By Jodi Harris published March 9, 2020

Should Engagement Really Matter to Marketers Anymore?

On the surface, engagement seems like an ideal goal. But take a deeper look at how difficult it is to determine its value. You may want to rethink engagement’s role in your content marketing strategy. Continue reading

By Daniel Hochuli published February 10, 2020

The Right and Wrong Ways to Use Vanity Metrics

Vanity metrics look great on paper. But the sheen fades when used to explain important business outcomes. And yet, they can shine nicely when used to measure marketing goals. Here’s what you need to know. Continue reading

By Kim Moutsos published February 6, 2020

4 Content Marketing Goals That Really Matter to the Business

Here’s the truth. Brand awareness ­– everybody’s favorite­ content marketing goal – isn’t going to cut it. If content marketing is to be an integral component of your company, you better set goals that speak to the business. Continue reading

By Jodi Harris published October 23, 2019

How to Make a More Confident, Compelling Case for Content Innovation

Advocating for content innovation takes a convincing presentation and a confident delivery. Take your business case to the next level with these tips for overcoming the pain of the pitch and getting the thumbs-up for your ideas. Continue reading

By Michael Brenner published July 2, 2019

How to Make the Content Marketing Case With ROI

How do you gain executive (and budget) support for content marketing? And how can do you answer the inevitable ROI question before you even really get going? Here’s some insight and help on how to do it.

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By Ann Gynn published September 26, 2018

How to Answer 25 FAQs on Content Marketing

We posed the questions last month. Now, we’re back with all the answers to 25 frequently asked questions about content marketing. You’ll be ready to respond to executives and clients when they pose the tough and easy questions. Continue reading

By Ann Gynn published August 7, 2018

What’s Your Answer? 25 Questions from Content Marketing Experts

Wouldn’t it be a help to know the questions your executives or clients will ask about content marketing before they pose them? Well, 25 experts share the best questions asked of them. We share a few answers and want your input too. Continue reading

By Robert Rose published November 29, 2017

Looking for Content Strategy Buy-In? Don’t Rely on the Same Old Arguments

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. Continue reading

By Julia McCoy published October 22, 2017

9 Stats That Will Make You Want to Invest in Content Marketing

To be successful, marketers must add value to consumers’ lives. The fundamentals behind content marketing bring that relationship-building value. But don’t take our word. Let these nine statistics do the talking to persuade naysayers. Continue reading

By Marcia Riefer Johnston published October 12, 2017

What to Consider When It’s Time for New Marketing Technology

Considering a new marketing technology? Your first step has nothing to do with technology. Assess your processes and address any issues. Then research the tech options, seeking the simplest solution, and ask questions. Continue reading

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