7 Content Marketing Truths That Would’ve Saved Quibi From Going Qui-Bye
March 11, 2021
Ann Gynn
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?
How One Brand Grew a Massive Audience by Building a News Site [Example]
February 8, 2021
Ann Gynn
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.
Activating Empathy: How to Manage It, Measure It, and Market With It
December 1, 2020
Gina Balarin
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.
How to Do Inclusive Content That Helps Your Audience and Business
November 23, 2020
Ann Gynn
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.
What You Need to Know About the Data Party Game
November 10, 2020
Robert Rose
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.
Audience Research Led to Tattoo-Worthy Content Marketing
October 29, 2020
Daisy Quaker
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.
How to Get in Your Customers' Heads for Invaluable Research
October 27, 2020
Clare McDermott
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.)
The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More)
October 22, 2020
Stephanie Stahl
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.
How to Measure the Value of Your Subscribers
October 21, 2020
Robert Rose
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.
The End of Third-Party Cookies: What Marketers Need to Know
October 6, 2020
Tim Hayden
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.
Think Strategically About Your Content Model
September 2, 2020
Robert Rose
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.
How to Create a Not-Awkward Personalization Strategy
July 20, 2020
Ann Gynn
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.
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