Why you don’t have an audience

And what you can do about it. [View Message in Browser]( / [Add Us to Safe Sender List]( You won’t get this newsletter next week because of the Thanksgiving holiday. We’ll return with new stories on December 1. Enjoy the quiet(er) week. WEEKLY NEWS 11.17.23 WEEKLY NEWS 11.17.23  FEATURED [7 Content Examples Worth Savoring]( By Jodi Harris Dig into this surprising and award-winning content smorgasbord. It’s got gin, Ryan Reynolds, vegan mayo, Oscar the Grouch, and more to delight and inspire your content taste buds. [Read more](  MORE OF THE WEEK'S BEST STORIES [Is OpenAI’s Custom GPT the Next Frontier?]( by Content Marketing Institute Team Now, you can make your own GPT. But what can a custom version of ChatGPT do for your brand? And what non-GPT thing do you need to make it really work? [The Career-Guiding Question McKinsey’s Publishing Lead Always Asks]( by Ann Gynn Raju Narisetti wasn’t sure how he’d fare as the global publishing leader at McKinsey & Company because he had never worked in B2B publishing. Almost four years later, he’s earned a 2023 Content Marketer of the Year finalist nod. [Do You Treat Your Audience Like Your Marketing Database? That’s a Mistake]( by Robert Rose More marketing teams now recognize the value of building an audience. But what does that mean? Haven’t content marketers already been doing that? Yes and no. [ICYMI: How The Humane Society Makes Emotional Connections Through Print and Digital]( Dawn Papandrea Combining cute puppy images and hard-hitting advocacy requires deft hands. It’s a challenge the Humane Society content team manages year after year. Here’s how Emily Hamlin Smith, Content Marketer of the Year finalist, makes it happen.  A NOTE FROM ROBERT ROSE Why you don’t have an audience Modern marketing’s evolution leads to what we classically understand as “content marketing.” Take consulting firm McKinsey’s definition: “Modern marketing is the ability to harness the full capabilities of the business to provide the best experience for customers and thereby drive growth.” Or look at the American Marketing Association’s explanation: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Now, compare those to the Content Marketing Institute’s definition of content marketing written more than a decade ago: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” I won’t stretch the comparison too far because the definitions involve an integration, not a replacement. Classic marketing and content marketing have always had an intricate relationship. But the new, pronounced focus on operating like a media company – and getting your owned media house in order – is telling. More and more marketing teams recognize the value of building an audience. But haven’t you already been doing that? When asked about building an audience, your content team might say, “We have an email list. We’re gating some of our content to build our marketing database.” The demand generation team might say, “We have a marketing automation system that drips content to our prospects. We use technology to gather intent data about those people.” The sales team might say, “We have a whole re-messaging program for people who fall out of the funnel and send them our wonderful content.” Altogether, you shout: “We have an audience!” But you don’t. Your marketing database is NOT your audience. Let me put it hierarchically: You have an audience. Some of whom also might be prospects, leads, and customers. You should value the audience inherently differently than your marketing database. In [Rose-Colored Glasses]( this week, I explain how an audience differs from leads, prospects, or any database that falls along your buyer’s journey. I also offer three ideas to help you start (or continue) building. I hope you find them helpful. [Let me know](mailto:Robert@contentadvisory.net?subject=Weekly%20Alert%20–%20audience%20not%20database). It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  SPONSORED CONTENT Maximizing CMS for Omnichannel Experiences Learn what it takes to choose a content management system (CMS) that future-proofs your business. Get real-life examples and insights from industry experts. [Download the report »]( Maximizing the Top 7 Trends in Customer Experience What does it take to create unparalleled customer experiences in 2024 and beyond? Discover seven transformative trends in CX and learn how to act on them today. [Free download »](  Calling All Content Connoisseurs and Demand Gen Gurus! Dust off your crystal ball. Tell us what trends, challenges, and evolutions you foresee for 2024 — and get exclusive early access to the results. [Take the brief survey »](  MORE FROM CMI Don’t Miss Your Content Marketing Certification Savings There are only two weeks left to save on CMI’s new [Content Marketing Certification]( brought to you in partnership with the American Marketing Association! Packed with the latest in content marketing expertise, the 15-hour course (developed and taught by Robert Rose) will help you advance your content marketing skills. As a special offer this November, new students save 20% – use code BLACKFRI20 when you enroll by November 30. [Enroll now »](  Next Week’s Livestream: Get Your Video Content to Reach Its Full Potential Do you face challenges with your video content creation efforts? Join us on Monday, November 20 at 12 p.m. ET, for the next Ask the #CMWorld Community livestream as CMI host Amanda Subler sits down with Amy Balliett, Sr. Fellow at Material, and Theo Thompson, video strategist and owner of Nourish Social, to chat about steps you can take to make sure you get the most out of your video and visual content. [Mark your calendar »](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]