Why Even Crushing Content Failures Aren’t Mistakes
Laughing at content failures feels cathartic at times (there but for the grace of the audience …). But extreme reactions can have a chilling effect on creativity. Here’s the real lesson to take from Apple’s failed iPad Pro ad.
Why Your Content Won’t Surprise or Delight Unless You Expect More (From People and AI)
Why do we call it generative AI when it doesn’t generate anything new? Renaming the much-discussed tech is just one of the ways Robert Rose suggests aligning expectations with reality. The other? Challenging people to aim for higher-quality ideas and deliverables.
Oops, Google Did It Again — But You Still Need First-Party Data
The same week Google smashed its earnings report, it also announced the delayed demise of third-party cookies until 2025. Do you believe them? Does it even matter? Probably not — because you should be doing this anyway.
Should Your Brand Shout Its AI and Marketing Plan to the World?
To use AI or not — it's the question on every marketer's mind. But there's a more practical follow-up: Whether to share the answer. Dove and Brandtech Group tried that approach. Was it the right choice?
Think Like a Golfer To Create a Winning Content Strategy
More content always seems better or at least less risky. But what if you played a different strategy? Play as you would in golf — fewest swings of the club wins. Let’s explore.
How To Get Unstuck With Generative AI in Your Content and Marketing
Generative AI isn’t serving marketers well. All the options make it easy to apply, but all the options make it more difficult to decide what to do. To help, use this categorization chart that looks at capabilities and efficiencies.
The Reality of Generative AI in Marketing May Not Be What You Think
You’ve read the headlines, clicked the research, and gone down the generative AI rabbit hole. Yes, it’s got great hype people. But they all miss the first lesson of generative AI and marketing.
Think Like a Director To Build a Scalable Employee Content Network
Recent research finds that almost nine out of 10 C-suite B2B marketers believe tapping employees as influencers holds immense value. But how do you scale your content efforts to enable those creators? Think like a movie director. Here’s how.
How To Prepare for the Data Apocalypse
New IAB research reveals that marketers know about Google’s ending of third-party cookies, yet they’re plagued by inaction and misunderstanding regarding first-party data. Remedying that now will bring long-term success.
The Problem With AI Headlines
Open AI’s Sam Altman says the future of AI will accomplish 95% of what marketers use agencies, strategists, and creative professionals for today. But don't panic. Get the context and an interpretation that will calm your concerns.
Does AI Do ‘More’ Or ‘Less’ in Your Content Strategy?
Being asked to use AI to “do more with less” isn’t as easy as it sounds. It all rests on whether you emphasize “more” or “less.” Learn what that means for incorporating AI in your marketing strategy.
Is Your Thought Leadership Stuck in ‘Mutually Assured Irrelevance’?
New research finds most thought leadership doesn’t encourage or inspire much thought. Yet, if it’s done well, it can strongly influence sales and pricing. How can you leap from boring to motivating?