Joe Pulizzi shares an excerpt from his and Robert Rose’s upcoming book – Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. The duo reveals how most businesses approach marketing the wrong way.

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.

Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.

Resisting the inclusion of your brand in your content is a necessary challenge – one that Zendesk accepted when it launched Relate. Its senior director of content marketing and 2017 Content Marketer of the Year finalist explains how.

Want to know how content affects the purchasing process? Gain insight from the latest research from SmartBrief and CMI exploring what type of content is most influential, how decision-makers perceive content from vendors, and more.

If you have the time for extensive buyer personas, that’s great. But what if there’s a quicker way? You won’t get the same meticulous data, but you will have a solid foundation – and the time – to create relevant content.

Fred Graver, a four-time Emmy-winning television producer and former head of Twitter TV, uses social data to fuel his new creative series. Learn why he thinks Twitter is a go-to resource and how you can use it to inform your marketing.

What if you delivered content like Netflix? Enticing prospective customers with content they can binge on? If you did, you’d never waste another click to a dead-end content asset. You’ll keep people hooked after they click. Here’s how.

Bad e-newsletters are a dime a dozen. Bad copy, design, or marketing messages won’t entice your subscribers to read – or be swayed to act and the ROI will be minimal. Here are nine ways to create newsletters that do get read.

If you’re not actively measuring your KPI, you’re missing opportunities to improve your business’s bottom line. Carefully selected KPIs also can be a useful reporting metric for marketers wanting to strengthen support for their work.

Research reveals 70% of people will trust a recommendation from a stranger before buying. How are you using that invaluable social proof in your content marketing? Check out these 9 strategies and tips on how to execute testimonials.

Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not?