Limited data has prompted B2B marketers to jump to conclusions for years. That skill could come in handy to thwart generative AI tools’ jumping to false conclusions. And it may even let you define or redefine the content in your industry. Continue reading
Facts Won’t Cut It: How To Use Point of View Architecture To Create Trust
Facts get fuzzier and grow exponentially in this digital media era. You cannot stop that. However, you can give your audience something to believe in. Enter the point-of-view architecture for your brand. Continue reading
Why You Should Hit Pause on Content Tech (Yes, Even AI) Until You Answer This
Marketing tech, including AI tools, can seem like shiny objects to solve your marketing challenges. But don’t look at them too closely without answering this question first. Continue reading
How To Map Content to Customer Intent (and Make Your Sales Team Happy)
Plan your content to match customer intent with this no-tech, three-step process. You’ll end up with content that helps both your prospects and your sales team. Continue reading
Don’t Waste AI and Human Potential – Push Them Both To Do Better
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. Continue reading
Are You Optimizing Content for a Library or a Network? The Distinction Makes a Difference [Rose-Colored Glasses]
The ideal content optimization framework considers intent, authority, internal context, and external context. Here’s how to build one that works for the way audiences find and consume information today. Continue reading
Mnemonic Content Strategy Framework Can Spark Conversations [Rose-Colored Glasses]
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. Continue reading
AI Can’t Imagine Distinctive Content (But It Can Help You Create It) [Rose-Colored Glasses
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. Continue reading
3 Ways To Know If Brand Awareness Gets Your Marketing on Base [Rose-Colored Glasses]
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. Continue reading
When Did Your B2B Team Stop Caring (and What To Do About It) [Rose-Colored Glasses]
When did B2B marketing teams stop caring? Sure, they care about their jobs. But many don’t seem to care about the topic of their employer’s business. And that’s a problem. Continue reading
