What’s in a name? In the data game, it could be a lot or nothing at all. Robert Rose sets the record straight on audience data origins, why it matters, and what it means for your content marketing future.

Surveys show audience research can bring bigger success. Learn how one brand used it to create impactful messaging, find the right channels, pick an effective distribution strategy, and create a campaign success confirmed in ink.

When the Sierra Club of Colorado needed to raise awareness and raise money to support its efforts, the grassroots organization used voice-of-customer research to get inside the heads of its members. (And it worked beyond expectations.)

Doing the hard work of content marketing doesn’t require being grandiose or controversial. But it does require “being more.” Only then can you have positive impact on your audience, your brand, your team, and even yourself.

Great marketing adds value that customers are willing to invest in and that can create wealth for the business. But not all customer investments involve a purchase. Learn and reflect on how you can develop an audience-as-customer business model.

A customer-centric content experience is the goal. But data management issues and an impending seismic shift may thwart that. Use these approaches to bridge the chasm created when Google, Apple, and others end third-party cookies.

How the heck are we ever going to get organized around content? It seems overwhelming. The answer? Be strategic using a combination of these four operating models.

Is it wrong to use audience data to personalize content? Unless they recognize their relationship with your brand, it can come off as awkward at best and creepy at worst. ContentTECH Summit speakers offer their tips for a smart personalization strategy.

Sales and marketing team alignment requires them to put the buyer first. Explore what indicates alignment success. And learn to craft buyer personas that work for sales and marketing using only five insights.

Your marketing database is NOT your audience. It has a different value. Explore what an audience really is, why it’s valuable to your brand, and how to build one.

Truly diverse and inclusive content marketing – the kind that resonates with your audience – requires far more than an image. It requires deep thinking, from audience research to team structure, from a style guide to user experience.

Great ideas can lead to successful content marketing. But getting support for your ideas can be tough. Discover the biggest mistakes made when pitching to get content marketing buy-in – and how to fix them.