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How To Turn ‘Meh’ Ideas Into Marvelous Content

Ever received a not-so-great content idea at your organization? Don’t despair. Follow this idea transformation framework to turn it ultimately into successful content. …

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How To Snap Out of This Year’s Malaise – and Get Inspired for 2024 Content

All the disruption this year may have you feeling uneasy about your content work. But you can head into 2024 with a spirit of innovation, creativity, and inspiration with this renewed case for strategic content. …

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3 Questions About AI in Content: What? So What? Now What?

Getting your arms around the disruptions of generative AI presents an extreme challenge. A 20-year-old framework for self-reflection may help. Ask these three questions in proper succession. …

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Is OpenAI’s Custom GPT the Next Frontier?

You can make your own GPT. But what can a custom version of ChatGPT do for your brand? And what non-GPT thing do you need to make it really work? …

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7 Content Examples Worth Savoring on Thanksgiving

Dig into this surprising and award-winning content smorgasbord. It’s got gin, Ryan Reynolds, vegan mayo, Oscar the Grouch, and more to delight and inspire your content taste buds. …

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McKinsey Publishing Leader Asks This Question To Prompt Career Decisions

Raju Narisetti wasn’t sure how he’d fare as the global publishing leader at McKinsey & Company because he had never done B2B publishing. Almost four years later, he’s still there and earned a 2023 Content Marketer of the Year finalist nod. …

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Treat Your Marketing Database as an Audience? That’s a Mistake

Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, let’s start with a marketing database is not an audience. …

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How Volvo Penta’s Adventurous Campaign Shook Up Marine Leisure Marketing

To reach a younger, more diverse audience, Volvo Penta’s agency dove into an innovative content strategy. The resulting videos and supporting campaign earned millions of viewers, changed industry conversations, won an award, and earned a spot on the Content Marketing Project of the Year finalist list. …

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Why Most Video Content Fails To Reach Its Full Potential [New Research]

An important tool for creating human connections, video stands as a top priority in most content marketing programs. New CMI research explores how marketers are using this format – and what they need to achieve better results. …

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Does CEO-CMO Alignment Go Far Enough for Business Growth? Probably Not

New McKinsey research says business growth is more likely to occur if CEOs and CMOs agree on marketing’s role. That makes sense, but that conclusion stops short of identifying what marketing really needs to do. …

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Is Social Media Even Worth It Anymore?

With engagement and website traffic from social platforms dwindling, many marketers question whether to continue spending time, budget, and energy on social media content. Take stock of what you want from social media participation – and how to get it – with these tips. …

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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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Is Speed, Not AI Technology, the Real Enemy in Marketing?

Marketers are due for an epiphany. Speed is the name of the tech game. But what won’t you delegate to technology in the name of successful marketing? …

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Marketers Say They Know the Missing Ingredient for Success – Are They Wrong?

New research finds marketing is not aligned operationally. No surprises there. But the study’s takeaways miss what you need to do to fix that. We have a thought. …

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5 Writing Tricks That Treat Audiences to Better Data-Based Stories

If the thought of numbers sends you running into the night, try these tricks to become the writing wizard of numerals. No addition, subtraction, multiplication, division, or other calculation required. …

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Why Your Content Team Needs Rule Makers – and Rule Breakers

Content teams often resist creating rules because they don’t want to operate in a box. But that’s a mistake. Without rules, you lose the ability to benchmark the standard – and learn from the creative rule breakers. …

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Adobe’s New Icon Brings Authentication of Visual Content in the Era of AI

Adobe unveiled a new icon that allows marketers to adopt a better transparency strategy in this era of generative AI. Here’s what the new Content Credentials feature means for you. …

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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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B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]

B2B marketers reveal their most common challenges, what they’re really using AI to do, whether their leaders understand their work, and where they’ll spend their budget. Find the answers in CMI’s latest research report. …

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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. …

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Why Investors Trust Marketing, But Not Marketers [New Study]

A new study of financial analysts makes a revelation that will surprise marketers. They get your importance, but only if you achieve this. Learn what they have to say and how it should affect your work. …

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How Purdue University’s Award-Winning Video Transformed Recruitment With Emotive Storytelling

Purdue University let a girl envision her future, and audiences followed along. The storytelling unseated Purdue’s previous No.1 video on its YouTube channel which had 15 years of views. Discover the four lessons it teaches to manifest better video marketing. …

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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. …

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How To Write Headlines That Hook: 8 Questions To Ask

Headlines don’t just matter; they act as the life or death of your content. If you can answer yes to some or all of these questions, your headline is well positioned for a good life. …

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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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5 Highlights You May Have Missed at Content Marketing World

Where is content marketing going? How can you forge a path ahead? Catch some of the breakthrough thoughts emerging at this week’s Content Marketing World. …

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