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

By Marcia Riefer Johnston published May 5, 2016

From 2 Hours to 2 Minutes: How This CMI Duo Blew Away a Tedious, Unscalable Content Task

If you’re looking for smarter ways to use content technology, let this story inspire you. The CMI team worked together to automate a tedious, unscalable website task, saving production time and improving the audience experience. Continue reading

By Jill Talvensaari published April 28, 2016

The DAM Truth: All You Need to Know About Digital Asset Management

Storage-and-sharing devices like Google Drive are insufficient if you have volumes of content and multiple teams. Digital asset management systems enable efficient content delivery to different audiences across different channels. 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 Melanie Seibert published March 31, 2016

A Take on 3 Confusing Terms: Content Marketing, Content Strategy, Content Marketing Strategy

Do you know the differences among “content marketing,” “content strategy,” and “content marketing strategy”? Stop using the terms interchangeably. Let’s explain the differences and similarities, and share why you need to care. Continue reading