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.

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.

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.

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.

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.

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.

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.

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.

In B2B marketing, content personalization doesn’t require you to know their shoe size, family situation, pet ownership, or car model. A small amount of data combined with relevant insights can go a long way. Let’s explore.

It’s time to end the guesswork you use to create personas and get to the bottom of how consumers really think and act. And that requires you to segment with science. Here’s what you need to know.

How did a British nurse get a greenlight, while a Hungarian doctor got a red light for the same lifesaving remedy in the 1800s? It’s a lesson all marketers should heed for their smart, capable, and good audiences.

Do you think your terms of service let you use your audience’s personal data any way you want? What about data acquired from third-party sources? If you don’t start from an ethical foundation, you may be headed for trouble.