When the Sierra Club of Colorado needed to raise awareness and raise money to support its efforts, the grassroots organization used voice-of-customer research to get inside the heads of its members. (And it worked beyond expectations.)

If you are among the marketers who lack clarity on what successful content marketing looks like, take a peek at the Content Marketing Awards’ Project of the Year finalists and get helpful takeaways for your own programs.

Every corner of B2B is drowning in identikit, low-value content. Why? Complicated subject matter, stuffy audiences, and restrictive brand compliance? No, they don’t even make the list.

Are your blog posts not converting? Are your e-newsletters going unopened? Are you being ignored on social media? You may not be doing the one thing that is a good predictor of content marketing success.

The list of possible content marketing initiatives is complex. Get Part I of our new guide, Building the Perfect Content Marketing Playlist, to learn peers’ priorities and tips to determine which initiatives are worth your resources.

Content marketers may not have cause to shout, "lights, camera, action." But like Hollywood icons, we are all looking to make a connection with the audience. Take a look at how some of the presenters at Content Marketing World 2014 view a content marketing job through the lens of an entertainment studio.

In this episode, Robert and Joe debate whether Apple's decision to give away U2's new album was a brilliant content marketing coup or a creepy cautionary tale. They marvel at the growing number of software solutions for content marketers, and explore the growing gap between ad agencies and client needs. Rants and raves include a brilliant response to an online advertising critic's rant, an amazing example of storytelling as advertising by a nonprofit, and a smart viewpoint on how Content Marketing World can evolve to help break down silos within organizations. Listen in.

This week on This Old Marketing, Joe and Robert discuss the growing interest in content marketing shown by the venture capital community. They also touch on other key content industry issues that took shape this week and offer their usual rants and raves. Listen in, and let us know what you think.

Most marketers don’t use these three successful tactics. And only two-thirds use the fourth tactic to get better content marketing results. Want to know what they are and how you implement at your organization? Read on.

Don’t launch a campaign only to have to issue an apology because your company offended a group in your target audience. Multicultural marketing isn’t an option. It’s mandatory for any business that wants to retain and grow its audience.

Everyone wants to cut the fat from their work flows. Good news: Applying lean methodology to your efforts is simple, and can result in more effective content marketing. Use these 6 steps to go lean.