A powerful campaign to promote COVID-19 vaccines taps into the emotional power of authenticity – while Budweiser’s (nonexistent) Super Bowl ad teaches an important lesson about content spend.

The pandemic accelerated the fundamental changes underway in content marketing as CMI’s newly released B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 shows. Find out what else is up for this year and beyond.

Don’t hide your content behind a bland headline. This week in content marketing, we share an example to prove the rule, plus new research into the search performance of marketing terms and a sweet ( but overlooked) content opportunity.

This week in content marketing, Nickelodeon and the NFL team up to recruit a new audience, a public sewer agency makes each employee feel like No. 1, and a popular email newsletter spills into new channels.

Leading up to 2020, demand gen goals involved creating content for search discovery and satisfying prospects’ information needs. Well, guess what? That’s no longer enough.

“Put the audience first” is a content marketing adage for good reason. In this Weekly Wrap, we share how Chewy and Netflix make this approach pay off – and why IKEA needs to reread the instructions.

Let’s look at some of the expert advice, innovative approaches, and novel thinking from CCO magazine this year – all of which hold lessons that can help you keep calm and carry on successfully in 2021 and beyond.

Once upon a time, a child’s toy comes to life inside a retail store. Elsewhere in the world, a man combines 11 herbs and spices while romancing an heiress. Catch those stories and one more from Google this week.

As December debuts with colder and snowier weather, we’re wishing for snow days, warming up with a print magazine, and answering questions about writing. These are the three things we noticed this week.

We sent more than 100 virtual crystal balls to content marketing thought leaders and subject matter experts. Find out what themes emerged in their predictions for content marketing in 2021.

This week, we diagnose what’s wrong with much of the brand messaging for Cyber Monday. Plus, we cheer a new opportunity for a fired paint-shop employee/TikTok star – and the clever brand that swooped in to hire him.

This week, the Cleveland Clinic asks for help, American Express teaches how to turn something small into something much bigger, and Zillow shows how someone else’s horoscope can catch people’s eye.