Gating content is a controversial move in some marketing circles. Sales teams want gated content because it drives qualified leads. Some marketing teams say gating creates a barrier between potential audiences (and search engines) and great content. Who’s right?

Architects don’t just hand over drawings to the construction crew. They include detailed specs, so the project delivers what the customer wants. So, why do you expect a content strategy to do all the heavy lifting on its own?

More content doesn’t equate to more success — it risks burying your best work. Still, you need to make enough noise to be heard. These techniques will help you break through with a differentiated message.

Solo Brands is at it again. Snoop Dogg returns to its smokeless stove ads. But is the campaign different than the viral one that led to the CEO’s departure? Is there something marketers can learn from the new initiative? Yes, to both.

Building a consistent content experience across all possible touch points (social, website, chat, etc.) takes research, empathy, and collaboration across internal teams. It’s not easy, but the results are worth it. Here’s how to start.

There’s nothing better than an ambitious content or marketing strategy to inspire teams to aim high — except for the realistic version you can actually implement. Try this process to bring your so-called optimal plans back to earth.

Dig into the buried treasure of online reviews. See what leading brands Tylenol, Estée Lauder, and Scünci are learning about their products and messaging directly from consumer feedback. Plus, get advice on how to start a ratings analysis program for your brand.

Sequels, prequels, and reboots abound. Why? Storytelling around recognizable themes has built-in resonance. Explore the seven archetypes with inspiring B2C and B2B examples before you launch your next content marketing initiative.

Deliver valuable content experiences beyond your website, but don’t abandon your owned home. Here’s how to revamp your “rented” properties — while maintaining and improving your owned channels.

Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it.

A CEO and a data scientist have a conversation about generative AI in marketing. Both parties leave frustrated. But the friction could have been dissipated if they had created user stories that got everybody on the same page.

Do you need more marketers or more analysts, strategists, and other specialists? Most teams would vote for both. Try this approach to balance your need for deep expertise and the agility and stability content generalists provide.