Liz High spent four minutes and 15 images introducing herself at her Content Marketing World presentation. Why? She had a point to make.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
How do you evolve your business strategy for the digital world? Don’t focus on inventing, focus on integrating a combination of changes to install the function of content as a business model. Here are four models to consider.