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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


My Favorite Content Creation Tools for OEM Marketing

By | April 7, 2015

Content creation is one of many manufacturing marketing trends. But, unlike most trends, content marketing is here to stay. Every industry has difficulty meeting the fast-paced needs of creating a never-ending pool of content. Plus, many companies are doing this with internal marketing teams and employees who are not trained writers.

Unfortunately, manufacturing marketing suffers from these issues about tenfold. The reason why—OEM marketing has a self-confidence issue. The belief that manufacturers cannot create engaging content has held steady in the past 2 annual Manufacturing Marketing Reports conducted by the Content Marketing Institute.… Read the rest


Redesigning Websites (and Writing) for the People

By | April 7, 2015

My colleagues and I have been looking at a lot of different B2B websites recently, mostly in the marketing and advertising industry. Why? Fathom is in the process of redesigning its website, and we’re getting inspiration from all sorts of places.

One thing we’re trying really hard to note is what not to do. In that spirit, the most revealing part of this journey to date has been understanding the full ramifications of user-centered design.… Read the rest


6 Steps to a User-Friendly College Website Navigation

By | April 7, 2015

Your college or university website’s navigation or user interface can make the difference between a largely successful website and a total failure. Keep the user experience painless and efficient for your prospective students, parents, current students, and alumni by considering these 6 simple steps to improve your navigation’s usability.

Simplify the information architecture.

Determine the information architecture before you even start designing your navigation or user interface. Group your links into categories containing related information. If your architecture is complex, use multiple levels of categories to help with the organizational structure.Read the rest


Consumer Brand SEO Pulse: 4.2.15

By | April 2, 2015

Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. Whether it’s sharing 8 tools for Google penalty recovery or helping you better understand your social ROI, we’ve got you covered. Here are our top picks of what you need to know this week:

“What’s The State of Link Building For SEO in 2015 & Beyond?”

Link building has been a hot button issue recently… Is it good?… Read the rest


SEM is “Most Effective” B2B Marketing Strategy | CMI Manufacturing Report (2015)

By | April 2, 2015

Content Marketing Institute recently released its annual Manufacturing Marketing Trends report.  The report, which surveyed hundreds of B2B manufacturing marketers across North America, ranked search engine marketing (also referred to as PPC, SEM and search advertising) as the most effective advertising method for manufacturers.

What’s interesting about this finding is that 85% of B2B marketers reported using traditional print or offline promotion to distribute their content, promote their products, and ultimately drive new sales.  However, only 34% of those same marketers felt such tactics were successful.… Read the rest

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