Where Do You Fall on the Customer Experience Maturity Scale?

August 16, 2016 by Carla Johnson Customer experience isn’t a new idea, but the growing attention to it is. Customers are more widely connected than they’ve ever been, easily hopping between a growing number of devices. They’re looking for a rich, consistent experience that delivers value – whether that’s information or entertainment – whenever they want it. Marketing’s ad hoc …

What’s Brand Storytelling and Why Do You Need It?

August 11, 2016 by Carla Johnson Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the walls of marketing are overflowing into the C-suite. And a big part of that conversation is about relevance. How do we become more relevant not only to customers, but to …

Sleepless in the C-Suite: What keeps CMOs up at night?

August 2, 2016 by Carla Johnson “What keeps you up at night?” For marketers, there’s plenty. The annual Tech Heads survey of marketing directors and business buyers points out exactly this. This year’s results reveal that B2B CMOs are six times more likely to lose sleep than gain it in 2016, compared with previous years. And while there are several …

Does Marketing Have a Glass Ceiling?

June 14, 2016 I was catching up with a fellow marketer the other day. One of the things that we both hear over and over is that marketing’s tired of not having credibility. Marketers want more responsibility, more influence and more respect. They want a seat at the infamous table. Both of us have been in marketing for a long …

Why Subscribers are Key to Growing Your Brand’s Audience

May 31, 2016 I’ve had the amazing pleasure of working with many brands to transform their marketing departments and build their content marketing programs. It doesn’t matter how big or small they are, they understand that how they get and keep people’s attention is very different from just a few years ago. They lead with value rather than their brand. …

5 Steps to Create a Business-Driven Content Marketing Strategy

May 24, 2016 Most brands have grabbed hold of the idea of content marketing but many struggle with how to plan and execute it to see meaningful results. Without exception, this comes from a lack of understanding about how to create and deliver value as marketers that’s separate and distinct from the products and services that we sell. Our ability …

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 …

102 of the Most Inspiring Storytelling Quotes of All Time

February 2, 2016 Stories have been shared in every culture for millions of years – starting with rudimentary drawings by people who lived in caves – as a means of entertainment, education, cultural preservation and instilling moral values. The ancient art of storytelling has made its way to the boardroom, but some people – including marketers – still wonder if …

The Theory of Relativity and Brand Storytelling

January 26, 2016 In 1905, a rather unknown German physicist named Albert Einstein published three papers about the theory of relativity. Eleven years later, Einstein came up with the general theory of relativity which has become the accepted description of gravitation in modern physics. In a nutshell, Einstein’s formula shows how gravitation force can be calculated like this… Take the …

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 …

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 …

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 to Create a Thought Leadership Strategy That Supports True Innovation

February 3, 2015 Thought leadership is a common approach for companies wanting to establish credibility within their industry and stand apart from the crowd — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and because of this, have more influence over their audience. The problem is that people throw …

Creating Purpose-Driven Marketing Departments

December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …

Are You An Agile Content Creator? 6 Traits of Change Agents

November 25, 2014 In a previous post, I talked about why marketers need to embrace change to survive in today’s environment. Beyond just surviving, what do content professionals need to thrive and prosper? An agile learning mentality. As we adapt to new behaviors along the evolving buyers’ journey, content marketers have to prepare to draw on new insights and expertise …

Back to the Basics: Marketing with a Strategy

October 14,2014 The Content Marketing Institute and MarketingProfs released their annual research on the state of content marketing. B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America highlights how far we’ve come in the last 12 months as it relates to the adoption and sophistication of practice in content marketing. I won’t go into details about the research …