By Marcia Riefer Johnston published April 12, 2018

Falling Behind Your Competitors? Build a Content Brand

Though clients trusted the company, its marketing was immature. It lagged in thought leadership and digital marketing – far behind its competitors. Then, the financial services company created a content brand. Continue reading

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 Marcia Riefer Johnston published April 5, 2018

How to Create Unified Content That Works in Diverse Global Markets [Examples]

As a marketer in a global company, your content must be unified everywhere in the world. But rigid consistency across cultures can backfire or undercut your business goals. You need a two-direction approach – top-down and bottom-up. 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 29, 2018

Chatbots, AI, and Context: Top Takeaways From Intelligent Content Conference

What do we do as technology outpaces our ability to comprehend what we can do with it? Listen to the counsel of Intelligent Content Conference presenters and these three takeaways around chatbots, artificial intelligence, and context. Continue reading

By Clare McDermott published March 22, 2018

A Step-by-Step Guide to Audience Development

In 2017, Intel’s iQ digital magazine team borrowed a page from the traditional media playbook – focusing on sustaining loyal readers rather than getting more eyeballs. Luke Kintigh, Intel IQ’s head of publishing, shares how they did it. Continue reading

By Jodi Harris published March 20, 2018

Road Map to Success: Creating the Content of Your Audience’s Dreams

Ready to discover how to produce well-conceived, well-written stories? Read this handy tutorial on the essentials, plus helpful guidance for taking content creation efforts to the next level. Continue reading

By Andrea Fryrear published March 9, 2018

Do Agile Marketers Wear the Quality Content Crown?

Quality is queen, but how do you get that crown? In an interesting twist, Agile marketing teams may have the answer. They prioritize quality more than traditional or ad-hoc process counterparts, according to a recent AgileSherpas survey. Continue reading

By Fergal McGovern published March 8, 2018

How to Make Your Content More Readable

If reading your content takes too much effort, interaction falls off and you have churn. You know this anecdotally. Yet you likely don’t measure it scientifically. It’s time to change that and improve the user experience. Continue reading

By Jodi Harris published March 6, 2018

Road Map to Success: Turn Your Strategy Into a Stellar Editorial Content Plan

Every brand can benefit from an editorial plan that sets the standards for success and outlines how to make it happen. Ready to build – or refine – your organization’s tactical framework? Use this handy tutorial. Continue reading