How to Make Your Content Personalized but Not Creepy
May 8, 2019
Larry Lubin
Do you face the personalization paradox? You want to create content customized for your audience. But you don’t want to seem overly knowing or familiar and raise their privacy flags. Here’s how to strike a good balance.
Do You Think Stereotypes and Personas Are Synonymous?
May 3, 2019
Ann Gynn
NASCAR dads. Soccer moms. Millennials. Those words conjure images of a person or group. Are they stereotypes or personas? Does it matter? And how does it all fit with your content marketing? Ten marketing experts share their thoughts.
Is Your Content Ready to Zig and Zag With Your Buyers?
April 11, 2019
Ann Gynn
Prospects follow a messy path to buying. Does that mean you should give up on the straight path buyer-journey model? Nope. Organize your content so it’s ready for the mess, while keeping those stages in mind. Here’s how.
Is April Fools’ Day Worth the Risk for Brands?
April 1, 2019
Ann Gynn
April Fools’ Day is a tempting conundrum. Does it provide a good enough reason to break the rules and betray your audience’s trust with fake content, absurd headlines, or fictional products? Let’s give it some serious thought.
Get to Your Audience's Core: Know Their Content Intent
March 26, 2019
Daniel Hochuli
Your sales team finds four legit leads from 500 white paper downloads. What happened? Your audience wanted the info, it wasn’t interested in a transaction. Before you create and evaluate your content, think about audience intent.
Your 2020 Mission: A Unified Strategy for Content in Your Marketing
January 28, 2019
Robert Rose
We’re in 2019 and CMI is about to run up on more than a decade’s worth of experience. Let’s take a breath and see where we are. Quite honestly, we’re humbled at the level of innovation we’ve witnessed. It’s time for us to evolve too.
Do What Most Content Marketers Don't and Get Better Results
January 21, 2019
Dennis Shiao
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.
Dump the Sales Funnel in Favor of Lifecycle Marketing
January 14, 2019
Julia McCoy
The sales funnel is too rigid to accommodate the modern buyer’s journey, and too cold to represent the nurturing stance of content marketing. That’s why we need a more fluid, holistic model. Enter the marketing lifecycle.
Opportunities for AI in Content Marketing Easily Explained
January 9, 2019
Dennis Shiao
If all you know about artificial intelligence is that it powers your martech stack, you’ll want to read these easy-to-understand explanations and tangible examples. (You’ll also discover how text mining revealed a breadstick problem.)
4 Content Marketing Gems to Inspire You and Your Strategy
December 28, 2018
Kim Moutsos
Every week, CMI’s chief strategy advisor writes a column. Today, its editor recaps the gems that challenge us to think differently about our roles as content marketers, the role of content marketing, and what success feels like.
Multicultural Marketing: Why You Need to Get Started
December 17, 2018
Sydni Craig-Hart
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.
How to Make Your Bland Content Strategy Delicious
November 30, 2018
Carmen Hill
It may be tempting to cut straight to creative ideation, but don’t. Think strategically because when you follow a storytelling approach informed by data, your content will be more relevant to your customers’ needs and interests.
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