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).
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.
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.
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.
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.
Doing nothing when your content marketing isn’t broken nets nothing. Doing something new nets, at minimum, a new perspective on the possibilities.
Use this simple jobs-to-be-done framework to ensure the audience is always front and center when your marketing team creates content.
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.
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.
If you don't have an inclusive marketing strategy, you don't have a growth marketing strategy, says Michelle Ngome, founder of the African-American Marketing Association. She explains how to bake inclusivity into your content marketing strategy, planning, creation, and distribution in this article and...
Quality content isn’t enough to guarantee a satisfying experience for your visitors. We asked the experts speaking at ContentTECH Summit next month for a list of pitfalls that could sabotage your content's chance to impress. Here's what to watch out for.
The content marketing question in 2022 isn’t about how to present “just the facts.” The question is: How do you make people care about any of the facts? Robert Rose explains.