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How To Measure the Value of Your Audience (in Real Money)

How To Measure the Value of Your Audience (in Real Money)

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...
Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

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.
attention-versus-trust-content-marketing

Attention vs.Trust: Which Should Content Marketers Prioritize?

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?
personality-type-content

How To Bring Personality to Your Content and Personas

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.
This Rose-Colored Glasses column explains the marketing mandate for 2024: Audience relationships

The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience

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.
build-audience-not-database

Do You Treat Your Audience Like Your Marketing Database? That’s a Mistake

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.
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.
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.
Depiction of the marketing funnel shows there's more to know beyond the traditional approach.

Revamp the Marketing Funnel? It’s Past Time To Add Empathy

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.
engaged-subscribed-audience-magic

How a Subscribed Audience Can Draw a Crowd for Your Next Content Product

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.
lesson-from-threads

Meta Threads’ Rapid Rise Proves the Power of an Owned Audience

How did Threads get to 100-plus million users this past week? It started with Instagram’s 2-plus billion. Despite those mammoth numbers, Threads debut can teach every content marketer a practical lesson.
content-navigates-economys-twists-turns

How To Adjust Your Content During an Uncertain Economy

With the economy in flux, the only certainty is uncertainty. As your audience reacts to the ups and downs, you must evolve your content strategy to deliver what they need now. Use this advice to help figure out how.