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.

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.

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.

Company leaders and some marketers think generative AI gives them miraculous new capabilities. They believe it requires a new strategy or a dedicated leader. And they would be wrong. Generative AI is an innovation, not an invention.

You need new energy and more creative approaches. You need the team to get out of its content and marketing rut. But if the org chart doesn’t change, you’ll just keep shipping the same old content.

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.

To grow a flourishing content garden of owned media properties, your company needs a person or team up to the task. And that’s an editorial product manager.

Budget pressures, unaligned teams, and a stew of content, tech, data, and AI integration challenges have marketers looking for help. Consider a talent cloud approach, which uses external assistance to build internal skills.

Don’t sabotage your year by blaming yourself or your team for something that isn’t working well or punishing everybody with an “improvement” plan. Instead, take this less-traveled path to success.

Selecting a word for 2024 can work better than making resolutions. The word becomes a theme or intention rather than a set of rules you will likely break. Here’s an option for marketers in 2024.

If you want to develop and keep your customer and audience relationships in 2024, you will need to strengthen those bonds. Here’s why that’s marketing’s new mandate – and how to make it happen.