A robust and well-rounded content strategy drives engagement, loyalty, and in some cases, conversion. But a content plan that works one year may not have the same success the next. Buyer expectations can change rapidly, as can economic impacts, industry trends and competitor efforts. Get the inside scoop on enhancing, energizing and optimizing your content strategy from the industry’s most prominent brand leaders and experts. Writers offer a behind-the-scenes look and advice on transforming your existing content strategy to be versatile and adapt to a rapidly changing marketplace and consumer audience.
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TheSkimm Launches In-House Creative Agency, SKM Lab

The studio aims to capitalize on a decade of audience insights and consumer data.

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Kraft-Heinz Says In-House Agency Is Making Its Ad Spend ‘Work Harder’

Chief growth officer Cristina Kenz gives a behind-the-scenes look at The Kitchen's international expansion.

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An Inflection Point for Marketers—and Adweek

Adweek must recommit itself to serving the marketer.

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Insider’s Paywall Pivot Hits Roadblock From Union Pushback

The pivot came as a response from Insider that some of its paywalled content failed to meaningfully convert readers to subscribers.

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EIBWC Podcast: Adweek’s Chief Content Officer Ann Marinovich

Chief content officer Ann Marinovich on the Everything Is Better With Creators podcast.

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‘It’s Not Just a Case of Let’s Move Everything Online’—How Saga Continues Engaging Over-50s

The company has begun to focus on experience over age in its communications.

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The Brands Reviving the Lost Art of Letter Writing to Drive Loyalty

The likes of Sweaty Betty, John Lewis and Gymshark are putting pen to paper to drive retention.

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WeTransfer Editor in Chief Isn’t Just Telling Stories—She’s Earning Oscar Nods

How Holly Fraser went from humble journalist beginnings to making award-worthy films.

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Social Confidential: Duolingo Leans Into Its Community’s Idea of Duo

Social Confidential takes a behind-the-scenes look into the language app's marketing strategy.

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Taboo Categories, Like Pooping, Inspire Tushy Founder to Innovate

Discover how Miki Agrawal disrupts lines that sorely needed elevating

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B-to-B and B-to-C Boundaries Are Blurring. Here’s What It Means for Marketers

Brands recognize the need to support both consumers and corporate clients.

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Eddie Bauer’s New Content Studio Launches With Exploratory Film Series

Eddie Bauer Productions plans to continue releasing new content throughout the fall, including feature films.

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3 Tips for Transforming Your Organic Brand Social Accounts to Create More Value

Here are some ways to connect with social audiences versus posting manufactured tweets.

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Showtime Partners With AnalogFolk on Content Strategy to Promote New Series

Showtime's partnership with AnalogFolk begins with the promotion of the new comedy show Flatbush Misdemeanors.

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The Next Era of Branded Entertainment Has Arrived. Here’s Why We Must Embrace It

The six-second video is out; award-winning storytelling is in.