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.

Aetna embarked on a multifaceted transformation to enhance its delivery of valuable, frictionless content experiences across its digital platforms. Its vice president of marketing technology and digital experience shares what it took.

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.

Want your content marketing program to be more successful? Don’t be oblivious to process. Get your hands dirty by exploring and optimizing the process of content marketing. And here’s how to begin – with some Agile thoughts.

A lot of people live in Expertville. Too few live in the Land of the Visionary. To truly stand out and make a bigger impact, make the move to the visionary world – and be inspired by these real-life examples.

Better is a simple word. But the path to better isn’t simple. At ContentTECH Summit, experts united to help content pros figure out the processes and technology to provide audiences with better experiences. Here’s how to get better.

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.

Written 82 years ago, Think and Grow Rich still inspires CMI founder Joe Pulizzi. He finds seven chapters speak powerfully about the characteristics possessed by a successful content marketer. Read on for Joe’s insight.

As more people move to a sound-based, voice-activated world, content marketers aren’t listening well. Audio is the most underused medium in their toolkit. But that changes now with this counsel on a holistic audio content strategy.

April Fools’ Day is a tempting conundrum. Does it provide a good enough reason to break the rules and betray your audience’s trust with fake content, absurd headlines, or fictional products? Let’s give it some serious thought.

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.