Have you ever felt this relieved to realize things are about to change? The prospect of safe and effective vaccines suddenly on the horizon has me looking to 2021 with renewed optimism. But we’re not there yet.
No matter what positive changes loom, 2020’s wake continues to rock many boats. The stories we’ve gathered in this issue (some new, some previously published but especially relevant) offer clues to how content marketers can help our businesses and audiences through these choppy times. They prescribe a tight focus on what you can control: relationships and actions. Each of these requires a level of empathy and bravery that goes beyond the norm, and you’ll find ideas exercising or building those muscles here, too.
Oh, and speaking of change, you might notice this issue looks and feels a little different. I hope you enjoy this preview of what’s in store next year.
Editor-in-Chief: Jodi Harris • Editorial Consultant: Ann Gynn • Creative Director: Joseph Kalinowski • Feedback: cmi_info@informa.com
How to Convince Your Company’s Brain Trust to Trust Your Content Team Executives and technical experts hold the keys to uniquely powerful stories. But wrangling these apex collaborators is a challenge. Follow this advice to extract their wisdom so you can distill it for your audience.
When Should Brands Take a Stand? Professional troublemaker (and 2020 B2C Content Marketer of the Year) Luvvie Ajayi Jones offers a helpful guide on how to decide.
Hey Google Analytics, Can You Add This Sweet Metric? Andrew Davis offers Google’s head of analytics some unsolicited advice about the one metric content marketers crave.
Activate Empathy: Manage It, Measure It, and Market With It Creating empathetic content requires a deep understanding of your audience. Try this four-step process to get it.
Content Experts Share What Matters Most in 2021 How can you build a content plan for 2021 when you don’t have a clear picture of what’s going to happen tomorrow? We invited seven experts to hash out the key issues, priorities, and ideas that should shape your content marketing strategies and initiatives in the coming year.
We Can – and Should – Do More Than Talk About Diversity Marketers sometimes shy away from addressing issues like racism, bias, and discrimination for fear of saying the wrong thing. But silence leaves influential audience members out in the cold – and potential revenue on the table. Take this advice, then take a stand.