Play Your Way to More Innovative Customer Experiences

December 6, 2016 by Robert Rose In January, Facebook held its 50th hackathon, a 24-hour Red Bull- and coffee-infused get-together where coders work on innovative applications or new features for existing products. These kind of events are legendary in Silicon Valley, of course; Facebook isn’t the only company to conduct them. Microsoft, Yahoo, Google, and just about every open-source organization …

How to Tie ROI, KPIs and Other Metrics to Storytelling

October 4, 2016 by Carla Johnson We hear about storytelling a lot, but what does it mean? And does branded storytelling actually work? And can you measure it? That was the topic of last week’s Content Marketing Institute twitter chat with Jacob Warwick, marketing strategist at Blast Analytics. Here were the top takeaways from the chat… Question 1: What’s the …

From Stories to Experiences: Marketing’s Evolving Role in Creating Value

September 27, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is a thing of the past. As we look to deliver value within our organizations, we find that our arms need to span greater breadths and depths. First we thought alignment …

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 …

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 …

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 …

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 …

Sales and Marketing: Moving From Content to Conversations

September 16, 2014 Equipping B2B sales teams with the relevant content that helps them have long-term conversations with buyers is hard. Few marketers understand the strategy behind it and even fewer execute it well. It’s an area that’s vitally important to marketers and was the topic of a panel I moderated last week at Content Marketing World in Cleveland. I …