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Inbound Marketing Blog

The IMPACT Blog

The latest in inbound marketing, sales, design, & conversion rate optimization.

Liz Murphy

Liz has a single goal: To empower organizations to differentiate themselves as industry leaders through game-changing content. Prior to joining IMPACT, Liz worked for over 10 years in various editorial, marketing and client relations roles for brands including Quintain Marketing, LivingSocial and CQ Press. Outside of the office, Liz lives in Annapolis, Maryland, with her husband and two dogs. She loves public radio, but considers herself emotionally allergic to olives. Liz is also a freelance beer writer and an enthusiastic camper.

Blog Feature

Design

Creator's Block Returns: When Creative Projects Go Off the Rails [Podcast]

By: Liz Murphy
September 19th, 2017

Just over a year ago, Jessie-Lee Nichols (a designer) and I (a content creator) launched the Creator's Block podcast with a single goal in mind -- we wanted to blog less. Desperately.  Little did we know that our concerted effort to be lazy and spend less time in front of the keyboard would turn into an always thoughtful, but often hilarious labor of love.

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Blog Feature

Strategy

7 INBOUND 2017 Sessions You Need to Register for Right Now!

By: Liz Murphy
September 6th, 2017

In just a few short weeks, I'll be heading up the east coast on a train bound for Boston, as part of my fourth trip to HubSpot's annual INBOUND conference.  In addition to enjoying a blissful week of not having to walk either of my little dog monsters (with half-hearted apologies to my husband), I will be spending four full days learning and engaging with thousands of other passionate marketers just like me.  However, I've learned over the past few years is there is an art to getting the most out of INBOUND, and that starts with filling up your schedule with the right INBOUND sessions.

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Blog Feature

Strategy

Video Editing Software: 8 Powerful Free & Paid Recommendations To Consider

By: Liz Murphy
August 21st, 2017

There's a reason why Best Film Editing is its own category at the Oscars. It's the under-appreciated "invisible art form" that goes far beyond simply piecing together bits and pieces of dialogue and visuals. Often, it's in the editing room where raw footage is transformed into a visually-compelling, immersive story.  Of course, us marketers are not typically found rubbing elbows with Hollywood's video editing elite (nor do we have access to their budgets). But, with the rise of video marketing -- both in popularity and accessibility -- we are being asked to don our own video editing caps with greater frequency. Like the modern-day editors of Tinseltown, you should always leverage video editing software in post-production to make your story come to life.

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Blog Feature

Strategy

Open Letter: So, You Think Creating Content Is Too Much Work

By: Liz Murphy
August 9th, 2017

As someone who wheels and deals in creating content professionally, I often find myself trapped between a rock and a hard place. On one hand, my job is immensely rewarding. I spend my days coaching clients and consultants on how to share ideas in ways that click with the right prospects, and crafting compelling content (blogs, webinars, case studies, whitepapers, etc.) for brands.  On the other hand, I feel like a parent who has to remind her children that, yes, you need to brush your teeth. No, once a week doesn’t count. No, I don’t care that you brushed your teeth for a whole 30 seconds this morning --  you still need to do it again. Right now.

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Blog Feature

Strategy

Creator's Block #39 [Podcast]: How to Thrive When Change Happens

By: Liz Murphy
August 7th, 2017

For long-time listeners of the Creator's Block podcast, you know it's been awhile since I've stepped into the recording studio to "pull back the curtain on inbound, content, design, and agency life" for all the digital marketers, creatives, and content creators out there. 

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Blog Feature

Strategy

What Is a Content Style Guide? (+ Free Content Style Guide Template)

By: Liz Murphy
July 21st, 2017

Before I explain what a content style guide is, and how to create one, I need to vent a little bit. When most people look at the internet, they see opportunity. I, on the other hand, often feel like I’m looking out over an unending hellscape of wasted potential. Like a mother, I’m not angry; I’m just disappointed. As if the internet were my second, lesser child who means well… but also still lives in my basement and spends most of their time online, trolling people on message boards about who shot first  --  Han Solo or Greedo. Okay, first of all, it was Han.

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Blog Feature

Strategy

[Free Case Study Template] How to Create a Case Study

By: Liz Murphy
July 10th, 2017

There is a difference between learning how to create a case study and learning how to create a case study that is memorable. That persuades. That sings from the rooftops, “Just look at these results — you know you want to work with us!” Unfortunately, many of the case studies I’ve read are boring, self-aggrandizing, and uninspiring. That’s because most organizations know they need case studies, but fall terribly short in execution. 

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Blog Feature

Design

Why Your Business Needs a Brand Style Guide

By: Liz Murphy
August 21st, 2015

It can always be a little disconcerting when you walk into your favorite retail store, start searching for that one product you love (you know exactly where to find all of your favorite brands, of course), but you can't seem to find it. But it's there. It's right in front of you, In fact, it never moved. But you didn't notice it at first, because the company changed the look of the packaging. Again!

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