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
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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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
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
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
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
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
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
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
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
