Stories By Content Marketing Institute Team
How AI Grades for Influencers Help With Brand Safety
One-fourth of U.S. companies say influencer spending will take 40% of their total marketing budget. How can brands invest in social media personalities who aren't likely to enter into risky political talk? New AI tools can help.
So, Google’s a Monopoly — Will Anything Change?
Mainstream media coverage of the Google monopoly ruling might make you think the monster is dead. But is it really? Should marketers even care?
Small Player Wins Big in Brand Games
A small sports apparel brand made a fresh marketing play that gained global attention and a spot at the Olympics alongside the biggest brands in the world. Take note (and inspiration) to help your marketing game.
Google Drops Out of the Anti-Cookie Campaign. What’s Next?
Google made a major announcement this week. After four years of talk (and a few moves) to end third-party cookies, it’s reversed course. What does it mean for marketers? Will tracking really remain a thing in the future? Let’s talk.
The Best New Marketing Metric Since SEO Came Along
Learn about the latest marketing metric to make headlines — share of model. It’s got nothing to do with runways or stocks. It’s got everything to do with generative AI’s large language models and your brand.
Surprising Search Behavior Teaches This Important Lesson
How’s 2024 going for organic search? From new algorithms to false starts and AI-generated overviews, it’s a jumbled mess. But SparkToro’s new Zero-Click Search Study may help you understand a good path for the rest of the year.
What Should Agencies Do in a Flat-Growth Year?
Ad Age released the Agency Report for 2024, and it’s not good news for big firms. Frankly, it’s not that great for small, independent firms either. Find out the possible reasons and what successful agencies should do now.
Did Cannes Lions Awards Just Say Content Beats Advertising?
Content stole the spotlight at the Cannes Lions this week. Several award-winning campaigns focused on emotional storytelling rather than traditional advertising. Is this shakeup a genuine shift of content’s role?
Is It OK for Platforms to Train Their AI With Your Content?
This past week, people grew outraged over Adobe’s update to service terms for its Creative Cloud, and Meta let UK and European users know their information can be used to develop its AI products. What should marketers make of all this?
Why Brands May Be Saying Less But Not Doing Less for Pride Month
What’s going on with content and marketing celebrating Pride Month? Some brands have cut back in publicizing their support of the LGBTQ+ communities; others have cut back on their celebration of Pride. What’s a marketer to think and do?
Google Papers: Leaked Documents Reveal Search Algorithm Secrets
Has Google been lying for years about how to optimize for search? The explosive release of internal documents contains interesting revelations. But what should marketers do about it?
Coca-Cola Focuses Lens on Innovative, Lower-Budget B2B Content Play
Coca-Cola didn’t design its new content platform for beverage consumers. It launched Coca-Cola Lens for the restaurants and retailers who sell the products. Find out why this new initiative deserves attention from all B2B marketers.