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attention-versus-trust-content-marketing

Attention vs.Trust: Which Should Content Marketers Prioritize?

Don’t mistake the time a consumer spends with content as an indicator of trust. Surprisingly, as trust goes up, attention goes down. So, which should you focus on?
shift-your-storytelling

Shift Your Storytelling Strategy To Co-Create (and We Don’t Mean More Case Studies)

Great brand stories can attract and retain attention long enough to develop trust with your audience no matter where they are in their journey. But to get great stories, marketers must shift their storytelling thinking.
ai-innovation-not-invention

‘Playing Around’ With Generative AI Won’t Lead To Innovation

Company leaders and some marketers think generative AI gives them miraculous new capabilities. They believe it requires a new strategy or a dedicated leader. And they would be wrong. Generative AI is an innovation, not an invention.
internal-teams-innovative-ideas

How To Help Your Internal Teams Fall in Love (or in Line) With Innovative Ideas

You need new energy and more creative approaches. You need the team to get out of its content and marketing rut. But if the org chart doesn’t change, you’ll just keep shipping the same old content.
surprising-storytelling-gold

Don’t Hide — Mine Your Brand’s Flaws for Storytelling Gold

Your brand strives for perfection, whether it’s the company’s public image, a seamless campaign message, or flawless email distribution. But your brand has flaws, and that’s a lesson every brand storyteller must learn.
think-product-not-projects

Owned Media Demands This New Content Role for Long-Term Success

To grow a flourishing content garden of owned media properties, your company needs a person or team up to the task. And that’s an editorial product manager.
fix-your-talent-crunch

Build This New Framework for Agile Content Ops in Talent-Starved Times

Budget pressures, unaligned teams, and a stew of content, tech, data, and AI integration challenges have marketers looking for help. Consider a talent cloud approach, which uses external assistance to build internal skills.
stop-blame-game

For Better Content Leadership, Don’t Blame – Try Cultivating Instead

Don’t sabotage your year by blaming yourself or your team for something that isn’t working well or punishing everybody with an “improvement” plan. Instead, take this less-traveled path to success.
word-for-new-year

Beyond Resolutions: What’s Your Word for 2024?

Selecting a word for 2024 can work better than making resolutions. The word becomes a theme or intention rather than a set of rules you will likely break. Here’s an option for marketers in 2024.
beat-uncertainly-success

How To Ditch the Rocks in Your Content Stocking

Are you headed into this holiday season feeling unfinished or uncertain? Here’s how to ditch those gnawing feelings and head into 2024 stronger than ever in your professional life and brand’s marketing.
This Rose-Colored Glasses column explains the marketing mandate for 2024: Audience relationships

The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience

If you want to develop and keep your customer and audience relationships in 2024, you will need to strengthen those bonds. Here’s why that’s marketing’s new mandate – and how to make it happen.
start-stop-ai-strategy

Before You Start an AI Strategy, Make the Case To Stop

Generative AI’s integration in your marketing usually doesn’t save your team time. It just adds new items to the workload. So, if you truly want to succeed, you must identify what you’ll stop doing to start the other thing.