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

By Kirk Cheyfitz published May 6, 2016

The Audience Takes Charge

Ad blockers exist because too many brands want to deliver too many messages that don’t matter to a single person. As everyone with any sense is saying, the time is past due to put the audience first. That may sound easy; it isn’t. Continue reading

By Sara Wachter-Boettcher published April 21, 2016

How Kindness Makes Your Content More Successful

When we write for people whose identities and situations aren’t average, we create experiences that work better for everyone. Kindness is a good strategy for your content – for your users and for your business. Let’s look at why. Continue reading

By Melissa Eggleston published April 14, 2016

Go Beyond Analytics to Give Customers the Content They Crave

Numerous metrics tell what is happening on your site, but they don’t tell you why it’s happening. Numbers leave out context. Focus on the people behind the numbers to get the full story. Learn how to use qualitative research. Continue reading

By Neil Patel published January 4, 2016

The Ultimate Science-Backed Method for Creating Content That Readers Love

Want to make readers love your content? There’s a formula for it – an exact mathematical equation that defines lovable content. To be more precise, the formula is for readable content. But that’s almost the same as content that’s loved.
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By Karen Ronning-Hall published December 22, 2015

Study Reveals 8 Tips on How to Influence Behavior With Personalized Content

Personalized content has the power to change addictive behaviors. Learn how to apply these eight tips gleaned from a study on smoking cessation to tap into the potential impact that personalized content can have on your audiences.
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By Aaron Orendorff published December 20, 2015

A Surprising Way to Reach Millennials: Lessons From the Ninja Turtles

Too many Millennials aren’t buying your content. They find it unoriginal, boring, and even deceptive. Discover how four famous turtles can transform your Millennial personas and help you understand the most relevant content to create. Continue reading