Your sales team finds four legit leads from 500 white paper downloads. What happened? Your audience wanted the info, it wasn’t interested in a transaction. Before you create and evaluate your content, think about audience intent.

We’re in 2019 and CMI is about to run up on more than a decade’s worth of experience. Let’s take a breath and see where we are. Quite honestly, we’re humbled at the level of innovation we’ve witnessed. It’s time for us to evolve too.

Most marketers don’t use these three successful tactics. And only two-thirds use the fourth tactic to get better content marketing results. Want to know what they are and how you implement at your organization? Read on.

The sales funnel is too rigid to accommodate the modern buyer’s journey, and too cold to represent the nurturing stance of content marketing. That’s why we need a more fluid, holistic model. Enter the marketing lifecycle.

If all you know about artificial intelligence is that it powers your martech stack, you’ll want to read these easy-to-understand explanations and tangible examples. (You’ll also discover how text mining revealed a breadstick problem.)

Every week, CMI’s chief strategy advisor writes a column. Today, its editor recaps the gems that challenge us to think differently about our roles as content marketers, the role of content marketing, and what success feels like.

Don’t launch a campaign only to have to issue an apology because your company offended a group in your target audience. Multicultural marketing isn’t an option. It’s mandatory for any business that wants to retain and grow its audience.

It may be tempting to cut straight to creative ideation, but don’t. Think strategically because when you follow a storytelling approach informed by data, your content will be more relevant to your customers’ needs and interests.

How do you adapt to a world far less forgiving and far more skeptical of the ways you capture and use data? Ruth Carter – internet, intellectual property, and business attorney – offers some perspective and advice.

How do you evolve your business strategy for the digital world? Don’t focus on inventing, focus on integrating a combination of changes to install the function of content as a business model. Here are four models to consider.

Generation Z is poised to take the marketing world by storm. Before you assume its content interests will sync with other digital natives, look at the significant ways this distinct group is rewriting the rules of brand engagement.

Average content marketers are far too concerned with the incremental instead of the fundamentals. This industry needs to reset to first principles – and fast. Find out why first principles are more important than best practices.