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. Continue reading
Do You Think Stereotypes and Personas Are Synonymous?
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. Continue reading
Is Your Content Ready to Zig and Zag With Your Buyers?
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. Continue reading
Is April Fools’ Day Worth the Risk for Brands?
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. Continue reading
Get to Your Audience’s Core: Know Their Content Intent
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. Continue reading
Your 2020 Mission: A Unified Strategy for Content in Your Marketing
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. Continue reading
Do What Most Content Marketers Don’t and Get Better Results
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. Continue reading
Dump the Sales Funnel in Favor of Lifecycle Marketing
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. Continue reading
Opportunities for AI in Content Marketing Easily Explained
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.) Continue reading
4 Content Marketing Gems to Inspire You and Your Strategy
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. Continue reading
