By Ann Gynn published April 10, 2018

Are Buyer Personas Just Nicer Words for Stereotypes?

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. Continue reading

By Robert Rose published April 3, 2018

An Alternative Approach to Developing Content Marketing Personas

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. Continue reading

By Marcia Riefer Johnston published March 13, 2018

How the Best Newsletters Get – and Keep – Readers’ Attention

How do you create a newsletter so compelling people not only subscribe to it but also look forward to receiving and reading it? Scott Monty has a few thoughts on this challenge based on his expertise and his own perusing. Continue reading

By Marcia Riefer Johnston published February 22, 2018

How to Grow Your Audience From Zero to Millions in Less Than 5 Years

If your brand is struggling to build an audience (or just wants to boost your efforts), take note of the Quartz team experience in this case study. It starts with thinking of your content marketing team as a media company within the brand. Continue reading

By Marcia Riefer Johnston published January 18, 2018

How to Stop Acting Like a Marketer and Start Acting Like a Publisher

How do traditional marketers make the switch from a marketer’s mindset to a publisher’s one? Intel iQ’s head of publishing and managing editor explain how their team did it over a five-year evolution. Continue reading

By Jeff Herrmann published December 14, 2017

How to Better Understand the Size and Composition of Your B2B Audience

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. Continue reading

By Joe Pulizzi published December 12, 2017

Are You Ready for Content Marketing in 2018? 60+ Predictions

What changes are content marketers likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute’s 10th annual e-book of content marketing predictions. Continue reading

By Marcia Riefer Johnston published November 30, 2017

How to Adopt a Customer-Centric Strategy for Your Content

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. Continue reading

By Cathy McPhillips published November 26, 2017

5 Steps to Improving Subscriber Data for More Personalized Emails

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. Continue reading

By Marcia Riefer Johnston published November 8, 2017

What to Do After You Press Record: A Formula for Videos People Love

People are flocking to Amy Schmittauer’s YouTube series, Savvy Sexy Social. Why? Her popularity comes, at least in part, from her discovery of a formula for making videos that people love. Here’s her nine-part formula. Continue reading