Stories By Clare McDermott
Original research can be a great content marketing asset to build authority. But if you don’t follow this advice, you could be risking your credibility. Here’s how to create high-quality research.
It’s tempting to think technology can solve all content marketing woes. But the best tech in the world won’t make you more successful – unless you get these systems, processes, and resources in place first. Here’s how.
Visualizing data is a great way for brands to get attention and earn credibility. They can transform your original surveys, user data, or third-party stats into something your audience wants to read.
Original research is one of those areas where so much can go wrong. The survey experience is one of those potential pitfalls. It may seem like a nice-to-have, but a good survey experience boosts completion and accuracy of results.
When the Sierra Club of Colorado needed to raise awareness and raise money to support its efforts, the grassroots organization used voice-of-customer research to get inside the heads of its members. (And it worked beyond expectations.)
Through hundreds of interviews, Clare McDermott has learned how to diffuse tension, set a good conversational tempo, and design probing questions. Here’s her best advice for content marketers.
Her workload felt out of control. The goal? Find worthwhile shortcuts and workarounds, and make life simpler. Here are the 16 tools she tested on her successful journey.
Don’t stick your head in the sand about robo-writing. Marketers are using AI-powered tools to produce practical, well-constructed, high-performing content. Let’s explore the full range of applications and some important caveats.
Four of five marketers aren’t comfortable making sense of data, a recent survey says. Yet, they have access to powerful self-service marketing analytics tools. How can you get more proficient with data? Start with this article.
You don’t need to execute a traditional survey-based study to freshen up your content marketing. Think outside the check box and let your data-freak flag fly. Consider one of these five options from studious to quirky.
What are the most interesting, unusual, and worthwhile applications of AI in marketing? Discover how machine learning and predictive analytics are reshaping the marketing landscape and what new tools marketers are piloting.
Are we kind of, nearly, almost there when it comes to virtual reality? A producer and consultant on virtual reality makes the case for brands trying the medium even if it’s not fully ready for prime time and shares a few examples for reinforcement.