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Are You Ready for the Next Level of Digital Content?

July 28, 2015 by Robert Rose My weekly question to chew on…. “Are you ready to begin the next level of digital content?” In a scene in Batman Begins, Bruce Wayne, searching for training to master his fears, gives a symbolic blue flower to Henri Ducard (no spoilers). Bruce has been told that delivering this flower to the top of the …

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5 Keys for Planning Content for Mobile Audiences

July 21, 2015 Mobile is no longer the future of marketing – it’s the present. For marketers, mobile is the “last mile” of effectively connecting with audiences. Pew Research points out that nearly 60% of the U.S. adult population now owns a smartphone and almost half own a tablet. For many people, mobile content is their most common form of …

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The Battle for Customer Attention Starts With Company Culture

July 14, 2015 by Michael Brenner Many people believe that marketing is just advertising or selling. But, in reality, marketing is actually a conversation that you the entrepreneur start by meeting your customers’ needs. One of the biggest challenges in marketing we see is executives who resist it by asking, “Yes, but how will this help me sell more?” Many …

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Lincoln Electric Changes Perception of Industry with Brand Storytelling

July 7, 2015 Great storytelling starts with a narrative bigger than yourself. But getting buy-in for an approach to building an audience that’s unconventional isn’t easy for B2B marketers – especially if you work for an industrial company. Most brands want to talk products and features, rather than spark a captivating conversation. But stepping outside the norms of what people …

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What America’s Independence Can Teach You About Content Marketing

June 30, 2015 “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness…” In honor of the Fourth of July, we found ten inspirations from America’s birth over 200 years ago that apply to content …

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Content: The Show That Never Ends

June 23, 2015 by Robert Rose Welcome back my friends to the show that never ends   We’re so glad you could attend   Come inside! Come inside! I was visiting with a mid-sized company this week. I was brought in to help them sort out their content marketing strategy. In the discovery part of our conversation, they showed me some of …

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The Rise of the Citizen Storyteller: Part 2

June 9, 2015 For a company to make the transition from telling stories to creating brand experiences, they have to focus on the power of their employees to amplify the purpose and essence of the brand story. Confining storytelling just to marketing or PR limits the value and impact that storytelling can make.  It’s what David Packard, one of the …

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Why B2B Suffers From Marketing Myopia

May 26, 2015 In 1960, American economist and Harvard Business School professor Theodore Levitt wrote a paper called “Marketing Myopia,” which was published in the Harvard Business Review. In it, he suggests that “businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products.” Certainly a groundbreaking concept at the time. Some …

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6 Elements of Remarkable B2B Storytelling

May 12, 2015 Whether he knew it or not, my grandfather was a master storyteller. He was born on a small farm outside idyllic Faaborg, Denmark and immigrated to America when he was a mere 14 years old. He traveled around the country as a young man, and finally joined the army during WWI so he could have U.S. citizenship. …

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A Marketer’s Search for Meaning: 5 Attributes of Relevancy

April 28, 2015 I read an article the other day that said that people are hired for hard skills and fired for a lack of soft skills. I’ve found this to be true, and even more so for marketers as our pace of change keeps picking up speed. I listen to marketers talk about the struggles they have in their …

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What Marketing Can Learn from IT About Content

April 14, 2015 Marketing sets the tone and pace for content strategy, but there’s a great deal marketers can learn from their IT counterparts. More than a decade ago, 17 software developers gathered for a weekend to talk about development methods. One of the outcomes was the Agile Manifesto – a document that shared the groups’ belief of a better …

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Overt or Covert: What’s Your Content Culture?

March 31, 2015 One of the questions I’m asked most often is, “How do I convince my boss/CMO/executive to do content marketing?” I tell these people what every great sales person knows – you don’t convince anyone of anything. Despite what the old adage says, it can be nearly impossible to lead a horse to water, much less teach him …

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Experiences: The 7th Era of Marketing

March 23, 2015 I’m excited to share that today marks the release of a new book that I’ve co-authored with the uber talented Robert Rose – Experiences: The 7th Era of Marketing. As anyone who’s written a book knows, it’s no small feat. We’ve spent the last year synthesizing five years of research, workshops, consulting engagements and conversations with more …

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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 …

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How Emerson Made Science Sexy with Storytelling

February 24, 2015 One of my favorite quotes from marketing icons about B2B marketing is that it doesn’t mean “boring-to-boring.” And, while logically we know that doesn’t have to be case, it’s rare that hard-core B2B companies do anything to break that stigma. Unless you’re Emerson. Of any B2B company that’s earned the right to stay in the obscure, gray …

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Content Marketing and the Rise of the Citizen Storyteller

February 17, 2015 For companies to make the transition from telling stories to creating brand experiences, they have to focus on the power of amplifying the essence of their brand story. Confining storytelling strictly to the brand or PR teams limits the value and impact that can be had. Creating citizen storytellers isn’t only about tapping the ranks for ideas …

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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 …

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How to Build Strong Brand Storytelling From the Inside Out

January 20, 2015 How to Build Strong Brand Storytelling From the Inside Out As marketers, we focus a lot of our time and attention on outside audiences, which makes sense. We’re trying to get people to buy what we sell. We want them to get to know us, like us, talk about us and think what we sell is a …

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12 Months of Learning From 12 Top B2B Marketers

January 6, 2015 One of the things I love about looking at the clean slate of a new year is 365 days of possibilities. Part of what gets me excited is taking one idea, focusing on it, and then putting it into practice little by little. Huge change all at once can be hugely overwhelming. But what I find is …

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Creating Purpose-Driven Marketing Departments

December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …