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 Natalya Minkovsky published April 7, 2016

Getting Started With Structured Content

Managing your content development and reuse on a case-by-case basis makes sense when you publish a few hundred assets a year. Scale it to thousands and the process gets seriously gummed up. Let structured content come to your rescue. Continue reading

By Clare McDermott published April 3, 2016

How One Brand Uses Insanely Useful Content to Help Customers Make Better Decisions

Farmers must analyze reams of data to keep operations profitable. PotashCorp saw an opportunity to provide utility-based content – four web-based calculators – to not only inform farmers, but also influence critical decision-making. Continue reading

By Natalya Minkovsky published March 24, 2016

Brand Guidelines to the Rescue for Clear, Consistent Stories [Example]

Branding is much more than a swoosh, swirl, or other visual fingerprint. Discover how Cleveland Clinic elevated its branding to new heights with a robust guide to support the complex requirements of a content-powered brand. Continue reading

By Sam Slaughter published March 18, 2016

Content is Bigger Than Marketing

Now that marketing organizations are mastering the discipline of content marketing, it’s time to introduce content’s value to other parts of the organization … and simultaneously grow our influence. Continue reading

By Kathryn Aragon published March 14, 2016

9 Website Optimization Mistakes Even Smart Agencies Make

Beware. You could be paying good money for website optimization services from an agency that just learned last month how to run a test. The truth is that conversion rate optimization (CRO) is hard. Here are nine mistakes to avoid. Continue reading

By Jonathan Crossfield published March 13, 2016

Is Your Social Media Content as Popular as You Think?

Metrics such as shares and retweets are the easiest obvious to gather, but they may be the most deceptive when evaluating if your content is making a difference. Never confuse social media distribution with content effectiveness.  Continue reading

By Victor Gamez published February 19, 2016

Visual Realism: The Way to Build Trust With Your Audience

In the era of user-generated content, more brands see value in ditching their polished visuals in favor of a “glitch aesthetic” to create a better sense of realism and, ultimately, to build trust with their audiences. Continue reading

By Jay Acunzo published January 24, 2016

The Content Talent Crunch: Time to Change How We Train, Hire, Nurture

We’re experiencing a massive talent crunch for great content marketers – and it’s not just in the start-up space. It’s everywhere. And it’s time we did something about it. Get started today.

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By Joe Pulizzi published January 20, 2016

Content Marketing – It’s Going to Get Weird

In our 2016 research, the effectiveness rate for B2B organizations actually went down from the previous year. This is not good. And the worst may be yet to come. Content marketing is about to get weird. We start with the hype cycle.
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