By Ann Gynn published December 6, 2022

How This Non-Marketing Approach to Content Produced Award-Winning Results

You don’t need a background in marketing to excel in content. You do need a clear focus on your audience’s needs, program goals, and story ideas that support both. Here’s how TD Bank Group’s lead content strategist applied these concepts to build an award-winning program. Continue reading

By Robert Rose published December 2, 2022

How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy [Rose-Colored Glasses]

Do you jump into the red ocean with content on popular topics? Or do you dive into the blue ocean with a contrarian view of a trending subject? Here’s why you should try a purple-audience approach instead (and how to do it). Continue reading

By Dennis Shiao published November 21, 2022

How Land O’Lakes Found a Mission Greater Than Sales

With a new CEO on board, Land O’Lakes embarked on a three-year strategic communications plan to raise her and the brand’s profile. They found a mission greater than sales along the way. Continue reading

By Ann Gynn published November 17, 2022

How To Build an Audience by Giving Back – the #BossTalks Story

The best mentors listen, answer questions, and help. The best content marketers do, too. So #BossTalks, a multichannel content project featuring Salesforce’s unofficial mentor-in-chief Ebony Beckwith, had the ingredients of a smash hit from the start. Continue reading

By Dennis Shiao published November 10, 2022

2 Steps To Find Your Big Sexy Idea (From the Guy Who Helped Simon Sinek)

Mark Levy knows a thing or two about helping people and brands find content differentiators, which he describes as the “big sexy idea.” Try his process to create one for yourself or your company. Continue reading

By Robert Rose published November 4, 2022

Don’t Make SEO the Reason for Your Content Marketing Strategy [Rose-Colored Glasses]

Too many marketers fall into the trap of making search the foundation of their content marketing. Here’s why that doesn’t work and why you should be thinking about content discovery. Continue reading

By Meghan Casey published October 24, 2022

Don’t Create ‘Cat Food’ Content Without Doing This 1 Thing First

Struggling to develop content ideas that work for your audience AND your business? Here’s how to brainstorm more effectively and quickly. Continue reading

By Ann Gynn published October 20, 2022

Why (and How To) Write a Strategy for Your Cause-Related Marketing

Your brand talks the talk. But does it walk the walk? Many brands take a few steps toward supporting a social cause but falter when it comes to sustaining the focus. What if your content team took the lead? You’d help the brand achieve its cause-related objectives and elevate your importance, too. Here’s how to do it. Continue reading

By Ann Gynn published October 13, 2022

Foundry 360 Finds ‘Purrfect’ Content Mix With Award-Winning Business Model

Who said content and sales teams can’t get along? Not former journalist Diane di Costanzo, who leads a unique content practice at Foundry 360. Here’s the inside story of the compelling editorial and repeatable models for success that earned her the 2022 B2C Content Marketer of the Year title. Continue reading

By Jodi Harris published October 12, 2022

How To Build a Better Audience Persona (Choose a Detailed or Quick Method)

To be a great marketer, you must know the people you’re trying to sell it to. Clear, robust marketing personas are an effective and time-tested approach to reach that goal. Continue reading

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