Most brands focus on market share, but the real drivers of long-term success are mindshare and heartshare — earned through trust and perceived need. If customers don’t trust you, they leave. If they don’t see a need, they ignore you. Our Relationship Opportunity Quadrant helps brands map where they stand and what to do next—whether it’s deepening loyalty, rebuilding credibility, activating demand, or sparking relevance. Where does your brand fall?

Brands obsess over proprietary systems and locked-down processes, but the truth is—trust and relationships drive real differentiation. Companies with high employee engagement see 21% higher profitability, and those that invest in customer loyalty generate 120% more revenue than their competitors.

If you want to stand out, stop looking for something to protect. Start investing in what can’t be replicated.

Our Instructional Marketing Checklist helps us ensure that the content we deliver follows the best practices of instructional design, learning theory, and journalism. It’s how we capture the attention of and engage your audience so they remember what they’ve experienced and champion your brand.

Content guidelines inform every brand’s marketing activities – defining how to source, develop, and distribute content to be in line with its brand voice and values. Today, the content guidelines Program 11 develops for brands include an addendum: AI content principles.

We’re sharing the five questions – with accompanying checklists – that we ask marketing leaders when we develop their AI content principles. Use these as a template for your own AI content principles to share with your team, your customers, and your partners.

One of the most fun things we get to do as content strategists and creatives is to design user personas. It’s our opportunity to make “real” the hypothetical audience we’ve been talking to until now.

What is content? Is it nothing? Is it everything? As we evolve from the era where blogs command every content marketing campaign, content is becoming more difficult to define.

Brands are switching live events, face-to-face sales calls, and classroom trainings into online experiences. But how do you make them...great?

We’re being asked to design new online experiences for brands to help engage audiences. “Instructional designers” are one step ahead of us.