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 …

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 …

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 …

Using Purpose-Driven Content to Create B2B Buyer Experiences

March 10, 2015 It’s no secret that the information pools that buyers can tap are overflowing. It’s time, however, that we start looking at the customer decision journey with a different perspective and begin focusing on purpose-driven content that creates distinguishing experiences for audiences. For the past few years, we’ve belabored the point that marketers need to map the customer …

How Emerson Made Science Sexy with Storytelling

February 24, 2015 One of my favorite quotes from marketing icons about B2B marketing is that it doesn’t mean “boring-to-boring.” And, while logically we know that doesn’t have to be case, it’s rare that hard-core B2B companies do anything to break that stigma. Unless you’re Emerson. Of any B2B company that’s earned the right to stay in the obscure, gray …

Content Marketing and the Rise of the Citizen Storyteller

February 17, 2015For companies to make the transition from telling stories to creating brand experiences, they have to focus on the power of amplifying the essence of their brand story. Confining storytelling strictly to the brand or PR teams limits the value and impact that can be had. Creating citizen storytellers isn’t only about tapping the ranks for ideas to …

2014 Content Strategy: Do Less

2014 Content Strategy: Do Less In the latest research from the Content Marketing Institute and MarketingProfs, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America, content marketers show that they’re definitely making progress in understanding the uniqueness of the discipline and refining their skills. The results show that 44% say they have a documented strategy and 73% have …

Content Marketing and Sales Enablement: Can’t We All Just Get Along?

If content marketing is supposed to support the sales cycle, why are so many companies bad at it? Too many companies think the answer comes from the right marketing automation system or other technology that gets content in front of a customer or prospect. It’s not. It’s about sales and marketing not having walked the proverbial mile in each other’s …

The Financial ROI of Brand Storytelling

August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on storytelling. My response? Talk to them in their language: money. Successful organizations of all sizes (Fortune 100 to small and medium size) are drawing on storytelling to bring their brands to life …

Is Your Content Marketing Scaleable?

One of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer and what marketing has the bandwidth to produce. It’s a battle that repeats itself regardless of company size or industry focus. To help remove some of the animosity from the relationship, it helps to have everyone on the …