By Joe Pulizzi published August 27, 2016

This Week in Content Marketing: The Future Owners of Newspapers? Brand Marketers 

The guys discuss John Oliver’s take on the broken business model of newspapers, and explain why marketers should view social media shutdowns as an expectation, not an exception – plus rants, raves, and our example of the week. Continue reading

By Adele Revella published August 4, 2016

The 3 Biggest Mistakes Marketers Make With Buyer Personas (2016 edition)

For far too many companies, buyer personas have become an attractive, air-filled object of desire that have little effect on the quality of marketing efforts. Fix these three most common mistakes. Continue reading

By Jodi Harris published June 21, 2016

The Content Marketing Book of Answers: Strategy & Planning

Are there parts of the content marketing strategy and planning process that leave you scratching your head? Fear not – we have you covered. This book of answers will help you track down the information you need for optimal success.   Continue reading

By Neil Patel published June 20, 2016

How User Segmentation Really Works in Content Marketing

Too many marketers throw everything and the kitchen sink at the wall in the hopes that something will stick. That wastes time and resources. What’s the real power behind a content marketing strategy? Laser-focused user segmentation. Continue reading

By George Stenitzer published June 19, 2016

How to Get Through to Lazy Buyer Brains

In terms of brain science, we know why content marketing is hard to do. We’re up against naturally lazy, stubborn brains. Thanks to new insights we can better understand those brains, and take steps to improve our marketing success. Continue reading

By Jill Talvensaari published May 26, 2016

Data as Personalization: How to Turn Kryptonite Into Treasure

Don’t talk about data. Talk about it as “personalization” – information to deliver the most relevant content to your audience. Learn how first-, second- and third-party personalization information can improve your content marketing. Continue reading

By Rohan Ayyar published May 22, 2016

Can’t Get Through to Your Audience? 3 Strategies to Get a Reaction

As you build personas, success depends on how well you define and cater to your audience’s divergent reactions. Here are three systems to help inform how people respond to happy or adverse situations based on their emotions and traits. Continue reading

By Marcia Riefer Johnston published May 19, 2016

How to Build Buyer Personas That Build Sales

Instead of creating personas from our imaginations, what if we researched everything we could about the flesh-and-blood people we want to sell to? We could then use personas to reveal those people to the teams communicating with them. Continue reading

By Marcia Riefer Johnston published May 12, 2016

Buyer Personas You Want to Use: The 9 Essential Parts

Develop robust buyer personas from these nine essential parts. You’ll end up with personas that you and your team want to use – personas that help you make good decisions about the content you create and manage for prospective buyers. Continue reading

By George Stenitzer published May 9, 2016

Sharpen Your Content Marketing: 4 Ways to Model the Buyer’s Journey

The arc of your buyer’s journey is like the arc of a story. Each buyer, each story is unique. But that doesn’t mean you shouldn’t use buyer journey models to optimize your content marketing. Here are four to consider. Continue reading