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How One Content Leader Launched a 150-Year Old Brand Into the Modern Era

R. Ethan Braden revamped Purdue University's old-fashioned comms team to enchant audiences with captivating content – and doubled the school's commitment to marketing. Here's a look at his content approach – and why he's the 2023 B2C Content Marketer of the Year.
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How The Humane Society Makes Emotional Connections Through Print and Digital Content

Combining cute puppy images and hard-hitting advocacy requires deft hands. It’s a challenge the Humane Society content team manages year after year. Here’s how Emily Hamlin Smith, Content Marketer of the Year finalist, makes it happen.
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Social Media’s Decline Creates Opportunity for Events (If Done the Right Way)

As social media becomes less social and more media, you can still capitalize on the human desire to socialize. Events offer one way to do that. Just remember to craft a strategy for the content regardless of the channel.
controversial-content-framework

How a Dash of Familiarity Makes Controversial Content More Palatable

Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
trust-in-content

Buyers Want To Trust Content. But Do They Value Yours? [New Research]

The 2023 Trust in Marketers research finds buyers generally trust brands’ content. But they also are less likely to find value in it. How can you bridge that gap? The answer’s pretty simple. (Well, maybe.)
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3 Questions To Help You Evolve Your Content and Marketing [CMWorld Recap]

The big Content Marketing World takeaway: You don’t need radical change to evolve your content marketing program. But you do need to make decisions that help you understand your mission better, find surprises in the familiar, and take a scientific approach to change. Ask these questions to get started.
audience-centric-content-strategy

How To Build a Content-Driven, Audience-Centric Content Strategy

What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
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The Ecopreneurs: A Win-Win-Win-Win for Salesforce, FORTUNE Brand Studio, Entrepreneurs, and Audiences

Salesforce and FORTUNE Brand Studio partnered to create The Ecopreneurs, an 11-episode series for Salesforce+ whose impact went far beyond the streaming platform. Here’s how this Project of the Year finalist turned long-form storytelling into big results.
content-marketing-strategy

The Inside Scoop on Content Marketing Strategy (the Book and the Practice)

A new book launching Wednesday will help your company build a media brand around its content. (You won’t be too surprised by who the author is.)
changes-in-content-discovery

5 Content Discovery Trends To Inform Your Marketing Strategy

Content consumption patterns have stayed mostly the same in recent years. Content discovery hasn’t. Consider these five trends as you plan your content and strategy for 2024.
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How State Farm Turned a Viral Ad Into an Award-Winning Content Campaign

State Farm didn’t let interest cool down when its ad with NFL quarterback Patrick Mahomes and his jazz bath went viral. Learn what they did and the mega numbers brought to the brand through this award-winning campaign.
ai-content-marketing

How To Put AI To Work for Better Content Marketing

How do you put AI’s content marketing capabilities in play for your brand? Experts presenting at Content Marketing World share what to do – and what not to do.