Stories By Dawn Papandrea
How One Content Leader Launched a 150-Year Old Brand Into the Modern Era
R. Ethan Braden revamped Purdue University's old-fashioned comms team to enchant audiences with captivating content – and doubled the school's commitment to marketing. Here's a look at his content approach – and why he's the 2023 B2C Content Marketer of the Year.
How The Humane Society Makes Emotional Connections Through Print and Digital Content
Combining cute puppy images and hard-hitting advocacy requires deft hands. It’s a challenge the Humane Society content team manages year after year. Here’s how Emily Hamlin Smith, Content Marketer of the Year finalist, makes it happen.
Government Agencies Get Real, Funny, and Human on Social Media [Examples]
Bureaucratic content usually causes people to keep scrolling. But these local, state, and federal agencies have found an antidote, creatively connecting with their constituents by humanizing their content.
Education as a Marketing Strategy: 8 Brands Doing Online Classes and More
Marketers often create and distribute educational content through a blog, white paper or how-to video. However, some brands develop full-fledged online and in-person classes and curricula. Look at what eight diverse brands are doing.
How Financial Services Companies Build Relationships Through Content
As customer relationships evolve from in-person transactions to omnichannel engagement, consumer-facing banks and insurance companies have realized it’s time to step up their game. Here are some innovative examples.
Make Media Research a Content Priority
Are you under-investing in research — the type of research that will help uncover how you will distribute and promote your content to influencers and media before you create it? Then you’ll want to read this.
Brand Museums: How Companies Tell Their Stories
Companies like New Balance and AT&T are investing in museum-type installations to describe their history. Learn what drives these immersive experiences and what to consider if you’re embarking on a museum project.
How to Create a Marketing Team That Cares About Revenue
Toby Lee and his team helped create an action-oriented marketing culture that works hand in hand with the sales team in the tax & accounting division at Thomson Reuters. That’s why Toby is a Content Marketer of the Year finalist.
Niche Marketing Strategy: Connecting With a Hard-To-Reach Audience
You must make meaningful connections with your target audience on a limited budget. Sound familiar? Learn how a homeopathic medicine company is doing that by reaching its target audience with niche content – its Pickleball Channel.
How to Create a Culture Where Content Marketing Thrives
Autodesk’s Dusty DiMercurio started his bold vision with a pilot project. Today, the Content Marketer of the Year finalist has created a multi-award-winning publication and influences the company to think differently about content.
How One Brand Created a Movement by Investing in Purpose
New personas not only led to better content at HCSS, they led sales to bundle its products and the CEO to create a movement celebrating the construction industry. That’s why this dynamic duo is a Content Marketer of the Year finalist.
Hire for 4 Uncommon Content Marketing Roles
We connected with thought leaders to talk about their content marketing hiring wish lists. Here are four of the uncommon positions they have or would like to have on their teams. Visual storytellers? Growth hackers?