View Post

How a Content Marketing Mission Statement Supports the Brand Story

January 5, 2016 I love teaching workshops on content marketing and brand storytelling because there’s such a great opportunity to connect the dots for people. One of my favorites is when we talk about brand storytelling and how it relates to the content marketing mission statement. When I explain how this works, I truly feel like a magician revealing the …

View Post

Why All Marketing Should Start With Your Brand Story

December 15, 2015 “Knowing yourself is the beginning of wisdom.”Aristotle I’ve had interesting conversations with a CEO the past few weeks. He reached out to me to talk about marketing because, as he puts it, “We create a lot of content but nothing seems to get better.” “Nothing” of course, means revenue. He’s right. They’d rebranded the company earlier in …

View Post

Content is Too Important to Leave to a Content Department

December 8, 2015 by Robert Rose There’s a saying, usually attributed to Hewlett Packard co-founder David Packard, that marketing is too important to leave to the marketing department. This sentiment has caused many marketing practitioners to lament that people throughout the business now have two jobs – their own and marketing. Sometimes it seems that everyone in the company has …

View Post

How to Convert Customers’ Passions Into Inspiring Content

December 1, 2015 Western Union banks on its customers’ passions to inspire remarkable content. Laston Charriez, the company’s senior vice president of marketing for the Americas, explains how it innovates in a conservative industry. Few brands have been household names as long as Western Union. Launched in 1851 as the New York & Mississippi Valley Printing Telegraph Company (the company …

View Post

REI’s #OptOutside Brand Story Proves Marketing Should Drive Operations

November 17, 2015 REI announced it is doing the unthinkable. The multi-billion retail giant is closing its doors on the biggest day of the year – Black Friday. Why? Because they’re allowing what they promise their customers through their brand story to guide their operational decisions. For marketers everywhere, this is a big deal. And a huge inspiration. In most …

View Post

Who Runs Your Content Show?

October 27, 2015by Robert Rose Here’s something you may not know about Hollywood and television. Hit TV series – like Game of Thrones, Blacklist, Scandal, and Modern Family – have multiple directors and writers. For example, Game of Thrones has had 18 directors and seven writers over the course of five seasons. Blacklist dwarfs that with 19 directors and 24 …

View Post

Are You Missing the Most Important Audience for Your Content Marketing?

October  20, 2015 All the world’s a stage, and all the men and women merely players; they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.– William Shakespeare A few years ago I worked with a telecom company that struggled to get traction with its audience. “We have a content marketing …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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 …