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25+ New, Newly Updated, and Timeless Books Content Marketers Love



25+ New, Newly Updated, and Timeless Books Content Marketers Love

Updated Nov. 28, 2022

Content marketers love their books.

That’s apparent year after year when Content Marketing Institute compiles its holiday gifting list.

It was also apparent to anyone who saw the long line of Content Marketing World attendees waiting to get an autographed copy of Ann Handley’s new release. No surprise, the second edition of Everybody Writes was the most nominated tome on the list.

Whether you’re giving a gift or needing some titles to add to your wish list, consider these 25 options – seven published in 2022 – recommended by your peers in the #CMWorld Slack channel and on LinkedIn.


The books on the list aren’t about content marketing only. They also cover creativity, writing, personal branding, and other topics sure to inspire, motivate, and teach marketers who are all about content.

Each entry includes an excerpt from the Amazon description and a comment (if provided) by the recommender.

Make short work of your team gifting with this list of new and timeless books recommended by #ContentMarketing pros via @AnnGynn and @CMIContent. Click To Tweet

Recommendations for new and newly updated books

Content Chemistry: The Illustrated Guide to Content Marketing (2022), by Andy Crestodina

25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing.

Recommended by Heidi Cohen, chief marketing officer, Actionable Marketing Guide: “This book is a textbook for several graduate programs. Andy quietly updates it so that it’s up to its sixth edition.”

Also recommended by Sarah Mitchell, founder, Typeset, and Rachel Duthie, communications specialist, Shearer’s Foods.

The Content Puzzle and the Missing Piece (2022), by Andi Robinson

1669717203 611 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: “The content itself is one part of content marketing, but in many respects, it is not the most important. Before you start thinking about what types of content you need to create, you need to lay the groundwork. Think of this as the edge of the puzzle that holds the whole picture together. As you will learn, there are a lot of steps that you need to take into consideration before you get to the actual creation of content.”

Recommended by Jeremy Bednarski, content strategist, Salesforce: “Not only does Andi provide you with the basics to understand the pieces of the content puzzle, but she brings the psychological aspect to help you take your content strategy to the next level.”


Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content (2022), by Ann Handley

1669717203 236 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: In this brand-new edition, Ann delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing.

Recommended by Rachel Duthie, communications specialist, Shearer’s Foods: “The content marketing bible.”

Also recommended by Michelle Garrett, founder, Garrett Public Relations; Jeremy Bednarski, content strategist, Salesforce; Danielle Love, content marketing strategist, AmerisourceBergen; Heidi Cohen, chief marketing officer, Actionable Marketing Guide; Gina Balarin, founder, Verballistics; and Michelle Araiza, senior global marketing manager, demand generation, IQVIA.

I’m Not a Copywriter, But …: Lessons Learned from a Late Bloomer (2022), by Joshua Womack

1669717203 722 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Stand-up comedy. Speechwriting. Pro wrestling? Somehow, these oddball life choices led Josh Womack to copywriting. In his debut book, he talks about these experiences and more.

Recommended by Jeremy Bednarski, content strategist, Salesforce: “If you’re a writer who needs some tips or inspiration, this book is full of them. Josh made his way to copywriting by way of stand-up comedy and shares stories about how he found his way.”

Lights, Camera, Impact: Storytelling, Branding, and Production Tips for Engaging Corporate Videos (2022), by Tony Gnau

1669717203 676 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Make every video-production dollar count with Tony’s short storytelling tips for digital marketing and internal communication professionals. You’ll learn DIY shooting suggestions for work you do without the video pros. This guide gives you the insights from top thought leaders in corporate communication in order to create a solid video-marketing plan.

 Recommended by Lisa Dougherty, director, blog operations and community, Content Marketing Institute: “Tony’s book is for anyone wanting to create exceptional video content. His guide is filled with helpful information so you can finally create your video marketing strategy.”

Making Numbers Count: The Art and Science of Communicating Numbers (2022), by Chip Heath and Karla Starr

1669717203 620 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Making Numbers Count outlines specific principles that reveal how to translate a number into our brain’s language. This book is filled with examples of extreme number makeovers, vivid before-and-after examples that take a dry number and present it in a way that people click in and say, ‘Wow, now I get it!’

