Too many marketers fail to create content for the bottom of the funnel. But content for people who are on the verge of buying, who have just bought, and who are between purchases is essential. Learn how outdoor retailer REI does it.
Too often brands don’t spend enough time thinking what their audience wants. Follow the 12 steps of the hero’s journey, reframed as an audience journey, to better align your content with the real needs and wants of your audience.
To kick off CMWorld Joe Pulizzi asked, “Do you think about your content marketing like George Lucas did about Star Wars?” Plus, discover seven more questions posed by speakers who all focus on the most valuable element in content.
Your subscribers and customers need to know that if they share personal data to gain access to your content or products, you’re prepared to protect their data. A digital data policy may not top your to-do list, but it should. Let’s get started.
When Kira Mondrus joined SecureWorks, she wouldn’t start content marketing without personas and journey maps. She and her team built that necessary foundation and found success. Now she’s a 2017 Content Marketer of the Year finalist.
If audiences are the asset – how should we value them? Robert Rose shares an overview of a new framework – the audience valuation engine – that offers an asset-based approach to calculating the value per subscriber.
Joe Pulizzi shares an excerpt from his and Robert Rose’s upcoming book – Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. The duo reveals how most businesses approach marketing the wrong way.
Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.
If you have the time for extensive buyer personas, that’s great. But what if there’s a quicker way? You won’t get the same meticulous data, but you will have a solid foundation – and the time – to create relevant content.
What you sell often is primary to the company mission, and in turn, to your content marketing mission. That results in self-serving content that does nothing for the audience and wastes brand resources. What if you focused on the why?
Fred Graver, a four-time Emmy-winning television producer and former head of Twitter TV, uses social data to fuel his new creative series. Learn why he thinks Twitter is a go-to resource and how you can use it to inform your marketing.
Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not?