The most ingenious content strategies reshape what you’ve said in the past — and give you new perspectives for the future. Yes, that means you need a content audit. But it should also bring you closer to your biggest fans.

Everything you know about SEO may or may not be wrong. But so what? The smartest content programs never relied wholly on search. Optimize for content discovery – and your audience’s unasked questions — instead. Here’s why.

Getting buy-in for a new content marketing strategy isn’t easy. But once you’ve done it, the hard part really begins — doing the work. Try this process to move out of overwhelm and toward your content vision.

If you can’t measure it, it doesn’t matter, right? Nonsense. Brand-building through content and marketing pays off in many measurable and unmeasurable ways. Here’s how to convince business leaders to trust the process more than the numbers.

Content stole the spotlight at the Cannes Lions this week. Several award-winning campaigns focused on emotional storytelling rather than traditional advertising. Is this shakeup a genuine shift of content’s role?

In a polarized world, your brand needs a strategy to decide when to speak up. It starts with knowing what matters to the company and (usually) your audience. Use these seven scenarios and real-life examples to make your plans.

Marketers are a tough crowd. On one hand, they appreciate brands that offer extensive thought leadership. On the other hand, they know every content and marketing tactic in the book. New research offers insights (and a peek inside your peers’ opinions).

OpenAI’s many recent missteps devalue the currency brands should prize over anything else — trust. Here’s how to seize the kind of opportunity OpenAI appears willing to squander.

Laughing at content failures feels cathartic at times (there but for the grace of the audience …). But extreme reactions can have a chilling effect on creativity. Here’s the real lesson to take from Apple’s failed iPad Pro ad.

The TikTok “ban” grabs the headlines. But TikTok’s impact on other social media algorithms has a bigger impact for marketers. Is your content and marketing strategy ready?

Why do we call it generative AI when it doesn’t generate anything new? Renaming the much-discussed tech is just one of the ways Robert Rose suggests aligning expectations with reality. The other? Challenging people to aim for higher-quality ideas and deliverables.

Content marketing requires a nuanced measurement program that differs from traditional marketing analysis. Use this four-step process to design objectives, key results, performance indicators, and metrics that leave no question about your content’s impact.