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How a Dash of Familiarity Makes Controversial Content More Palatable

Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
trust-in-content

Buyers Want To Trust Content. But Do They Value Yours? [New Research]

The 2023 Trust in Marketers research finds buyers generally trust brands’ content. But they also are less likely to find value in it. How can you bridge that gap? The answer’s pretty simple. (Well, maybe.)
content-marketing-world-recap-evolve

3 Questions To Help You Evolve Your Content and Marketing [CMWorld Recap]

The big Content Marketing World takeaway: You don’t need radical change to evolve your content marketing program. But you do need to make decisions that help you understand your mission better, find surprises in the familiar, and take a scientific approach to change. Ask these questions to get started.
audience-centric-content-strategy

How To Build a Content-Driven, Audience-Centric Content Strategy

What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
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The Ecopreneurs: A Win-Win-Win-Win for Salesforce, FORTUNE Brand Studio, Entrepreneurs, and Audiences

Salesforce and FORTUNE Brand Studio partnered to create The Ecopreneurs, an 11-episode series for Salesforce+ whose impact went far beyond the streaming platform. Here’s how this Project of the Year finalist turned long-form storytelling into big results.
content-marketing-strategy

The Inside Scoop on Content Marketing Strategy (the Book and the Practice)

A new book launching Wednesday will help your company build a media brand around its content. (You won’t be too surprised by who the author is.)
changes-in-content-discovery

5 Content Discovery Trends To Inform Your Marketing Strategy

Content consumption patterns have stayed mostly the same in recent years. Content discovery hasn’t. Consider these five trends as you plan your content and strategy for 2024.
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How State Farm Turned a Viral Ad Into an Award-Winning Content Campaign

State Farm didn’t let interest cool down when its ad with NFL quarterback Patrick Mahomes and his jazz bath went viral. Learn what they did and the mega numbers brought to the brand through this award-winning campaign.
ai-content-marketing

Generative AI Do’s and Don’ts for Better Content Marketing

How do you put AI’s content marketing capabilities in play for your brand? Experts presenting at Content Marketing World share what to do – and what not to do.
data-audience-research-linkedin

Unlock Audience Personas With the Power of LinkedIn Profiles

A failed attempt to find buyer intent prompted an unexpected lesson in how to use LinkedIn profiles. They provide a wealth of details to inform helpful personas and create more effective content marketing.
how-broke-is-your-content-marketing

Is Your Marketing ‘Broke’ Enough To Need a Fix?

Twitter’s rebrand seems like a lesson explained in the mantra, “If it ain’t broke, don’t fix it.” But what if your content or marketing is only slightly broken? Should you fix it? How do you even know? Here’s a potential solution.
Rose-Colored Glasses logo for a story about product differentiation

How Storytelling Gives You the Best of Both Worlds in B2B Product Marketing

You already know how storytelling connects your brand with audiences. But you might not realize how powerful it can be in product marketing, too. Robert Rose explains how stories help you teach customers to care about what makes your product unique.