With organic search re-emerging as a cornerstone strategy for CMOs, top brands are harnessing AI to accelerate their search engine optimization (SEO) efforts and bring more efficiency to a traditionally cumbersome and resource-intensive practice. This article explores how AI can streamline the process without sacrificing quality or strategy. What’s driving the renewed focus on organic search? Intense pressure to optimize spend amid economic uncertainty. With advertising costs continuing to rise, marketers are leaning again into SEO as a more sustainable and cost-effective solution to overshad ..read more

Subscribe to our monthly newsletter, Content & Context, to receive more insights on the evolution of content from Skyword CEO, Andrew C. Wheeler. We’re living through the decline of mainstream media, and as marketers, we have a role to play in filling the void. Like many of you, I’ve been struck by the recent wave of sweeping layoffs and program cancellations at prominent publications like The Washington Post, Vox, Condé Nast, and NPR. No major media conglomerate has been spared. But while this may seem sudden, it’s actually been a long time coming. For years, Pew Research has reported a c ..read more

A Content Disrupted podcast with Sofia Hernandez, Global Head of Business Marketing at TikTok. Access this and more Content Disrupted episodes on Apple Podcasts, Spotify, or Google Podcasts. Observing what’s trending on TikTok, you can discern a tremendous amount about what piques people’s interest and how they prefer to consume information. This week, we spoke with TikTok’s Global Head of Business Marketing, Sophia Hernandez, about the evolution of brand storytelling from the importance of diversity and risk-taking to the innovative strategies shaping the future of content and brand marketin ..read more

Subscribe to our monthly newsletter, Content & Context, to receive more insights on the evolution of content from Skyword CEO, Andrew C. Wheeler. It’s no surprise that Merriam-Webster’s 2023 word of the year was “authentic.” According to Webster’s, our cultural obsession with discerning the ‘real’ from the ‘fake’ is surging—when it comes to everything from media and politics to individuals, organizations, and products. Generative AI is at the center of this phenomenon. The fact that algorithms are now capable of generating human-sounding content in seconds, has sparked debate over whether ..read more

A Content Disrupted podcast with Axel Kirstetter, Vice President of Global Product Marketing for Guidewire. Access this and more Content Disrupted episodes on Apple Podcasts, Spotify, or Google Podcasts. How often does your marketing team produce content based on internal opinions or requests? Many of us are guilty of this practice, despite knowing it’s ineffective and wasteful. In this conversation with Axel Kirstetter, VP of Global Product Marketing at Guidewire, we explore methods to enhance your marketing’s precision, effectiveness, and efficiency through just-in-time content operations—a ..read more

Subscribe to our monthly newsletter, Content & Context, to receive more insights on the evolution of content from Skyword CEO, Andrew C. Wheeler. We’re swimming in an ocean of data, and content is the biggest fish in the sea. It accounts for 60% of the estimated 97 zettabytes of data today, with 90% created in just the past two years—explosive growth driven by the changing digital marketing, creator, and AI landscapes. When I think about this trajectory and how it’s accelerating into 2024, it’s evident that marketing leaders must make two fundamental commitments to continue driving busines ..read more

A Content Disrupted podcast with Dusty DiMercurio, Senior Director of Industry and Portfolio Marketing at Autodesk.  Access this and more Content Disrupted episodes on Apple Podcasts, Spotify, or Google Podcasts. At Autodesk, content marketing started as a program to drive demand within a new audience segment. Today, it’s crucial to the enterprise’s overall growth strategy. In this episode, we talk to the marketing leader behind that evolution, Dusty DiMercurio, about how to ensure content marketing plays a high-impact role in the business, from the content activation strategies that work to ..read more

So far in this series, we’ve explored how to use an existing market research report to inform healthcare content marketing and content strategy. We’ve kept things pretty high level, but today, we’re going to dig into specifics. Using the HFMA study, Health System Purchase Plans 2023, I’m going to walk you through the specific information I would pull from this report and how I would translate it into content strategy. The reason this type of study is so valuable for marketing leaders is that it helps you build an informed understanding of the purchasing priorities of healthcare organizat ..read more

“Half of them are working off instinct and hunches.” That comment is about healthcare providers and their budget decisions. It came from the head of sales of one of my healthcare SaaS clients. He was saying that a good number of the providers he talks to—instead of rooting their business decisions in data and patient feedback—are leaning into their “gut,” assuming experience will be all they need to hit their business goals. And their results are spotty, sometimes even disastrous. Ironically, many healthcare vendors make the same mistake with their marketing. They’re building stellar ..read more

A Content Disrupted podcast with Ardath Albee, CEO of Marketing Interactions. Access this and more Content Disrupted episodes on Apple Podcasts, Spotify, or Google Podcasts. Buyers are fed-up with irrelevant, unhelpful B2B content. As business buyers have become more self-reliant, their needs and expectations have evolved and, sadly, we’re not doing enough to keep up. Delivering the content we ‘think’ our customers want has proven ineffective. According to Forrester, a whopping 85% of marketers say their content doesn’t deliver business value. What can we do to change that? Ard ..read more