Stories By Ann Gynn
How To Set Content Marketing Goals That Matter to the Business
Struggling to get a marketing budget and recognition? Ditch nebulous marketing goals like brand awareness in favor of goals that use sales language like generate, grow, drive, and retain. Start with these four to prove real business impact.
Stuck in a Creative Rut? 5 AI Prompts To Help Your Content
Stuck, tired, or uninspired writing content day after day? Get an AI partner to help you out of the creative mire. Start with these five prompts.
Boot Barn Kicks High and Low in Its Event Content Marketing Strategy
Boot Barn turned a simple fashion show into a multimedia event and content strategy. Learn what every B2B and B2C marketer doing events should do to get the most from all that investment.
GSK Targets Patient-Adjacent Audience With Award-Winning Initiative
Most companies target their content to people who will use their products. But GSK did it differently. It targeted a patient-adjacent audience with its Carerhood program, which was named Best Content Marketing Program in Health Care.
Check Your SEO Strategy Vitals With These 5 Questions
The recent precipitous drop in search traffic at HubSpot prompted a lot of squawking. While you don’t need to care about HubSpot, use the hullabaloo as a reminder to check in with your own SEO base. Is it still valid for your audience?
Why the Future Depends on Responsible Marketing (and Tips From a Pro)
Don’t end your brand’s purpose, inclusive, cause, conscious, multicultural, social impact, and sustainable marketing. Just unite them under a single umbrella — responsible marketing. It’s for the good of your brand and the world.
Why Diversity and Inclusion in Content and Marketing Matter as Much as Ever
The cancellation of diversity, equity, and inclusion programs doesn’t mean marketers can stop welcoming all segments of their audiences. That’s bad for business. Here's how to create content that resonates.
How To Sell Your Biggest, Bravest Ideas — Lessons From a ‘Marketing Baddie’ [Video]
Take the lead on innovation and creation with your brand’s content and marketing. Learn how to get the buy-in and budget for innovative ideas with this advice from one marketing baddie (SAS’s Amanda Wise) to another (you).
8 Brands Give Meaningful Responses to L.A. Wildfires and Other Natural Disasters
When disasters strike, many companies send up “thoughts and prayers.” Rarely is that messaging enough. Learn how marketing can get involved to turn those thoughts into actions that actually help.
How To Decide the Ideal Publishing Frequency for Social Media, Blogs, Emails, and More
Benchmark publishing frequency charts are nice, but they shouldn’t be your only research. After all, audiences aren’t homogenous. To help decide how often to publish on multiple channels, develop a strategy with this expert advice.
Forget Fear, Joyful Marketing Works: Examples From Top Brands
Joy can be a successful element of your marketing strategy. But marketing with joy doesn’t mean promoting unrelenting optimism. Learn how companies — Purina, Dramamine, Nike, and others — approach joy in their content.
How To Write a 1-Page Content Marketing Strategy in a Few Hours
Develop a content marketing strategy in one page. It can ensure your team and business leaders will actually read it and lead in the same direction. Get started with these seven easy steps.