By Andrea Fryrear published April 11, 2017

New Way to Build Personas Over Time

The era of agile is here, and personas need to change with the times. This in-depth Q&A shows you how to produce a minimum viable persona, and then build it up as you learn about your audience. Continue reading

By Daniel Hochuli published April 9, 2017

2 Funnels Are Necessary for Content Marketing

Following a purchase funnel to shape your content marketing goals sets you up for limited success. Not all content subscribers will become customers. That’s why you need to create and add a content marketing funnel to your program. Continue reading

By Pawan Deshpande published February 10, 2017

Understand How Content is Influencing Buyers: A Primer on Attribution Models

Marketing attribution models enable content marketers to more accurately understand how their content is influencing buyers, and to get full credit for their work. Learn the kinds of models and which one is best for your company. Continue reading

By Jonathan Crossfield published December 14, 2016

Social Media: Is Your Content All Rhetoric?

It isn’t the size of your audience that counts but how they respond to your message. Look past the data, keywords, and hashtags to consider the rhetoric that underpins everything. I bet Aristotle would have had a blast on Twitter. Continue reading

By Sujan Patel published December 13, 2016

12 Ways You Screw Up Your Content Marketing

Screwing up your content marketing is easier than you might think. Here are 12 ways you could be sabotaging yourself and your content marketing. But don’t despair, we share the 12 fixes too. Continue reading

By Marcia Riefer Johnston published November 23, 2016

Why – and How – to Map Out Your Customers’ Journeys [Template]

Do you only have a fuzzy notion of what a customer-journey content map might look like? Create a clear picture of your customers to make their journey with your content marketing more successful for both of you. Continue reading

By Jacob Warwick published September 26, 2016

3 Tips to More Accurately Measure Your Content Effort

Actually measuring content marketing success can be challenging in practice. Customer journey mapping, attribution modeling, and segmentation can help you improve and more accurately measure your content marketing efforts. Continue reading

By Tom Whatley published September 21, 2016

3 Customer Research Tactics to Help Content Creation

Companies focused on their customers are 60% more profitable than ones that aren’t customer-centric. Imagine what could happen to your marketing if your content was customer-focused. These three steps can help you do that. Continue reading

By Joe Pulizzi published August 27, 2016

This Week in Content Marketing: The Future Owners of Newspapers? Brand Marketers 

The guys discuss John Oliver’s take on the broken business model of newspapers, and explain why marketers should view social media shutdowns as an expectation, not an exception – plus rants, raves, and our example of the week. Continue reading

By Adele Revella published August 4, 2016

The 3 Biggest Mistakes Marketers Make With Buyer Personas

For far too many companies, buyer personas have become an attractive, air-filled object of desire that have little effect on the quality of marketing efforts. Fix these three most common mistakes. Continue reading