Don’t be tempted to celebrate wins in your conventional sales and marketing funnels. Those “conversions” should only be the start. What you do next matters more – and that next step should be to build super users.

Are personas the same as stereotypes? Whether it’s soccer moms, NASCAR dads, or lazy millennials, marketers draw conclusions. Now, 10 marketers share how they view personas and stereotypes in their audience development.

Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas.

In 2017, Intel’s iQ digital magazine team borrowed a page from the traditional media playbook – focusing on sustaining loyal readers rather than getting more eyeballs. Luke Kintigh, Intel IQ’s head of publishing, shares how they did it.

If your brand is struggling to build an audience (or just wants to boost your efforts), take note of the Quartz team experience in this case study. It starts with thinking of your content marketing team as a media company within the brand.

Marketers live by the mantra “you can’t be all things to all people.” But that’s what a library does. How do they do that with content marketing? Learn how one Ohio library tackles the challenge in strategic, fun, and creative ways.

How do traditional marketers make the switch from a marketer’s mindset to a publisher’s one? Intel iQ’s head of publishing and managing editor explain how their team did it over a five-year evolution.

Do you know if you’re wasting great content on the wrong people? If you want a more valuable audience, use proven audience measurement methods to better understand the size, composition, and preferences of your audience.

Do your brand and identity align? Or is your company a zombie that does whatever it takes to keep going? Learn how to avoid (or cure) your zombie-like behavior by making brand and identity work together in your content.

If products hog the spotlight in your content, opportunities are missed to build customer relationships and revenue. Learn how one company’s customer-centric content framework led to better results for the business and its customers.

What is a more foundational argument for content strategy? How can you make the case to the C-suite and to mollify skeptical colleagues? It requires you to flip your thinking with this one twist recommended by Robert Rose.

If you want a more valuable audience, you must know more about your subscribers than just their email address. Learn how CMI gained robust data for almost 50% of its subscribers, and how it used that information for the better.