2021 Edelman Trust Barometer: Trust Crisis Creates Leadership Opportunity

January 21, 2021 Global pandemic. Fake news. Social protests. Economic turmoil. Political instability. If 2020 were a movie plot, no one would believe it. Unfortunately, this is the world we’ve endured the last 12 months. The effects of this imperfect storm come out this month in Edelman’s 2021 Trust Barometer. This annual index measures the average percent of trust people …

The Truth About Brand Extension into Unlikely Categories

March 6, 2018 by Mitch Duckler Many companies try to benefit from the equity of their established brands by launching brand extensions—new products that are introduced under an existing brand name. In our previous post, Why So Many Brand Extensions Fail, we discussed how extending brands has the potential to both heighten acceptance of  new products/services and generate positive spillover effects …

Five Demand Generation Myths That Need To Be Dispelled

February 20, 2018 by Carlos Hidalgo  Demand generation is a key part of the customer experience. Ensuring that buyers have a good buying experience is a necessary stage in the content experience continuum. However, many myths abound with demand generation, which are making it harder for B2B marketers to have success. Below are the five most common myths about demand generation …

A Strong Storytelling Strategy Will Expand B2B Reach

October 6, 2016 by Carla Johnson B2B marketers have tapped social media as a pillar approach to reaching audiences. In fact, 83% of respondents in the 2017 Benchmarks, Budgets and Trends from Content Marketing Institute named social media content and their number one go-to tactic. But social media for B2B usually means LinkedIn, Twitter and Facebook. A few brands that …

Humana Taps Socially Savvy Employees as Brand Advocates

September 13, 2016 by Carla Johnson Humana’s focus on health and wellness isn’t just something for its subscribers. It’s proving a tremendously beneficial approach for inspiring and empowering employees to serve as brand advocates for the Louisville, Kentucky-based insurance provider. Companies face a tug of war between wanting to empower employees to act as brand advocates and wanting to control …

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 …

The 14 Best Content Planning and Research Tools

May 26, 2016 by Tom Pick With 93% of B2B marketers now using content marketing to build brand awareness and generate leads, success going forward will require producing higher-quality content—not just more of it. Creating high-quality content starts with planning (deciding what to write about) and research (determining what to say about those topics). Those decisions will start with your …

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 …

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 …

Wickedly Effective Storytelling: Exercise of the 5 Whys

February 16, 2016 There’s one critical element that makes a great story a great story. Relevance. In working with hundreds of companies and even more marketers on how to become stellar storytellers, I’ve noticed that relevance in storytelling is what separates the strugglers from the artists. Without exception, when we struggle to tell a story that sounds different from everyone …

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 …

Content is Too Important to Leave to a Content Department

December 8, 2015 by Robert Rose There’s a saying, usually attributed to Hewlett Packard co-founder David Packard, that marketing is too important to leave to the marketing department. This sentiment has caused many marketing practitioners to lament that people throughout the business now have two jobs – their own and marketing. Sometimes it seems that everyone in the company has …

How to Convert Customers’ Passions Into Inspiring Content

December 1, 2015 Western Union banks on its customers’ passions to inspire remarkable content. Laston Charriez, the company’s senior vice president of marketing for the Americas, explains how it innovates in a conservative industry. Few brands have been household names as long as Western Union. Launched in 1851 as the New York & Mississippi Valley Printing Telegraph Company (the company …

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 …

What Does a Content Marketing Plan Look Like?

September 22, 2015by Michael Brenner Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. Where do you start? How do you know if the content you’re producing will reach your target audience and generate more leads or sales for your business? I frequently present a roadmap (below) for …