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How to reimagine customer needs, reinvent your marketing and make a difference

October 13, 2015by Chuck Frey By now, you’ve probably heard about the importance of storytelling as a content marketing tactic. But the question remains: how do you actually do create stories and experiences that matter to your customers? Bernadette Jiwa, in her new book, Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing, provides a practical framework for rethinking …

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Research: Effective B2B Content Marketing

October 6, 2015 What’s success look like for you? That’s a critical question, and one that B2B marketers need to ask more often. It’s a big message that came out of the 2016 B2B Content Marketing Benchmarks, Budgets and Trends that the Content Marketing Institute and MarketingProfs released last week.  In fact, 55% of B2B marketers said that it is …

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Are CMO Ambitions Too Low?

September 29, 2015 Ambitious CMOs focus on building credibility for their team. Is that enough? Some wonder if CMOs have what it takes to become the next CEO. Are we setting our sight too high? Actually, I read a report this week that points out that even these ambitions are too low. The Report – When and How Does Board-Level …

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What Does a Content Marketing Plan Look Like?

September 22, 2015by Michael Brenner Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. Where do you start? How do you know if the content you’re producing will reach your target audience and generate more leads or sales for your business? I frequently present a roadmap (below) for …

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Marketing’s Leadership Role in Driving Revenue

September 15, 2015 Marketing executives must walk a fine line between building pipeline, meeting revenue expectations, managing customer experience, delivering new prospects and building and maintaining a productive team with the proper skill set. What does it take to make it all happen? That was the question at hand for a panel that Carlos Hidalgo, president of ANNUITAS hosted last …

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How Marriott and GE Built Audiences Through Experiences

September 8, 2015 In 1990, there were only eight channels to reach someone – events, direct mail, fax, TV, radio, phone, billboards, and print magazines and newsletters. We didn’t have a lot of competition for someone’s attention. But today we do. Marketers constantly battle to prove how we’re “better” than the competition and we’re terrible at it. We’ve created so …

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Content Success Isn’t a Destination

September 1, 2015by Robert Rose Many organizations want to know how to get good at content. I’ve recently done a little work for one such organization, a high-tech consumer-focused company. I was one of a long line of advisors – including at least two analyst firms, a consulting firm, and a digital agency – to suggest that this company merge …

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Can Content Marketing Create Corporate Culture?

August 25, 2015 Film and TV have shown us a host of nasty bosses that make our days at a desk look pretty tame. There’s a slew of horrible bosses from Don Draper, Michael Scott, Miranda Priestly and even cartoon bosses don’t fare much better. We cringe and enjoy them because we know they aren’t real. Or are they? Can …

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How to Build an Army of Volunteer Contributors for Your Blog

August 18, 2015by Michael Brenner Every content marketer faces the challenge at some point of trying to figure out how to publish enough content to make a difference to your audience and your business. But you only have a tiny budget. And you want to maintain a high level of quality. So how do you get the volume you need …

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How to Get Sales to Use Your Marketing Content

August 11, 2015by Matt Sharrers Your marketing team spends time and money to produce quality content. So why won’t the sales team use it? The hard truth is often Sales doesn’t know how to use marketing content. They don’t know what is applicable when during the buyer’s journey. From prospect to customer, Sales may be unclear what is helpful during each …

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Simplicity and Brand Experience: Margaret Molloy on the Siegel+Gale Simplicity Index

August 4, 2015 “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, is creativity.”– Charles Mingus The biggest challenge that enterprise B2B organizations face is how hard it is to talk about what they sell in simple language. There’s few resources to help B2B companies maneuver through this quagmire, which is why Margaret Molloy, Global CMO and Head of …

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Are You Ready for the Next Level of Digital Content?

July 28, 2015by Robert Rose My weekly question to chew on…. “Are you ready to begin the next level of digital content?” In a scene in Batman Begins, Bruce Wayne, searching for training to master his fears, gives a symbolic blue flower to Henri Ducard (no spoilers). Bruce has been told that delivering this flower to the top of the mountain …

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5 Keys for Planning Content for Mobile Audiences

July 21, 2015 Mobile is no longer the future of marketing – it’s the present. For marketers, mobile is the “last mile” of effectively connecting with audiences. Pew Research points out that nearly 60% of the U.S. adult population now owns a smartphone and almost half own a tablet. For many people, mobile content is their most common form of …

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The Battle for Customer Attention Starts With Company Culture

July 14, 2015by Michael Brenner Many people believe that marketing is just advertising or selling. But, in reality, marketing is actually a conversation that you the entrepreneur start by meeting your customers’ needs. One of the biggest challenges in marketing we see is executives who resist it by asking, “Yes, but how will this help me sell more?” Many businesses …

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Lincoln Electric Changes Perception of Industry with Brand Storytelling

July 7, 2015 Great storytelling starts with a narrative bigger than yourself. But getting buy-in for an approach to building an audience that’s unconventional isn’t easy for B2B marketers – especially if you work for an industrial company. Most brands want to talk products and features, rather than spark a captivating conversation. But stepping outside the norms of what people …

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What America’s Independence Can Teach You About Content Marketing

June 30, 2015 “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness…” In honor of the Fourth of July, we found ten inspirations from America’s birth over 200 years ago that apply to content …

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Content: The Show That Never Ends

June 23, 2015by Robert Rose Welcome back my friends to the show that never ends  We’re so glad you could attend  Come inside! Come inside! I was visiting with a mid-sized company this week. I was brought in to help them sort out their content marketing strategy. In the discovery part of our conversation, they showed me some of their recent content …

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The Rise of the Citizen Storyteller: Part 2

June 9, 2015 For a company to make the transition from telling stories to creating brand experiences, they have to focus on the power of their employees to amplify the purpose and essence of the brand story. Confining storytelling just to marketing or PR limits the value and impact that storytelling can make.  It’s what David Packard, one of the …

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Why B2B Suffers From Marketing Myopia

May 26, 2015 In 1960, American economist and Harvard Business School professor Theodore Levitt wrote a paper called “Marketing Myopia,” which was published in the Harvard Business Review. In it, he suggests that “businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products.” Certainly a groundbreaking concept at the time. Some …

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6 Elements of Remarkable B2B Storytelling

May 12, 2015 Whether he knew it or not, my grandfather was a master storyteller. He was born on a small farm outside idyllic Faaborg, Denmark and immigrated to America when he was a mere 14 years old. He traveled around the country as a young man, and finally joined the army during WWI so he could have U.S. citizenship. …