Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, not always, because too many treat a marketing database as an audience.
To reach a younger, more diverse audience, Volvo Penta’s agency dove into an innovative content strategy. The resulting videos and supporting campaign earned millions of viewers, changed industry conversations, won an award, and earned a spot on the Content Marketing Project of the Year finalist list....
R. Ethan Braden revamped Purdue University's old-fashioned comms team to enchant audiences with captivating content – and doubled the school's commitment to marketing. Here's a look at his content approach – and why he's the 2023 B2C Content Marketer of the Year.
Combining cute puppy images and hard-hitting advocacy requires deft hands. It’s a challenge the Humane Society content team manages year after year. Here’s how Emily Hamlin Smith, Content Marketer of the Year finalist, makes it happen.
As social media becomes less social and more media, you can still capitalize on the human desire to socialize. Events offer one way to do that. Just remember to craft a strategy for the content regardless of the channel.
Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
The 2023 Trust in Marketers research finds buyers generally trust brands’ content. But they also are less likely to find value in it. How can you bridge that gap? The answer’s pretty simple. (Well, maybe.)
The big Content Marketing World takeaway: You don’t need radical change to evolve your content marketing program. But you do need to make decisions that help you understand your mission better, find surprises in the familiar, and take a scientific approach to change. Ask these questions to get started.
What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
The Ecopreneurs: A Win-Win-Win-Win for Salesforce, FORTUNE Brand Studio, Entrepreneurs, and Audiences
Salesforce and FORTUNE Brand Studio partnered to create The Ecopreneurs, an 11-episode series for Salesforce+ whose impact went far beyond the streaming platform. Here’s how this Project of the Year finalist turned long-form storytelling into big results.
A new book launching Wednesday will help your company build a media brand around its content. (You won’t be too surprised by who the author is.)
Content consumption patterns have stayed mostly the same in recent years. Content discovery hasn’t. Consider these five trends as you plan your content and strategy for 2024.