AARP The Magazine is remarkably spry for a 62-year-old content marketing vehicle. Deputy editor and B2C Content Marketer of the Year winner Neil Wertheimer shares how his team stays agile and focused while serving an audience that’s constantly evolving.

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With in-person audience connections on hold due to COVID-19, video is taking center stage.

But which filming formats, conversational features, and delivery options work best for your audience and your goals?

Before you grab that webcam, open a video chat app, or upload that stream-of-consciousness conversation to your social platform of choice, use this decision-making guide. It’ll help make sure the video assets you create suit your marketing purpose and deliver a worthwhile viewer experience.

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No matter how well-stocked your content pipeline may be, it never hurts to have a backup plan to ensure that you never run out of essential fuel for your audience relationships.

Content curation is a handy technique for accomplishing this – one that all content marketers should have in their skill sets, whether you have a full team of expert content creators or need to find ways to do more with a skeleton crew.

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Every brand aspires to deliver a valuable, engaging, and frictionless content experience across all its touchpoints, yet so few seem to nail it in their execution. Are there steps marketers can take to resolve the disconnect for all their audiences or are there simply too many variables involved to attempt to pursue perfection?

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COVID-19 turned handshakes into health hazards. But that doesn’t mean you need to keep your audience relationships at a distance. Take a look at how businesses are using webinars, virtual conferences, and other digital experiences to foster community in a touch-free world.

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It seems like every company under the sun is creating email content about measures they’ve taken to protect the safety and well-being of their customers, employees, and communities.

As we all sift through dozens of COVID-19 emails flooding our inboxes, it’s easy to ask, “Why are so many doing this?”

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Editor’s note: We’ve updated this post with some fresh examples because compelling visuals remain a critical, yet often underused resource.

Visuals are essential to creating content that will help your business stand out and draw in an audience. Not only does imagery help make text-centric content more readable, digestible, and memorable, but it can be used to craft compelling messages that speak volumes without using a single word – just ask anyone who has posted a photo on Instagram, tweeted a meme to express their feelings, or created an Instagram video to share a memorable moment with friends.

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Engagement. Our brands crave it, our audiences seem eager to participate in it, and our campaigns are designed to drive it.

On the surface, engagement often seems like an ideal goal for content marketers; but when you take a deeper look at how difficult it is to determine its value, you may want to rethink the role it plays in your strategy.

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