New research from Gartner indicates marketers should focus less on policies around taking first-party data and more on the experience and value they provide in exchange for that data. Robert Rose explains.

Does true demand generation get the support it deserves from your brand? The kind that propelled millions to buy a Rubik’s Cube, a Toyota Corolla, or even an iPhone? Robert Rose explains why true demand gen is a must.

You don’t need a background in marketing to excel in content. You do need a clear focus on your audience's needs, program goals, and story ideas that support both. Here’s how TD Bank Group’s lead content strategist applied these concepts to build an award-winning program.

The best mentors listen, answer questions, and help. The best content marketers do, too. So #BossTalks, a multichannel content project featuring Salesforce’s unofficial mentor-in-chief Ebony Beckwith, had the ingredients of a smash hit from the start.

Your customers are changing. They aren’t going to accept excuses about insensitive campaigns or lack of diversity in your content. That’s why you need to L-I-S-T-E-N now.

To be a great marketer, you must know the people you’re trying to sell it to. Clear, robust marketing personas are an effective and time-tested approach to reach that goal.

When demand-gen campaigns don’t perform, your educational content could be the problem. Follow these four tips to attract more consumers, help them take action, and drive more productive and satisfying results.

Use this simple jobs-to-be-done framework to ensure the audience is always front and center when your marketing team creates content.

Transgender and nonbinary consumers often feel ignored in brand content conversations. Here are simple steps to make them feel more welcomed, along with examples from brands leading the way.

If you don't have an inclusive marketing strategy, you don't have a growth marketing strategy, says Michelle Ngome, founder of the African-American Marketing Association. She explains how to bake inclusivity into your content marketing strategy, planning, creation, and distribution in this article and...

Quality content isn’t enough to guarantee a satisfying experience for your visitors. We asked the experts speaking at ContentTECH Summit next month for a list of pitfalls that could sabotage your content's chance to impress. Here's what to watch out for.

What does it take to sustain a multi-year award-winning content marketing program? ServiceNow attributes its results to a combination of data science, segmentation, and a deep focus on audience needs and behavior. Here’s what to learn from the company’s success.