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 …

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 …

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 …

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 …

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 …

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 …

Can Content Marketing Create Corporate Culture?

August 25, 2015 Film and TV have shown us a host of nasty bosses that make our days at a desk look pretty tame. There’s a slew of horrible bosses from Don Draper, Michael Scott, Miranda Priestly and even cartoon bosses don’t fare much better. We cringe and enjoy them because we know they aren’t real. Or are they? Can …

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 …