Recommended by George Stenitzer, founder and chief content officer, Crystal Clear Communications: “It will enable you to communicate numbers without confusing your audience, who may or may not understand fractions and percentages. This improves your content and your results reporting. You can read my in-depth review of the book on my blog.”

Prove It: Exactly How Modern Marketers Earn Trust (2022), by Melanie Diezel

1669717203 843 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Using real-world examples from trusted brands across dozens of industries, they’ll walk you step-by-step through the process of identifying and categorizing your business promises – even the ones you don’t realize you’re making – gathering the right evidence and backing up each style of claim.

Recommended by Andi Robinson, consultant, Hijinx Marketing: “Consumers are savvy about marketing. We can no longer make claims that we can’t back up with proof. Melanie lays out a roadmap for how companies can show their audience why they should buy their products or services. The easy-to-read format, with commentary from Phil Jones, should be on every marketer’s bookshelf.”


Using Behavioral Science in Marketing: Drive Customer Action and Loyalty Prompting Instinctive Responses (2022), by Nancy Harhut

1669717204 513 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: The book shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal.

Recommended by Shubhangi Mittal, founder, Blackboard-Digital: “It lists real-time examples where Nancy and her team have used proven behavioral science principles to influence decision-making.”

Also recommended by Jeremy Bednarski, content strategist, Salesforce, and Danielle Love, content marketing strategist, AmerisourceBergen.

Recommendations for timeless books

Bird by Bird: Some Instructions on Writing and Life (1994), by Anne Lamott

1669717204 973 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: With this basic instruction always in mind, Anne Lamott returns to offer … a step-by-step guide on how to write and on how to manage the writer’s life. Bracingly honest, she is also one of the funniest people alive.

Recommended by Danielle Love, content marketing strategist, AmerisourceBergen: “This book reminds us that writing is a journey. If we truly savor all the steps along the way, we will create a richer experience for ourselves and our readers.”

Building a Story Brand (2017), by Donald Miller

1669717204 168 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses.

Recommended by Hanush Kumar, content and brand marketer, Kissflow: “He gives a seven-step framework to write compelling stories and offers adequate examples. Once you know the framework, it is likely that every movie becomes pretty much predictable.”

Buyer Personas: How To Gain Insight Into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business (2015), by Adele Revella

1669717204 161 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers’ trust.

A new edition with co-author Jim Kraus debuts in late 2023.

Recommended by Sarah Mitchell, founder, Typeset: “The whole book is good, but she has a fantastic section on interviewing and extracting information from buyers.”


The Content Fuel Framework: How To Generate Unlimited Story Ideas (2020), by Melanie Diezel

1669717204 485 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This simple framework catalyzes the brainstorming process, making idea generation effortless and nearly automatic. No more writer’s block. No more asking, “what should I post?” No more waiting for that “big idea” to show up in its own time. This system allows storytellers from any industry to produce fresh story ideas on demand, at any time.

Recommended by Daniel Foley, founder, Daniel Foley SEO: “Her book provides a straightforward structure for idea-generating and brainstorming that can help you develop a marketing strategy. The book is organized around a matrix with 10 distinct ‘focuses’ and 10 distinct ‘formats’ at its core. The approach in this book enables digital marketers, content producers, and anybody else who interacts with an audience to regularly deliver original new content.”

Also recommended by Danielle Love, content marketing strategist, AmerisourceBergen.

Content, Inc.: Start a Content-First Audience, Build a Massive Audience, and Become Radically Successful (With Little or No Money) (2021), by Joe Pulizzi

1669717204 606 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Content Inc. provides an ingenious approach to business based on a profoundly simple concept: Having a singular focus on the audience, and building a loyal audience directly, provide the best, most nuanced understanding of what products ultimately make the most sense to sell.

Recommended by Heidi Cohen, chief marketing officer, Actionable Marketing Guide: “Here’s a great author interview.”

Also recommended by Karine Abbou, founder, Marketing Leaders, and Rachel Duthie, communications specialist, Shearer’s Foods.

Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability (2013), by Steve Krug

1669717204 559 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: It’s the guide to help … understand the principles of intuitive navigation and information design. Witty, commonsensical, and eminently practical, it’s one of the best-loved and most recommended books on the subject … And it’s still short, profusely illustrated … and best of all – fun to read.

