CMO Sarah Cunningham likes to drink Earl Grey in the morning. And thus, a useless buyer persona filled with frivolous detail begins. If you want useful buyer personas, make sure they include this one essential component. Continue reading
GDPR: The Biggest Gift to Content Marketers in a Decade
You can’t legalize or “software” your way out of the GDPR challenge. You must innovate, design, and create your way into the GDPR. It’s the biggest opportunity in more than a decade for content marketers to become strategic. Continue reading
Can Account-Based Marketing and Content Marketing Get Along?
Account-based marketing comes largely from the shortcomings of the content-driven demand-gen model. Frustrated waiting for enough content to drive enough leads for the business, brands saw ABM as a better way for outbound marketing. Continue reading
How Content Can Create a Self-Sustaining Customer Referral Engine
Don’t be tempted to celebrate wins in your conventional sales and marketing funnels. Those “conversions” should only be the start. What you do next matters more – and that next step should be to build super users. Continue reading
Are Buyer Personas Just Nicer Words for Stereotypes?
Are personas the same as stereotypes? Whether it’s soccer moms, NASCAR dads, or lazy millennials, marketers draw conclusions. Now, 10 marketers share how they view personas and stereotypes in their audience development. Continue reading
An Alternative Approach to Developing Content Marketing Personas
Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas. Continue reading
A Step-by-Step Guide to Audience Development
In 2017, Intel’s iQ digital magazine team borrowed a page from the traditional media playbook – focusing on sustaining loyal readers rather than getting more eyeballs. Luke Kintigh, Intel IQ’s head of publishing, shares how they did it. Continue reading
How to Grow Your Audience From Zero to Millions in Less Than 5 Years
If your brand is struggling to build an audience (or just wants to boost your efforts), take note of the Quartz team experience in this case study. It starts with thinking of your content marketing team as a media company within the brand. Continue reading
For the Love of Libraries: How Libraries Use Content to Tell New Stories
Marketers live by the mantra “you can’t be all things to all people.” But that’s what a library does. How do they do that with content marketing? Learn how one Ohio library tackles the challenge in strategic, fun, and creative ways. Continue reading
How to Stop Acting Like a Marketer and Start Acting Like a Publisher
How do traditional marketers make the switch from a marketer’s mindset to a publisher’s one? Intel iQ’s head of publishing and managing editor explain how their team did it over a five-year evolution. Continue reading
