Knowing your why may motivate you to reach your goals. But your brand’s why won’t motivate your customers — or differentiate your content, product, or services — until you connect it to their why. This step-by-step process will help.

Racehorse American Pharoah had a left heart ventricle bigger than most. Learn how that data discovery led to big success, and how you can use data analytics to reveal surprising insights and drive valuable marketing success.

IBM isn’t interested in an individual’s journey in B2B buying. The account level is where it’s at. Learn about IBM’s high-intensity framework, which leads to twice the average conversion rate.

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.