Recommended by Jennifer Best, vice president, marketing, All American Entertainment Speakers Bureau: “We should always use language that’s compatible with the reader’s level of understanding while staying as simple as possible to get our point across.”

Epic Content Marketing: How To Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less (2013), by Joe Pulizzi

1669717204 916 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This book takes you step by step through the process of developing stories that inform and entertain and compel customers to act – without actually telling them to. Epic content, distributed to the right person at the right time, is how to truly capture the hearts and minds of customers. It’s how to position your business as a trusted expert in its industry. It’s what customers share and talk about.

A new edition with co-author Brian Piper debuts March 7, 2023.


Recommended by Paul Somerville, editor-in-chief, Electric Scooter Guide: “Joe Pulizzi, a content marketing expert, demonstrates how to captivate potential clients by producing content that they actually want to engage in. Fortune Magazine listed Epic Content Marketing as one of the five must-read books.”

Also recommended by Rachel Duthie, communications specialist, Shearer’s Foods.

How to be Great at Your Job: Get Things Done. Get the Credit. Get Ahead., (2018) by Justin Kerr

1669717204 169 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: From an author who climbed to the top of the corporate ladder before reaching age 40, this book takes the guesswork out of career success and breaks down what it takes to excel at your job.

Recommended by Rachel Duthie, communications specialist, Shearer’s Foods: “Not a content marketing book. However, Justin has some great tips everyone could learn.”

Known: The Handbook for Building and Unleashing Your Personal Brand in a Digital Age, (2017) by Mark Schaefer

1669717204 42 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: In today’s world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and invitations to exclusive opportunities. But can anybody become known? This path-finding book provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more.

Recommended by Karine Abbou, founder, Marketing Leaders: “I do think personal branding will soon be the only marketing that is left – and to build a strong personal brand without a massive content strategy is nearly impossible.”

Made to Stick: Why Some Ideas Die and Others Thrive (2007), by Chip & Dan Heath

1669717204 316 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: The authors reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds – from the infamous ‘kidney theft ring’ hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony – draw their power from the same six traits.

Recommended by Laura Bakopolus Goldstone, senior director of communications and branding strategy, AdDaptive Intelligence: “It’s not brand new but has provided a fantastic framework for making content marketing simple, clear, relevant, concrete, and sticky.”

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It (2019), by April Dunford

1669717204 914 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This book shows you how to find your product’s ‘secret sauce’ – and then sell that sauce to those who crave it. Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who’s worked on dozens more), the author speaks with authority about breaking through the noise of a crowded market.

Recommended by Heidi Cohen, chief marketing officer, Actionable Marketing Guide: “This book shows people how to implement positioning. It’s a new classic. Without understanding this, the rest of your marketing strategy and content aren’t aligned.”


On Writing: A Memoir of the Craft (2000), by Stephen King

1669717204 740 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Part memoir, part master class by one of the bestselling authors of all time, this superb volume is a revealing and practical view of the writer’s craft, comprising the basic tools of the trade every writer must have.

Recommended by Michelle Garrett, founder, Garrett Public Relations: “His personal stories and practical advice make the one a must-read for any writer.”

Practical Content Strategy & Marketing: The Content Strategy & Marketing Course Guidebook (2017), by Julia McCoy

1669717204 322 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This book lays the ‘hows’ of content marketing and strategy out, in a step-by-step approach, book form. Each section has written exercises built to solidify what you’re reading and learning – you’ll be able to fill these out with a pen.

Recommended by Alex Armstrong-Paling, managing director, ToolFit: “Finally, a practical, real-world guide to content marketing is available with built-in exercises to strengthen and expand understanding and learning. The author exhorts you to understand the operational idea that forms the cornerstone of marketing and strategy.”

Also recommended by Rachel Duthie, communications specialist, Shearer’s Foods.

RE:Think Innovation: How the World’s Most Prolific Innovators Come Up With the Great Ideas That Deliver Extraordinary Outcomes (2021), by Carla Johnson

1669717204 590 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: This book answers the question of how to tie individual competence with innovation techniques to direct corporate outcomes. It shows how to create a unified, idea-driven employee base that delivers more ideas in a shorter amount of time.

