How companies use generative AI tools reveals how they view content marketing. If they embrace a strategic approach, AI’s real power isn’t creating content.

New research indicates that almost every leader expects company culture's importance to increase this year. Yet, they may not have the necessary thinking or strategy to improve theirs.

Does it matter to content marketers if a writer uses ChatGPT, Google’s Bard, or other AI content creation tools? And if it does, what tools can help you in that assessment process? We tested four of them.

Try this five-step process to prime your team before brainstorming sessions. You'll have a better chance of finding fresh and practical ideas that align with your content strategy and audience.

To make the standard framework for content strategy easier to remember, think of the 5Cs – coordination, collaboration, content before containers, and channels. Then dig deeper into each concept. Here’s how.

Great ideas don’t lead to innovative content unless they align with the brand’s vision and audience understanding. Follow this advice from two experts on the subject and a brand that's found success.

What's missing from your content? Google's new AI-powered search results make this question even more important. And guess what? Another AI tool may help you answer it.

You can’t tie a baseball player’s stats directly to team wins. And you can’t connect a direct line from brand awareness to the bottom line. But that doesn’t mean you can’t measure the impact of brand awareness on the customer journey.

A new template in Google’s Looker Studio creates a dashboard to see how your awareness, engagement, and conversion metrics relate in real-time. That information can help you adapt your initiatives to better achieve the content’s goals.

What worked once to get your content discovered may no longer do the trick. AI tools are changing the way people search. Are you changing how your content gets discovered?

Stop buying into the trope, “AI won’t replace you, but someone using AI will.” Yes, humans are the differentiator but not like that (unless you have a misguided boss).

The PR Council this week published guidelines on how brands and agencies should act ethically when using AI content tools. Meanwhile, another survey highlights some problematic thinking about AI. Robert Rose explains it all today.