News, Awards, Trends, and Creative Insight
From the Minds of GLC

01May

Digital Content: To Gate or Not to Gate?

To gate or not to gate, that is the question. The sales team screams yes, while the content marketing team begs no. It’s a common battle in all types of organizations: the decision to require specific information from users, usually via a form, in exchange for access to a piece of content. The truth is,

23Oct

Content Marketing Trends 2018

Eighty-nine percent of B2B marketers use content marketing — defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” And 65% report more success with their overall content marketing compared with one year ago. But

02Dec

Using Improv to Improve Communication

The December 2016/January 2017 issue of Fast Company magazine features an article about how improv techniques can help you communicate better. It showcases how cast members from Chicago’s Second City work with employers to engage employees in improv exercises geared toward strengthening their communication skills. GLC managing editor Kathleen Hagan experienced something similar when she

02Jun

Content Marketing for Professional Services Firms

Content marketing is about more than just creating and distributing content—it requires a robust strategy in order to deliver relevant, valuable content and attract and engage a defined audience. Unfortunately, many professional services don’t seem to have a strategy, and are therefore just adding to the noise. From our experience, here are five specific areas

11Dec

Content Marketing: Changing Gears in 2016

What’s next in content marketing? GLC’s president John Cimba, who also sits on the board of The Content Council, shares his thoughts — along with other content marketing leaders — on where you should focus in 2016. Hint: We think it’s all about strategy.  

10Dec

Content Marketing Vs. Advertising

According to research conducted by the CMO Club and IBM, today’s chief marketing officers are rethinking how to best allocate spending within their marketing budgets. Among its takeaways, the research suggests: 1.) that a once-predominate focus on customer acquisition is shifting toward customer retention and advocacy, and 2.) that siloed investments by channel, and those

11Mar

Why Responsive Design is the Only Way to Go

Posted by GLCIdeas, TrendsNo Comments

Web development is a trendy place. While the fundamentals and the structures we use to build sites stay the same (HTML, CSS, Javascript), how we use them is constantly evolving. But unlike fads that come and go, the latest change — toward responsive website design (RWD) — is here to stay. And that is a

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