From the Experts

3 Steps to a Killer Content Marketing Strategy

08/25/15 by James Colvin, Insights Manager

There are plenty of resources about best practices around content marketing for B2C businesses. However, for industries such as healthcare and finance, the buying process is a lot more complex.

Unfortunately, healthcare and finance marketers can’t simply put a “Buy Now” button on their site for a hip replacement or mortgage.

Is content marketing worth the effort? Of course it is! In fact, due to the nature of the buying process in these industries, content marketing is a huge opportunity to educate and nurture your target audience.

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Topics: Marketing, Enlighten Strategy

Get Noticed: The Power of Social Media

08/24/15 by Eric Clarkson, Interactive Designer

Did you know you can increase your search engine ranking with as few as 70 Facebook shares and 50 tweets?

Check out our infographic for statistics about how your social media channels can impact SEO.

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Topics: Marketing, Infographics, Enlighten Strategy

What’s Your Organization’s Story?

08/13/15 by Tiffany Parnell, Copywriter

Its no secret that good storytelling helps readers connect with your message. Before you put pen to paper, however, make sure your organizations story and identity are clear.


The 2015 B2C Content Marketing survey conducted by the Content Marketing Institute and MarketingProfs revealed that 77 percent of business-to-consumer marketers use content marketing.

Yet only 37 percent of marketers feel like their efforts are effective.

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Topics: Marketing, Enlighten Strategy

Best Practices for Your Next Direct Mail Campaign

08/11/15 by Kayla Anderson, Marketing Manager

The data is clear: Direct mail, when executed correctly, has the potential to give you the most ROI for your marketing dollar.


Data Doesn’t Lie: Direct Mail Is Alive and Well

Before you shift budget dollars from direct mail to digital marketing, consider these stats from the 2015 Direct Marketing Association Response Report:

  • Direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list.
  • All digital channels—including email, social media, and paid search—combined to achieve a 0.62% response rate.

Now that you understand the value of direct mail as part of your marketing plan, here are a few tactics proven to maximize performance.

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Topics: Marketing, Enlighten Strategy

Webinar: Digital Marketing that Connects with Banking Consumers

08/06/15 by Kevin Lytle, VP of Business Partnerships

True North's VP of Business Partnerships Kevin Lytle and Digital Products Manager Tyler Hardekopf share insights that:

  • Enable you to define your integrated marketing plan
  • Leverage multiple channels to reach your target audience
  • Apply real-world, integrated marketing campaign examples to your business objectives


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Topics: Marketing, Webinars, Credit Union

Healthcare Insight Summer 2015 Is Here!

07/31/15 by Jason Skinner, Chief Marketing Officer

The new issue of Healthcare Insight offers fresh ideas on marketing to new movers, moving from print to digital, and more to inform your marketing strategies.


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Topics: Healthcare Insight

Publish Content Your Subscribers Want to Read

07/27/15 by Angela Williams, Editorial Director

Our national reader preference data shows that readers respond best to soft-sell content with a lifestyle focus. Is your content hitting the mark?

You want to capture readers’ attention with relevant, engaging, helpful content. Read on for three tips to help ensure you’re putting a reader-friendly package in front of your audience—each and every time.

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Topics: Marketing

Audience Segmentation Made Simple

07/24/15 by Jason Skinner, Chief Marketing Officer

True North Data Scientist Sam Bussmann shares his expert perspective on this powerful tool to target, market, and measure with precision.

In this excerpt from Healthcare Insight Summer 2015, you'll discover how segmentation can be used to build marketing plans and tailor editorial and design to speak to the precise target audience of interest.

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5 Ways to Leverage Evergreen Content

07/21/15 by Kayla Anderson, Marketing Manager

A steady flow of fresh, relevant content is critical to establishing and maintaining an audience—and repurposing “evergreen” content ensures your hard work continues to pay off.

Revisiting and updating content can foster credibility, build preference, and drive higher search results. Here’s how retaining and maintaining content on your website or social media platform could boost your digital presence—and your bottom line.

Blog posts, press releases, and newsletter articles are great ways to connect and motivate action from your audience. Once you hit the “Post” button, content can take on a life of its own and continue to be discovered through online searches for months or even years. Since creating new content takes time and money, schedule some breathing room in your content calendar by revisiting your best-performing content that is still relevant.

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Topics: Marketing

Don’t Leave Your Content Marketing on Autopilot—Experiment!

07/10/15 by James Colvin, Insights Manager

In my last post on data-driven marketing (Why We Love Measurement Plans—And You Should Too!), I discussed the importance of getting all your ducks in a row before launching a marketing campaign by constructing a measurement plan. Now let’s talk about how to improve your campaign once its out among the masses.

Hopefully, you now have a measurement plan in hand and your campaign is live and bringing in leads. The next question to ask is: How can I make this better?” The answer, to paraphrase from the real estate industry, is Experiment, Experiment, Experiment!

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Topics: Marketing

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