By Michele Linn published September 4, 2018

How to Explain Content Marketing to Anyone [Fresh Examples]

When people learn you’re in “content marketing,” do they give you a quizzical look or directly ask, “What exactly is content marketing?” Here’s how to explain it simply with real-life examples everyone will understand. Continue reading

By Carla Johnson published August 31, 2018

How Content Takes the Stage to Change Brand Perception [Example]

Content stands center stage for a brand shifting its reputation from a focus on gambling and Vegas to one known for entertainment throughout the world. Leading the effort is this Content Marketer of the Year finalist who shares lessons learned. Continue reading

By Carla Johnson published August 24, 2018

How LinkedIn Spun to the Top of Search for LinkedIn Marketing

Five years ago, LinkedIn wasn’t the top result for searches related to LinkedIn for marketing. That’s changed as this Content Marketer of the Year finalist and team went from a single song to a symphony of multimedia jams. Continue reading

By Carla Johnson published August 17, 2018

Xerox Prints New Vision With Marketing

How do you convince today’s workforce that printers are a powerful tool worth their consideration? A multi-pronged marketing campaign that led Xerox’s Bertrand Cerisier to a Content Marketer of the Year nomination. Continue reading

By Robert Rose published August 15, 2018

Want to Prove Content’s Success? Stop Measuring It

The business value of content marketing cannot be measured by standard content metrics (views, time on page, shares, etc.) Value lies in the behavior change of the audience affected by the content. How can you measure real value? Continue reading

By Carla Johnson published August 10, 2018

How Content Marketing Became One Brand’s Trusted, Unified Source

Looking beyond building data for the human stories at a commercial real estate company offers many lessons for all content marketers. And it’s what helped JLL’s Glenn LaFollette earn a Content Marketer of the Year nomination. Continue reading

By Clare McDermott published August 9, 2018

Are You Really Smart About How AI Works in Marketing?

What are the most interesting, unusual, and worthwhile applications of AI in marketing? Discover how machine learning and predictive analytics are reshaping the marketing landscape and what new tools marketers are piloting. Continue reading

By Carla Johnson published August 3, 2018

Aon Shares Why Its Content Scorecard Is a Must

One-dimensional views of a story’s effectiveness don’t cut it at Aon. Evaluating the impact of its brand journalism platform led its senior director of content to customize a scorecard. She’s a Content Marketer of the Year finalist. Continue reading

By Bethany Johnson published August 2, 2018

How to Unite Brand Storytelling and Marketing Tech

Marketers didn’t invent the tech for bots, mobile apps, and productivity tools, but they can entice their audiences to use them. Welcome to the sweet spot of content and tech, a hybrid embraced by forward-thinking marketers. Continue reading

By Carla Johnson published July 27, 2018

Symantec Wins at Content by Responding to Its Audience

Symantec’s director of content marketing built an operation around a key insight from customers. Learn how this Content Marketer of the Year finalist hit on a content formula that’s doubled site visitors and attracted budget. Continue reading