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How and Why (or Why Not) to Build a Chatbot

Are you ready for the visitors of tomorrow? Will your customers be able to get superior answers to their questions with your content? If you’re not using – or at least investigating – chatbots, your enterprise may not be ready.
democratization-distrust-opportunity

The Democratization of Distrust Is Our Biggest Opportunity

Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.
artificial-intelligence-drive-content-marketing

Should You Trust Artificial Intelligence to Drive Your Content Marketing?

We trust artificial intelligence to drive our cars but not to recommend marketing strategy. But leading marketers are investing in AI – from personalization tools that “learn” from individuals’ behavior to predictive behavior tools.
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How Adidas Creates Moments of Relevance

When adidas launched GamePlan A, it put culture at the core of its content marketing strategy. Why? Because culture has the power to nourish longer-lasting and more-engaged relationships. Here’s what the sports company learned.
buyer-persona-hacks

Hacking Your Buyer Personas: The Only 3 Questions You Need to Ask

If you have the time for extensive buyer personas, that’s great. But what if there’s a quicker way? You won’t get the same meticulous data, but you will have a solid foundation – and the time – to create relevant content.
content-marketers-what-doesnt-matter-why-lacking

Do You Know Your Why? Your Content Marketing Success Depends on It

What you sell often is primary to the company mission, and in turn, to your content marketing mission. That results in self-serving content that does nothing for the audience and wastes brand resources. What if you focused on the why?
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Data-Driven Creative: How to Use Twitter Data to Inform Your Marketing

Fred Graver, a four-time Emmy-winning television producer and former head of Twitter TV, uses social data to fuel his new creative series. Learn why he thinks Twitter is a go-to resource and how you can use it to inform your marketing.
future-model-content-marketing-media-identical

The Future Model for Content Marketing and Media Are Identical

Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not?
customers-thinking-search-secrets

What Are Your Customers Thinking? Search Secrets Hiding in Plain Sight

What would you give to read your customers’ minds? Read these tips from the self-proclaimed search guy for getting as close as possible to mind-reading by using resources hiding in plain sight.
persuade-naysayers-embrace-marketing-technology

How to Persuade the Naysayers to Embrace New Marketing Technology

Don’t panic. Though the world of tech solutions for content marketers grows exponentially and your team may resist adopting new tools, there’s hope. Here are five steps to make onboarding a new tech tool easier and more effective.
ways-make-money-content-marketing

The Only 10 Ways to Make Money From Content Marketing

Joe Pulizzi and Robert Rose reveal the Media Marketing Revenue Model, and give a glimpse into their upcoming book, Killing Marketing. It covers the 10 ways any organization that builds an audience from its content can generate revenue.
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Make Your Audience the Hero With a One-Sentence Agile User Story

Create one-sentence user stories for your content marketing program. They put audience needs at the center of content production, support efficient teamwork, and encourage interdepartmental communication.