By Gina Balarin published December 1, 2020

Activating Empathy: How to Manage It, Measure It, and Market With It

Creating empathetic content requires marketers to shift their focus – from educated assumptions about transactional needs to a deeper, more holistic understanding of their audience. How? The answer may lie in a four-step process. Continue reading

By Ann Gynn published November 23, 2020

How to Do Inclusive Content That Helps Your Audience and Business

Inclusive content doesn’t require your brand to take a big stand on a hot topic. It does require your team to think differently, recognize what you don’t know, and use words more purposefully. Here’s how to do it well.
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By Robert Rose published November 10, 2020

What You Need to Know About the Data Party Game

What’s in a name? In the data game, it could be a lot or nothing at all. Robert Rose sets the record straight on audience data origins, why it matters, and what it means for your content marketing future. Continue reading

By Daisy Quaker published October 29, 2020

Audience Research Led to Tattoo-Worthy Content Marketing

Surveys show audience research can bring bigger success. Learn how one brand used it to create impactful messaging, find the right channels, pick an effective distribution strategy, and create a campaign success confirmed in ink. Continue reading

By Clare McDermott published October 27, 2020

How to Get in Your Customers’ Heads for Invaluable Research

When the Sierra Club of Colorado needed to raise awareness and raise money to support its efforts, the grassroots organization used voice-of-customer research to get inside the heads of its members. (And it worked beyond expectations.) Continue reading

By Stephanie Stahl published October 22, 2020

The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More)

Doing the hard work of content marketing doesn’t require being grandiose or controversial. But it does require “being more.” Only then can you have positive impact on your audience, your brand, your team, and even yourself. Continue reading

By Robert Rose published October 21, 2020

How to Measure the Value of Your Subscribers

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

By Tim Hayden published October 6, 2020

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

By Robert Rose published September 2, 2020

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

By Ann Gynn published July 20, 2020

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

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