Content marketing

The best stories usually start with an uncertain hero receiving their new mission, unsure where to begin, from the Lord of the Rings to The Princess Diaries. If you’ve been newly tasked with leading c...

Jennifer Clark leads Zoom’s lean content team with one goal: to prove that content drives revenue. She’s built a pod model that brings together product marketing, demand gen, and content. Everything r...

We’ve seen a ton of commentary online about optimizing content to get large language models or AI search tools to send you traffic — often dubbed LLMO (large language model optimization) or GEO (gener...

Sorry to be the bearer of bad news, but I’m willing to bet that beautiful 3,000-word buyer’s guide you just put together is not bottom-of-funnel content. And that case study with the big-name customer...

Most marketers—myself included—are suckers for a good framework. For content, the ToFu/MoFu/BoFu model is a classic that most teams still stick to. But is it working for you? For most companies, it’s ...