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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 …

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March Madness: Would Warren Buffet Give You $1 Billion?

March 22, 2016 March madness is upon us. If you’re a college basketball fan rooting for the sure thing or the underdog, this is nirvana. If you couldn’t care less about any sport on the planet, it’s still hard to hide from the frenzy. Every year there’s a team that goes in as the top seed. Are they a sure …

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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 …

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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, …

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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. …

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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 …

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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 …

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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 …

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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 …

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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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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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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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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 …