Dig into the buried treasure of online reviews. See what leading brands Tylenol, Estée Lauder, and Scünci are learning about their products and messaging directly from consumer feedback. Plus, get advice on how to start a ratings analysis program for your brand.

Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it.

You’ve heard how important audience building is again and again. It’s one of the arguments for a content-driven marketing approach, after all. But could you describe the value of your audience in dollars? And do you know which audience members are more valuable than others? Robert Rose can — and this...

OpenAI’s many recent missteps devalue the currency brands should prize over anything else — trust. Here’s how to seize the kind of opportunity OpenAI appears willing to squander.

Don’t mistake the time a consumer spends with content as an indicator of trust. Surprisingly, as trust goes up, attention goes down. So, which should you focus on?

Developing content requires you to think about the audience. You use demographic data. But have you considered the personality of your audience? Here's how exploring personality types can enhance your marketing strategy.

If you want to develop and keep your customer and audience relationships in 2024, you will need to strengthen those bonds. Here’s why that’s marketing’s new mandate – and how to make it happen.

Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, not always, because too many treat a marketing database as an audience.

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.

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.

The days of the basic marketing funnel are over. Adding an overlay of empathy lets you walk with your prospects on their never-quite-linear journey. And that’s when you’ll start seeing real, long-term relationships.

Threads owes its phenomenal success to the magic of an engaged, owned, and subscribed audience. It’s a play many successful content marketers have used, too. Robert Rose explains why you should tap into that superpower to launch new content.