By Clare McDermott published October 27, 2020

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

By Stephanie Stahl published October 22, 2020

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

By Robert Rose published October 21, 2020

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

By Tim Hayden published October 6, 2020

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

By Robert Rose published September 2, 2020

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

By Ann Gynn published July 20, 2020

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

By Dennis Shiao published July 14, 2020

Who Should Be at the Center of Your Sales and Marketing Alignment?

Sales and marketing team alignment requires them to put the buyer first. Explore what indicates alignment success. And learn to craft buyer personas that work for sales and marketing using only five insights. Continue reading

By Robert Rose published June 15, 2020

Your Audience Is Not the Same as Your Marketing Database

Your marketing database is NOT your audience. It has a different value. Explore what an audience really is, why it’s valuable to your brand, and how to build one. Continue reading

By Ann Gynn published June 5, 2020

Diversity and Content Marketing: How Brands Can Be More Inclusive

Truly diverse and inclusive content marketing – the kind that resonates with your audience – requires far more than an image. It requires deep thinking, from audience research to team structure, from a style guide to user experience. Continue reading

By Amanda Milligan published April 29, 2020

14 Experts Share How to Get Support for Content Marketing

Great ideas can lead to successful content marketing. But getting support for your ideas can be tough. Discover the biggest mistakes made when pitching to get content marketing buy-in – and how to fix them. Continue reading

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