To be a great marketer, you must know the people you’re trying to sell it to. Clear, robust marketing personas are an effective and time-tested approach to reach that goal.

CMO Sarah Cunningham likes to drink Earl Grey in the morning. And thus, a useless buyer persona filled with frivolous detail begins. If you want useful buyer personas, make sure they include this one essential component.

Want to know how to predict your followers’ behavior? Wonder how modeling techniques can describe your social media audience’s activity? Learn the three basic models and a powerful tool for each to execute your analysis.

Don’t be tempted to celebrate wins in your conventional sales and marketing funnels. Those “conversions” should only be the start. What you do next matters more – and that next step should be to build super users.

Are personas the same as stereotypes? Whether it’s soccer moms, NASCAR dads, or lazy millennials, marketers draw conclusions. Now, 10 marketers share how they view personas and stereotypes in their audience development.

Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas.

Do you know if you’re wasting great content on the wrong people? If you want a more valuable audience, use proven audience measurement methods to better understand the size, composition, and preferences of your audience.

If products hog the spotlight in your content, opportunities are missed to build customer relationships and revenue. Learn how one company’s customer-centric content framework led to better results for the business and its customers.

If you want a more valuable audience, you must know more about your subscribers than just their email address. Learn how CMI gained robust data for almost 50% of its subscribers, and how it used that information for the better.

Are you tired of hearing the mantra, “Audience first.” We are too. But too many marketers aren’t putting the audience first (even though they say they do). Test your own audience-first mentality by answering these four questions.

Too often brands don’t spend enough time thinking what their audience wants. Follow the 12 steps of the hero’s journey, reframed as an audience journey, to better align your content with the real needs and wants of your audience.

Wouldn't it be great if you could turn your brand into a content powerhouse of the future – today? You can. Start with adapting to and adopting these five trends now before the audience leaves your brand behind.