Digital Storytelling: Powerful Insights from 14 Top Experts

May 17, 2016 Storytelling is a skill that content marketers need to have, but it’s also something that they struggle with. Most marketers confuse digital storytelling with digital selling. There’s a big difference. Marketers who consistently tell a great story understand there’s a number of ways to tell a story through digital channels that give it dimension and make it …

Research: 4 Keys to Effective Enterprise Content Marketing

April 26, 2016 The Content Marketing Institute keeps rolling out research that give marketers better perspective about the growing profession we’re in. This week, CMI released B2B Enterprise Content Marketing 2016: Benchmarks, Budgets and Trends – North America. What’s clear is that we’re seeing a consistent trend for content marketing across all research sectors. While overall content marketing effectiveness is …

Research: Technology Marketers Gain Stronger Content Marketing Foothold

March 29, 2016 Maturity and experience. These are two things that matter with the 71% of technology marketers who say their organizations are effective with content marketing. The latest research from the Content Marketing Institute (CMI) and MarketingProfs delves into the success of technology marketers. In 2016 B2B Technology Content Marketing: Benchmarks, Budgets and Trends – North America, technology marketers …

What’s the Difference Between a Copywriter and a Content Marketer?

March 8, 2016 Content marketing and copywriting aren’t the same thing, but many people use them interchangeably. Why does this matter? Because each has their specific role, which are valuable to the overall marketing program, but they have important distinguishing characteristics. The easiest way to remember who holds responsibility for what is to flip the words in their name. Content Marketing …

Developing an Emotional Connection with Customers: Insights from HP’s Antonio Lucio

February 23, 2016 Telling a story, creating an experience or building a relationship of any kind, with anyone, starts with an emotional connection. This idea sits at the back of the classroom for most marketers. In an article from Forbes, HP CMO Antonio Lucio talked about his formula for building a sustainable brand: E = I2+DEA or… Emotion=Insight+Innovation+Digital Engagement+Experiences+Accountability In our book, …

6 Characteristics of Great Brand Storytelling

January 19, 2016 Supreme Court judges have interesting responsibilities, to say the least. In 1964, the Supreme Court heard the case Jacobellis v. Ohio. The case was about a manager of a motion picture theater who had been convicted under a state obscenity law of possessing and exhibiting an allegedly obscene film and asked to have the lower rulings overturned. …

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 …

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 …

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 …

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 …

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 …

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 …

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 …

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 …