Recommended by Jeremy Bednarski, content strategist, Salesforce: “For marketers looking to get out of a creativity rut or getting past ‘this is how we always do things,’ Carla outlines a process to apply new ideas. By better capturing everything we observe, you’ll learn how to apply it to get to new ideas that help you reach your marketing goals.”

Also recommended by Danielle Love, content marketing strategist, AmerisourceBergen.

The Secret Army: Leadership, Marketing and the Power of People (2017), by Gina Balarin

1669717204 913 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Bringing together beautifully told stories, real-life examples, thorough research and the wisdom of credible business leaders, authors and thinkers, this book dives beneath the surface of modern corporate life to expose the hidden humanness that drives us.

Self-nomination by Gina Balarin: “It contextualizes the power of communication in our workplaces, with an emphasis on how our ‘secret army’ (spoiler alert: customers, leaders, and employees) can make work meaningful and, quite frankly, better.”


What Great Brands Do: The Seven Brand-Building Principles That Separate the Best From the Rest, (2014) by Denise Lee Yohn

1669717204 665 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Delivering a fresh perspective, this book teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from 25 years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, the author explains key principles of her brand-as-business strategy.

Recommended by Rachel Duthie, communications specialist, Shearer’s Foods

Writing Without Bullshit: Boost Your Career by Saying What You Mean (2013), by Josh Bernoff

1669717204 307 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: In this practical and witty book, you’ll learn to front-load your writing with pithy titles, subject lines, and opening sentences. You’ll acquire the courage and skill to purge weak and meaningless jargon, wimpy passive voice, and cowardly weasel words. And you’ll get used to writing directly to the reader to make every word count. At the center of it all is the iron imperative: treat the reader’s time as more valuable than your own.

Recommended by Danielle Love, content marketing strategist, AmerisourceBergen: “This author urges you to think critically about clarity in your writing. What is the true message hidden behind the corporate-speak and how can you make it more evident for your readers?”

Youtility: Why Smart Marketing Is About Help, Not Hype, (2013), by Jay Baer

1669717204 41 25 New Newly Updated and Timeless Books Content Marketers LoveFrom the Amazon description: Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, the author provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.

Recommended by Mike Myers, senior consultant, CEO stakeholder and integrated executive communications, Nationwide: “I got my start in content marketing because of this book. The mix of sound advice and practical, real-world examples helped me understand this ‘new’ thing (which, of course, wasn’t new at all) so clearly and inspired me to get involved!”

Even more book ideas

If you’re still shopping for just the right book, consider these additional recommendations mentioned by readers last year:

What book would you add to this list? Tell us in the comments below.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute


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Optimizing Zoom’s digital experience for explosive growth



Optimizing Zoom's digital experience for explosive growth

In February 2020, Zoom had millions of weekly visitors to their site, all of whom were coming to to do a handful of activities. Flashforward a month later to March, and Zoom’s traffic spiked to tens of millions of visitors every week. Those visitors arrived to not only use Zoom for a couple of work calls per week, but to entirely reinvent how they interacted with colleagues, partners, teachers, students, and even friends and family.   

Zoom used this opportunity to transform its users’ experience into incredible growth and customer happiness across geographies and verticals. How did they do it?  

At Opticon ’23, Alex London, Head of Digital Zoom and Jay Dettling, CEO of Hero Digital, joined Alex Atzberger, CEO, Optimizely to share how Zoom re-built their entire digital ecosystem. 

Keep reading to learn how Zoom partnered with Hero Digital and Optimizely to transform its customer experience and drive stellar results including these early wins: 

  • Page load improved by 60% 
  • Speed to market improved by 50% 
  • Conversion improvement of 10% 
  • Publishing time from days to minutes (reduced by about half) 

The Year the World “Hopped on a Zoom Call” — & What Came Next

In March 2020, Zoom watched as web traffic, sign-ups, users and attendees grew from millions to hundreds of millions virtually overnight. Not only did its customer base and user group skyrocket, but its core use cases did, too: online meeting rooms were now used to host weddings, game nights, and math classes. At the same time, corporate brainstorms, sales calls, and even government processes requiring the highest security clearances moved to  Zoom to continue working as normally as possible. 

To meet the incredible demand for new use cases and services, the Zoom team had to ideate, test, and ship new products and features on a timeline that the internal teams refer to as “at the speed of Zoom.” Their success meant that their brand entered a hallowed hall of exclusive brands whose names made the transition from noun to verb. It was the year of: “Can we Zoom?” 

