B2B Brands Stumped By Strategy
Content Marketing Institute continues to find new ways to slice and dice their 2016 study of business-to-business content benchmarks. Most recently, they released a report focused on larger enterprises (1,000+ employees), with findings that closely mirrored the more general report they released earlier in the year. In a post highlighting a few key insights from […]
5 Ways Stories Drive Business Transformation Success
Sree Sreenivasan, Chief Digital Officer at New York’s Metropolitan Museum of Art, once said that the future of all business is about storytelling. It’s telling (pun intended) that the man charged with bringing his venerable institution into the technology-driven 21st century would point to a something as old fashioned as storytelling when envisioning the future […]
Content Strategy Confusion: “I Don’t Know” Really Means “No”
We were recently speaking with a prospective client — a product marketer inside a larger marketing organization — about some content creation projects, and asked him whether his company already has an enterprise-wide content strategy in place (the first of our 10 key questions about content strategy). After all, when we’re engaged for execution, we […]
Year in Review: Our Popular Posts from 2015
Our readers know we try to highlight some of our favorite reads just about every week. With the holidays upon us and the year winding to a close, we figured we’d take a look back at a year’s worth of blogging. Here are six of our own most popular content strategy and content marketing articles […]
Running a Content Consultancy: The Tools We Can’t Work Without
While there’s an endless supply of articles and posts about what it takes to be a good content strategist or content marketer, and an agency creating content around every corner, there seems to be a notable shortage of articles about what it takes to run a content company. Now, we’re not about to share our […]
See Me Speak: 2016 Intelligent Content Conference
It’s been five years since I’ve spoken at a “content conference.” Back in 2010, I presented at the Custom Content Conference, weaving ideas from my micro-content book microMARKETING into a speech for the very first time. That’s also where I had the opportunity to meet Mr. Content Marketing himself, Joe Pulizzi, in person for the first […]
Strategy Is Change
As I write this in mid-November, a great majority of organizations are engaged in the curious annual ritual known as “strategic planning” — the often rote process by which forecasts are honed, spreadsheets cells populated, templates turned into documents designed to guide a year’s worth of activity. If this sounds like a familiar grind for […]
If Content is the Answer, then What’s the Question?
In early 2007, I wrote a piece for Mediapost about the need for brand marketers to become video content makers. It began, There’s an old advertising joke that goes like this: “The answer is a 30-second spot. Now, what’s the question?” Fast forward eight years and you could make a similar joke with one ironic twist. […]
The #1 Thing Marketers Must Know About the #1 Thing They Should Never Do
As a marketer, the list of things you “must do” is short — so short that it contains exactly zero items. You wouldn’t know this, though, if you were to tally the sheer number of “must do” blog posts, articles, white papers, infographics and thought leadership pieces being churned out by marketing practitioners each and […]
Are You Making These Monstrous Content Mistakes?
For Halloween, our thoughts have turned to the insidious content strategy blindspots that hide the monsters killing your results. So in the spirit of the season, we thought we’d take a look at some common bugaboos that can creep into any company’s content operations. But never fear — we’re here with a bag of treats and just […]
