Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.

We trust artificial intelligence to drive our cars but not to recommend marketing strategy. But leading marketers are investing in AI – from personalization tools that “learn” from individuals’ behavior to predictive behavior tools.

When adidas launched GamePlan A, it put culture at the core of its content marketing strategy. Why? Because culture has the power to nourish longer-lasting and more-engaged relationships. Here’s what the sports company learned.

If you have the time for extensive buyer personas, that’s great. But what if there’s a quicker way? You won’t get the same meticulous data, but you will have a solid foundation – and the time – to create relevant content.

What you sell often is primary to the company mission, and in turn, to your content marketing mission. That results in self-serving content that does nothing for the audience and wastes brand resources. What if you focused on the why?

Fred Graver, a four-time Emmy-winning television producer and former head of Twitter TV, uses social data to fuel his new creative series. Learn why he thinks Twitter is a go-to resource and how you can use it to inform your marketing.

Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not?

What would you give to read your customers’ minds? Read these tips from the self-proclaimed search guy for getting as close as possible to mind-reading by using resources hiding in plain sight.

Don’t panic. Though the world of tech solutions for content marketers grows exponentially and your team may resist adopting new tools, there’s hope. Here are five steps to make onboarding a new tech tool easier and more effective.

Joe Pulizzi and Robert Rose reveal the Media Marketing Revenue Model, and give a glimpse into their upcoming book, Killing Marketing. It covers the 10 ways any organization that builds an audience from its content can generate revenue.

Create one-sentence user stories for your content marketing program. They put audience needs at the center of content production, support efficient teamwork, and encourage interdepartmental communication. 

This author wants to yell from the rooftops: An editorial calendar is not a content marketing strategy! It’s not an issue of semantics. It’s an issue that leads to a much bigger issue – less effective content marketing.