I’ve heard about more organizations kick-starting their content marketing strategy lately. That’s a welcome change from the past year when teams hunkered down to figure out generative AI and all the changes in social media and search. But I too often hear these teams say they’re trying to rebuild their…
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Why Brands May Be Saying Less But Not Doing Less for Pride Month
Does Pride Month seem quieter this year? No big controversies stand out like last year, but no creative campaigns — so far — stand out either. So, what’s going on with content and marketing celebrating LGBTQ+ communities? Is this quieter Pride Month a broader shift in advertising and marketing creative?…
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Quizzes, Games, and Polls [Examples]
A perplexing irony exists in content marketing. Though most content is static, interactive content usually delivers better results. Interactive content saw 52.6% more engagement than static content, according to an analysis of content engagement data by Mediafly. It also found that buyers, on average, spent 53% more time on interactive…
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How To Measure the Value of Your Audience (in Real Money)
Audience building is one of the hottest topics in marketing today. That’s why you hear so many software vendors claim their product will help you build, engage, measure, and convert “owned audiences.” I prefer the term “addressable audiences,” as it indicates that the people in this group have given you…
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Leaked Documents Reveal Search Algorithm Secrets
Depending on your age, you’ve heard of the Pentagon Papers and Watergate. Younger people may recall the Edward Snowden revelation or Wikileaks and Julian Assange. More recently, the Panama Papers made headlines. All these scandals arose through the unintended disclosure of documents. Well, this past week could be Google’s Panama…
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How To Create Headlines: A 7-Point Checklist
Headlines are the workhorses of content. When they work well, they pull readers into your articles, e-books, podcasts, etc. When they don’t work, they keep audiences away from even the most well-written content. The headline does more work than any other component of the content. It must attract interest from…
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Harness AI To Harmonize Your Brand Voice: A Step-by-Step Guide
A cacophony of brand voices hums in discord across your content spectrum. Getting them to sing together presents a challenge for even the most experienced content marketing professional. But a consistent brand voice is possible. With an assist from artificial intelligence, you can create a solution that brings harmony to…
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Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore
You’d think that a new company with the resources of OpenAI would have a straightforward path to building trust. They had no legacy brand problems to unwind, no historical scandals to overcome, and no CEO constantly planting foot into mouth. Until recently. OpenAI, the company behind ChatGPT, seems determined to…
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Coca-Cola Focuses Lens on Innovative, Lower-Budget B2B Content Play
When is your audience NOT your end customer? If you’re a B2B marketer, you know the answer. Your job requires engaging and winning over distributors, resellers, retail outlets, brokers, and even influencers who promote and sell your products and services. It’s a core focus of great content marketing. This month,…
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How To Use Content Curation To Deliver Fresh Ideas Without Added Resources
More content marketers should act like museum curators. Museum curators pick an exhibit theme, carefully select the artifacts, and organize them into a story that visitors will want to consume. By adopting a similar strategy, you — and, ultimately, your audience — will reap the rewards. You will create more…