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.

Content marketing should have a place in in-house marketing agencies. But what exactly should it be? Newly released research indicates what’s happening now, but we share an idea of what you should be doing.

Over half of marketers say they need more budget to get better-than-average results from their video content. But that financial boost may not be necessary with these tips to shoot quality video from a mobile phone.

A new template in Google’s Looker Studio creates a dashboard to see how your awareness, engagement, and conversion metrics relate in real-time. That information can help you adapt your initiatives to better achieve the content’s goals.

It’s martech week in the news. Tuesday saw the second annual celebration of International Martech Day. And Scott Brinker released the 2023 edition of the Martech Landscape Map. How many solutions do companies really need?

What worked once to get your content discovered may no longer do the trick. AI tools are changing the way people search. Are you changing how your content gets discovered?

Readers consume about 20% of the words on a web page. How can you change that? Take time to craft a powerful game-changer – the introduction. These seven methods can help.

Stop buying into the trope, “AI won’t replace you, but someone using AI will.” Yes, humans are the differentiator but not like that (unless you have a misguided boss).

The PR Council this week published guidelines on how brands and agencies should act ethically when using AI content tools. Meanwhile, another survey highlights some problematic thinking about AI. Robert Rose explains it all today.

Stop asking questions when you interview content marketing candidates. Yes, that’s right. Kick the Q-and-Q format to the curb. Instead, try this technique to better assess your next content marketing team member.

Deliver the right message to the right person at the right time. But global companies face an added challenge – doing that in the customer’s native language. That's a translation strategy that must accompany their content strategy.

Short-term agility and speed could spell trouble for the long-term success of an innovative content marketing project if you focus too much on the content and not enough on the internal communication plan.