What does it take to sustain a multi-year award-winning content marketing program? ServiceNow attributes its results to a combination of data science, segmentation, and a deep focus on audience needs and behavior. Here’s what to learn from the company’s success.

B2B buyers want to control their journey. That means the future of sales-enablement and demand gen content lies in self-service. Try these ideas from Ardath Albee and Marcus Sheridan to develop truly buyer-led content experiences.

The overarching theme at Content Marketing World tapped into something powerful – the emotions, experiences, and need for personal connection all humans have. Here are some highlights to inspire, motivate, and implement.

Explore the strategic decision-making behind four winning B2B and B2C content marketing initiatives. Learn the who, how, why, and bottom line for each one.

Content that attracts attention is one thing. Content that creates a true connection with an audience is a whole different challenge. Try these 22 expert ideas to move beyond shallow attraction to establish a lasting relationship.

Personalization and segmentation are closely related, but they aren’t the same. ContentTECH speakers offer their take on how (and when) to use these techniques to meet a common goal – to deliver content that reflects what the reader, viewer, or listener wants (when they want it).

If you want to build a loyal and trusting audience consistently over time and believe by doing that you can accomplish your marketing goals, the Content Inc. model is for you.

Nerf knows its audience well enough to know it needed to hire one of them. Business communicators want to know their audiences, but miss out on a crucial step. An agency knows its audience so well, it pokes gentle fun at a pain point to attract them. Here’s what to make of it all.

Don’t let blind spots and assumptions derail your content marketing program. Work through your challenges using one of these classic mental models for better decision-making.

Any content marketer could’ve called out the glaring strategy gaffes that led to streaming-service Quibi’s high-profile (and high-budget) demise. We spotted seven – did you catch any we missed?

In 2019, a software company launched its own editorial property as an alternative to traditional PR and demand-gen marketing. In 20 months, it’s attracted nearly 400,000 unique visitors and garnered over 1,200 newsletter subscribers.

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.