Prospects follow a messy path to buying. Does that mean you should give up on the straight path buyer-journey model? Nope. Organize your content so it’s ready for the mess, while keeping those stages in mind. Here’s how.

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.

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.

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.

What if watching Netflix could improve your content marketing? Learn three lessons (or reminders) discovered while binge-watching a show designed to help short-term housing rental property owners.

Whether you’re new to or knee deep in your brand’s content marketing program, answer these seven questions. If you have or can come up with good answers, chances are you’re going to have better long-term success.

With 700 product families marketed in silos, Cisco and its prospects encountered a fragmented experience and an ineffective content marketing process. So they flipped the framework and things are changing. Learn how they’re doing it.