You’ve read the headlines, clicked the research, and gone down the generative AI rabbit hole. Yes, it’s got great hype people. But they all miss the first lesson of generative AI and marketing.

Recent research finds that almost nine out of 10 C-suite B2B marketers believe tapping employees as influencers holds immense value. But how do you scale your content efforts to enable those creators? Think like a movie director. Here’s how.

People often quote Steve Jobs and Bill Gates about leadership. Marketers often go to men in their industry for expert and customer quotes. It’s time to elevate the voices of women and other underrepresented communities in your content.

The mega-hit Friends producers adopted a behind-the-scenes strategy that balanced the budget and delivered some of the best episodes. Consider a similar strategy for your budget-impacted content plan.

Being asked to use AI to “do more with less” isn’t as easy as it sounds. It all rests on whether you emphasize “more” or “less.” Learn what that means for incorporating AI in your marketing strategy.

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.