Getting there wasn’t just about building and launching products and features;  that was only half the battle. To scale and continue delivering happiness to customers, the team needed to ensure they told the story of Zoom across all customer touchpoints. 

Their goals

  1. Reimagine and rebuild the entire digital stack (including attribution models, analytics systems, acquisition, and localization) 
  2. Move from an existing agnostic, one-size-fits-all model to a global, flexible digital experience to cater to personas, geographies, and use cases 
  3. Improve their speed to market to continue moving “at the speed of Zoom” 

The Tactical Challenges of Reimagining Zoom’s Digital Stack 

Zoom’s overarching goal was to put the story at every single touchpoint of the customer journey. Given the dramatic change in their business, building a new site for Zoom would be incredibly complicated. Yet, if they succeeded, they’d generate demand, better enable purchases, and support its users.  

So how did they do it? Before making the leap, they looked to their strategic partners — Hero Digital and Optimizely.




Zoom needed a new digital foundation to achieve all of its goals at scale. More importantly, their new foundation needed to untangle serious web traffic complexity.

Zoom has four primary visitor types — all arriving on Zoom’s marketing website by the millions. They include: 

  • Individuals and SMEs buying Zoom online 
  • Demo requests 
  • Product support requests 
  • Users and attendees accessing Zoom’s website as part of their workflow 

To add even more complexity, the teams needed to account for multi-lingual requirements for 20+ languages across the globe. 

“How do we build for these four levels of complexity? And how quickly can we move to tell our new platform story?” – Alex London, Head of Digital at Zoom

Before anything else, Zoom needed to build a new design system, and Hero Digital stepped in to help. Together, they built a minimum versatile component library that would scale across the website, mobile, ads, and anywhere else Zoom encountered customers. The initial minimum library featured 38 components with 29 variants and 8 page templates. 

Zoom also had to untangle the domain and subdomain issues of their own making. The past choice to build their digital foundation on ‘’ and create new subdomains for customers (coming in north of 10k subdomains) meant speed and ranking were complicated. Essentially, Zoom was competing with 10k+ sites that Zoom itself had created.  

Resolving this problem by choosing to unify content on a single domain, Zoom, Hero Digital, and Optimizely got to work. 

Hero Digital’s Foundation + Optimizely’s Architecture = Moving at the Speed of Zoom

By partnering with Hero Digital and Optimizely, Zoom reimagined its complete customer experience and upgraded to a best-in-class technology platform that combines AI-accelerated workflows with experiment-driven digital experiences. 


The team deployed the Optimizely Digital Experience Platform, featuring Optimizely Content Management System, Content Management Platform, and Experimentation, as the architecture to bring their foundation to life and scale faster than they could ever imagine.

Component Library + Optimizely CMS  

One of Zoom’s goals was to move from its existing agnostic model to a global, flexible digital experience to cater to personas, geographies, and use cases. To do that, they needed a modern content management system. 

In the first phase of the build, the team focused on Zoom’s marketing site, now untangled but still over 200 pages. They established a foundation on Optimizely’s Content Management System to create a foundation with a migration plan over months. 

Even in the earliest stages, the results were huge because the CMS meant Zoom can could now push global changes in just minutes. They save hundreds of hours of work across the company by: 

  • Eliminating the devops processes, which previously took days or weeks to work through
  • Reducing publishing processes by half even with new added governance steps


Optimizely’s Content Marketing Platform

Improving speed to market was Zoom’s third goal. With the first two goals unlocked by their phased migration to Optimizely’s CMS, they needed to not only unblock the velocity but also the creativity and collaboration in producing new content. Zoom’s teams receive 80-100 requests a week for new content across their digital properties. 


For Zoom, the re-build of the intake process for content requests was a key component of speeding up their processes. They built in guard rails and governance processes that when used within the CMP, reduced publishing time to minutes rather than days.



Now, with the first three goals— a reimagined digital stack, a flexible digital experience, and improved speed to market—accomplished, Zoom will focus on its next digital phase: experimentation and personalization. 

How could a digital experience platform help you navigate the next phase of your business? Learn more from the experts with access to The Forrester Wave: Digital Experience Platforms, Q4 2023 report.



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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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