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
Multicultural Marketing: Why You Need to Get Started
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. Continue reading
How to Make Your Bland Content Strategy Delicious
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. Continue reading
Data Privacy Law: Ignorance Is No Excuse
How do you adapt to a world far less forgiving and far more skeptical of the ways you capture and use data? Ruth Carter – internet, intellectual property, and business attorney – offers some perspective and advice. Continue reading
4 Business Models for Content Marketing
How do you evolve your business strategy for the digital world? Don’t focus on inventing, focus on integrating a combination of changes to install the function of content as a business model. Here are four models to consider. Continue reading
