New research finds most thought leadership doesn’t encourage or inspire much thought. Yet, if it’s done well, it can strongly influence sales and pricing. How can you leap from boring to motivating?

Evergreen does not automatically mean the content will stand the test of time. Nor is content that stands the test of time necessarily evergreen. Why? And can AI even generate classic content? Let’s explore.

Knowing your content goals is one thing. Knowing how you’ll achieve them is another. A content plan outlines all the specific steps for activating the vision expressed in your content strategy. Focus on these four areas to build one.

Don’t mistake the time a consumer spends with content as an indicator of trust. Surprisingly, as trust goes up, attention goes down. So, which should you focus on?

Great brand stories can attract and retain attention long enough to develop trust with your audience no matter where they are in their journey. But to get great stories, marketers must shift their storytelling thinking.

Few may watch your livestreams, but that doesn’t mean only a few can benefit from that content. Discover how to expand its reach across your marketing strategy.

Your brand strives for perfection, whether it’s the company’s public image, a seamless campaign message, or flawless email distribution. But your brand has flaws, and that’s a lesson every brand storyteller must learn.

If you think Google’s removal of third-party cookies for Chrome browser users requires a legal or technical solution, you would be wrong. Marketers should do this instead.

Is your organization on content autopilot? Learn how Hackensack Medical Health took back the controls and flew its content program to new heights.

Solo Brand ousted its CEO for a “disappointing” Snoop Dogg smokeless campaign. But the real disappointment stems from two blunders — one by setting the wrong goals and one by failing to build an audience.

Frustrated by executives who don’t “get” content marketing yet? Mix and match these six strategies to convert them into content champions (or at least get them clued in.)

Developing content requires you to think about the audience. You use demographic data. But have you considered the personality of your audience? Here's how exploring personality types can enhance your marketing strategy.