke very much intended). So when do you need great, when do you need good and when do you fall back on good enough?

Behind the video: Choosing a format that connects with your meaning.

The idea of connection is important if you’re going to use video to interact with your audience—whether it’s an explainer video or an introduction to your brand.