By James Tennant published June 3, 2019

Stop Thinking About Personalized Content as an Extra

Personalization is not a detail or an add-on when it comes to your content. It should be an integral part of your content marketing strategy so you can build the sort of audience loyalty we all dream of. Continue reading

By Aaron Agius published May 20, 2019

Buyer Personas: One Method Doesn’t Fit All

One size does NOT fit all when it comes to developing your personas. After negative response to his post about a three-question method, Aaron Agius is back to offer a more expansive take on personas. Continue reading

By Larry Lubin published May 8, 2019

How to Make Your Content Personalized but Not Creepy

Do you face the personalization paradox? You want to create content customized for your audience. But you don’t want to seem overly knowing or familiar and raise their privacy flags. Here’s how to strike a good balance. Continue reading

By Ann Gynn published May 3, 2019

Do You Think Stereotypes and Personas Are Synonymous?

NASCAR dads. Soccer moms. Millennials. Those words conjure images of a person or group. Are they stereotypes or personas? Does it matter? And how does it all fit with your content marketing? Ten marketing experts share their thoughts. Continue reading

By Ann Gynn published April 11, 2019

Is Your Content Ready to Zig and Zag With Your Buyers?

Prospects follow a messy path to buying. Does that mean you should give up on the straight path buyer-journey model? Nope. Organize your content so it’s ready for the mess, while keeping those stages in mind. Here’s how. Continue reading

By Daniel Hochuli published March 26, 2019

Get to Your Audience’s Core: Know Their Content Intent

Your sales team finds four legit leads from 500 white paper downloads. What happened? Your audience wanted the info, it wasn’t interested in a transaction. Before you create and evaluate your content, think about audience intent. Continue reading

By Julia McCoy published January 14, 2019

Dump the Sales Funnel in Favor of Lifecycle Marketing

The sales funnel is too rigid to accommodate the modern buyer’s journey, and too cold to represent the nurturing stance of content marketing. That’s why we need a more fluid, holistic model. Enter the marketing lifecycle. Continue reading

By Sydni Craig-Hart published December 17, 2018

Multicultural Marketing: Why You Need to Get Started

Don’t launch a campaign only to have to issue an apology because your company offended a group in your target audience. Multicultural marketing isn’t an option. It’s mandatory for any business that wants to retain and grow its audience. Continue reading

By Carmen Hill published November 30, 2018

How to Make Your Bland Content Strategy Delicious

It may be tempting to cut straight to creative ideation, but don’t. Think strategically because when you follow a storytelling approach informed by data, your content will be more relevant to your customers’ needs and interests. Continue reading

By Jonathan Crossfield published November 13, 2018

Data Privacy Law: Ignorance Is No Excuse

How do you adapt to a world far less forgiving and far more skeptical of the ways you capture and use data? Ruth Carter – internet, intellectual property, and business attorney – offers some perspective and advice. Continue reading

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