When Kira Mondrus joined SecureWorks, she wouldn’t start content marketing without personas and journey maps. She and her team built that necessary foundation and found success. Now she’s a 2017 Content Marketer of the Year finalist.

Joe Pulizzi shares an excerpt from his and Robert Rose’s upcoming book – Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. The duo reveals how most businesses approach marketing the wrong way.

Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.

If you have the time for extensive buyer personas, that’s great. But what if there’s a quicker way? You won’t get the same meticulous data, but you will have a solid foundation – and the time – to create relevant content.

What you sell often is primary to the company mission, and in turn, to your content marketing mission. That results in self-serving content that does nothing for the audience and wastes brand resources. What if you focused on the why?

Fred Graver, a four-time Emmy-winning television producer and former head of Twitter TV, uses social data to fuel his new creative series. Learn why he thinks Twitter is a go-to resource and how you can use it to inform your marketing.

Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not?

What would you give to read your customers’ minds? Read these tips from the self-proclaimed search guy for getting as close as possible to mind-reading by using resources hiding in plain sight.

Joe Pulizzi and Robert Rose reveal the Media Marketing Revenue Model, and give a glimpse into their upcoming book, Killing Marketing. It covers the 10 ways any organization that builds an audience from its content can generate revenue.

Create one-sentence user stories for your content marketing program. They put audience needs at the center of content production, support efficient teamwork, and encourage interdepartmental communication. 

Customers' concerns vary across regions and cultures. Yet, many companies don’t consider regionalization in their buyer personas and miss valuable business opportunities. Learn from three companies that recognized their persona mistakes.

Webinar day arrived. Six people attended. A content marketing disaster. Yet, that webinar campaign was the most effective one to influence the deals that got done. How? Account-based marketing. CMWorld presenter Joe Chernov explains.