You don’t need a background in marketing to excel in content. You do need a clear focus on your audience’s needs, program goals, and story ideas that support both. Here’s how TD Bank Group’s lead content strategist applied these concepts to build an award-winning program. Continue reading
How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy [Rose-Colored Glasses]
Do you jump into the red ocean with content on popular topics? Or do you dive into the blue ocean with a contrarian view of a trending subject? Here’s why you should try a purple-audience approach instead (and how to do it). Continue reading
How To Build an Audience by Giving Back – the #BossTalks Story
The best mentors listen, answer questions, and help. The best content marketers do, too. So #BossTalks, a multichannel content project featuring Salesforce’s unofficial mentor-in-chief Ebony Beckwith, had the ingredients of a smash hit from the start. Continue reading
Why You’ll Never Create Customer-Centric Content Unless You Focus on This
Your customers are changing. They aren’t going to accept excuses about insensitive campaigns or lack of diversity in your content. That’s why you need to L-I-S-T-E-N now. Continue reading
How To Build a Better Audience Persona (Choose a Detailed or Quick Method)
To be a great marketer, you must know the people you’re trying to sell it to. Clear, robust marketing personas are an effective and time-tested approach to reach that goal. Continue reading
Demand Generation: Follow These Content Tips [Examples]
When demand-gen campaigns don’t perform, your educational content could be the problem. Follow these four tips to attract more consumers, help them take action, and drive more productive and satisfying results. Continue reading
Change Is Good Even When You Don’t Achieve the Desired Results [Rose-Colored Glasses]
Doing nothing when your content marketing isn’t broken nets nothing. Doing something new nets, at minimum, a new perspective on the possibilities. Continue reading
Keep Your Audience Top of Mind With the Simple Jobs-To-Be-Done Formula
Use this simple jobs-to-be-done framework to ensure the audience is always front and center when your marketing team creates content. Continue reading
Why ‘Know Your Why’ Isn’t Such Great Content Marketing Advice [Rose-Colored Glasses]
You’ve heard the advice to “know your why.” But that won’t help you differentiate with content – unless you connect your brand’s why to your audience’s why. Robert Rose shares a step-by-step process to help. Continue reading
Take Binary Bias Out of Your Content Conversations
Transgender and nonbinary consumers often feel ignored in brand content conversations. Here are simple steps to make them feel more welcomed, along with examples from brands leading the way. Continue reading
