Great marketing adds value that customers are willing to invest in and that can create wealth for the business. But not all customer investments involve a purchase. Learn and reflect on how you can develop an audience-as-customer business model. Continue reading
The End of Third-Party Cookies: What Marketers Need to Know
A customer-centric content experience is the goal. But data management issues and an impending seismic shift may thwart that. Use these approaches to bridge the chasm created when Google, Apple, and others end third-party cookies. Continue reading
Think Strategically About Your Content Model
How the heck are we ever going to get organized around content? It seems overwhelming. The answer? Be strategic using a combination of these four operating models. Continue reading
How to Create a Not-Awkward Personalization Strategy
Is it wrong to use audience data to personalize content? Unless they recognize their relationship with your brand, it can come off as awkward at best and creepy at worst. ContentTECH Summit speakers offer their tips for a smart personalization strategy. Continue reading
Who Should Be at the Center of Your Sales and Marketing Alignment?
Sales and marketing team alignment requires them to put the buyer first. Explore what indicates alignment success. And learn to craft buyer personas that work for sales and marketing using only five insights. Continue reading
Your Audience Is Not the Same as Your Marketing Database
Your marketing database is NOT your audience. It has a different value. Explore what an audience really is, why it’s valuable to your brand, and how to build one. Continue reading
How to Do Diverse and Inclusive Content Marketing That Matters
Truly diverse and inclusive content marketing – the kind that resonates with your audience – requires far more than an image. It requires deep thinking, from audience research to team structure, from a style guide to user experience. Continue reading
14 Experts Share How to Get Support for Content Marketing
Great ideas can lead to successful content marketing. But getting support for your ideas can be tough. Discover the biggest mistakes made when pitching to get content marketing buy-in – and how to fix them. Continue reading
A Small Amount of Data Can Do It for B2B Personalization
In B2B marketing, content personalization doesn’t require you to know their shoe size, family situation, pet ownership, or car model. A small amount of data combined with relevant insights can go a long way. Let’s explore. Continue reading
How to Do Diverse and Inclusive Content Marketing That Matters
Truly diverse and inclusive content marketing – the kind that resonates with your audience – requires far more than an image. It requires deep thinking, from audience research to team structure, from a style guide to user experience. Continue reading
