Audience Insights
Trends
Content Marketing Career Paths: What Can You Expect in 2023?
With content marketing being a relatively new career path, it can be tough to find the data we need to plot our next career move and ensure we’re being compensated fairly. To fill this information gap, Content Marketing Institute (CMI) recently surveyed 1,163 content marketers to produce a data-driven report ...
Trends
4 Consumer Trends Impacting the 2022 Holiday Shopping Season
Wondering how to make sense of the 2022 holiday season? You’re not alone. Between sudden changes to consumer spending in light of recessions woes, shifts in technology and payments, supply chain disruptions, and evolving consumer trends, marketers and retailers everywhere are trying to get a grip on what’s shaping up ...
Profiles
Radical Transparency: A Pfizer Masterclass in Developing Earned Trust
Dive Into a Marketing Masterclass with PfizerAt Content Marketing World 2022, Industry Dive’s Robin Re (VP, Marketing) sat down with Pfizer’s Ellen Gerstein (Senior Director, Digital Communications) to uncover how Pfizer leans into journalistic, data-driven storytelling to build trust, drive brand growth, and solidify reputation in an age of skepticism.Watch ...
Best in Class
Parachute Is Fast Tracking as a Lifestyle Brand Using Consumer-Centricity as Its Guide
Parachute started as a sleepy little bedding brand in 2014. In those early days of e-commerce, it was one of the first to introduce luxury bed linens online, previously a department store staple.Early adopters who took the chance to order online loved Parachute sheets. They rapidly spread the word and ...
Best in Class
How a Software Company Built Trust in the Developer Community
Software developers are notorious for rejecting marketing in almost any form. Their sniff test for inauthenticity rivals that of world-class sommeliers. But a few brands crack the code, turning skeptics into fans. How Auth0—a software company that was recently acquired by Okta—did it is a lesson for any marketer looking ...
How To
6 Ways to Build Trust With Your B2B Audience
At a loss when it comes to building trust with your B2B audiences? It doesn’t have to be difficult or complicated. Follow these principles — underscored with expert commentary from Industry Dive’s Robin Re (VP, Marketing) and Pfizer’s Ellen Gerstein (Senior Director, Digital Communications) — to create authentic content that ...
