Define your message—before you start creating content

Does this scenario sound familiar? Two months before a new product launch, you need a lot of content, and you need it fast: a web page, solution brief, blog post, infographic, tweets, and more. But your content creation team has more questions than answers.

Sure, you’ve

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Ingredients of a successful rebranding campaign for IBM

Rebranding a product line may seem simple to outsiders, but to those responsible for implementing the strategy, it’s an intense and meticulous process.

In the IT industry, brand loyalty tends to be a cumulative process that occurs over months and years of relationship-building. But there are

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The creative brief: Your map to a successful content journey

Setting off on an adventure without plans or a map can be thrilling. You can let the wind take you where it will. Unfortunately, using that approach for a content marketing project can lead to disaster. Establishing your goals and sharing key information with the

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Technology Marketers Hold Steady with Content Marketing [Exclusive Research]

Technology marketers are an interesting group. They report the highest adoption rate of content marketing among all groups of marketers we survey: 95 percent. However, they face a host of unique content marketing challenges:

They are tasked with creating many types of content for numerous points

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