Here’s a round-up of content marketing and content strategy smartness so good it doesn’t need any window dressing. OK — I just couldn’t come up with a clever theme for the week, but that shouldn’t stop you from enjoying our favorite reads (and our own best writing) from the week ending November 20, 2015.
- Pointing to the breakdown of awareness advertising, the power of data and the importance of the consumer decision journey, business consultant and friend Greg Satell (aka Digital Tonto) argues that marketers need to shift from crafting messages to creating experiences.
- Natalya Minkovsky’s Chief Content Officer magazine article about how live experiences build brands made a return appearance on the Content Marketing Institute blog. With 81% of B2B marketers and 73% of their B2C brethren citing live events as a top content marketing tactic, this one is a great read for anyone looking to take their content into the real world.
- My own post, If Content is the Answer, then What’s the Question?, steers content marketers toward content strategy by proposing that content decisions need to be made based on a clear understanding of what that content achieves for the business.
- Speaking of business (yeah, I know, we have been all along), if you have one then you have customers. And if you have customer purchase orders, Ron Floof says those are a great place to look for content marketing story-starters. Brilliant idea that I’d never even considered.
- And finally, for a fun, unexpected and creative storytelling idea — venture capital firm Lerer Hippeau Ventures has published a unique holiday gift guide featuring products sold by their own portfolio companies. Lerer Hippeau’s Early Stage Holiday Gift Guide may be a good place to shop this holiday season, but it’s certainly a clever combination of content curation and value prop demonstration.