Your content marketing can’t achieve its potential if it’s structured as one project after another. Cleveland Clinic marketing leaders share how to give your content marketing a product-focused approach for bigger success.

Only 30% to 40% of B2B content gets used. That’s the sad truth for many B2B marketers, according to SiriusDecisions. Want to get most of your quality content used? Craft a metadata strategy. Learn the what, why, and how of this elixir.

Content duds. Everybody’s got ’em. In between those pieces that clearly hit the mark, you’ve published (more than) a few that didn’t. What are you to do with those? Follow these six steps.

An article gets a lot of clicks but few-to-no conversions (opt-ins, clicks-through to your product page, etc.). What’s a content marketer to do? Take these steps to improve the in-content calls to action.

Document your content marketing strategy with a hands-on, insightful company-wide workshop if you want to achieve big success. Follow these nine steps to lead a session to get everybody on board and working toward the same goals.

In today’s competitive job market, businesses in recruitment mode should use content marketing to attract the best candidates. Consider these standout brand examples to be your “hire” education lesson.

Liz High spent four minutes and 15 images introducing herself at her Content Marketing World presentation. Why? She had a point to make.

Your editorial calendar has holes, and ideas seem just out of reach. You have two choices: Wait for inspiration or develop a system to find stellar ideas. This post is for those who choose not to hold out for a flash of creative lightning.

Personalization is not a detail or an add-on when it comes to your content. It should be an integral part of your content marketing strategy so you can build the sort of audience loyalty we all dream of.

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.