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15 Ways to Build a Thriving Corporate Culture

March 1, 2018 by Carla Johnson Whether you’re a newbie startup up or an established Fortune 100 company, culture affects every aspect of your customer experience. It’s the defining element that tells people whether you believe your own sales job. In 1992 Harvard Business School professors John Kotter and James Heskett wrote the book Corporate Culture and Performance. In it, …

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“Tilt” Your Way to Grab Your Audience’s Attention

July 27, 2017 by Chuck Frey In the classic Spanish novel The Ingenious Gentleman Don Quixote of La Mancha by Miguel de Cervantes Saavedra, a nobleman becomes so enamored with stories of brave knights and ladies fair that his perception of reality becomes warped. At one point, he attacks windmills, convinced that he must bravely vanquish these “ferocious giants.” All …

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Nurturing Corporate Culture: It’s Critical to Get Employees On Board

July 13, 2017 by Michelle Smith Randstad’s Work Watch survey reveals company culture is a critical driver of business success. In fact, two-thirds of employees believe company culture is vitally important to the success of their organizations, noting it has the greatest impact on their morale and productivity. While corporate culture may be the secret weapon to retaining workers and increasing productivity, many work cultures have …

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B2B Brand Storytelling: Learning From Nike

August 23, 2016 by Carla Johnson When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971 (previously known as Blue Ribbon Sports), founders Phil Knight and Bill Bowerman have been unwavering with Nike’s mission: To bring inspiration and innovation to every athlete in the world. What …

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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 …

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Does Your Company Have a Full-Funnel Content Strategy?

July 28, 2016 by Chuck Frey Do your sales and marketing teams have a full funnel content strategy – a process for moving your ideal prospects from awareness to consideration and acquisition? An effective content strategy isn’t just focused on inbound marketing – generating leads to fill the top of the sales funnel – which is where many B2B marketers …

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Can You be the Steven Spielberg of Content?

July 12, 2016 by Robert Rose Allow me to geek out a bit. I was surfing Reddit last week, and a thread caught my eye. It was a question about the classic movie Jurassic Park. The person asked why, after 20+ years, the CGI (computer-generated imagery) seemed so much more realistic than some of today’s movies that feature state-of-the-art technology. …

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Growing Up – Moving Away from Kid’s Menu Content

July 7, 2016 by Jeff Julian Content marketers love writing content.  It’s almost like we made Content Marketing up just to fool our managers into letting us write and get paid for it.  Just in the segment of content dedicated to help marketers, thousands of pieces of content are being produced and distributed daily but most of it is, well, …

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Why Subscribers are Key to Growing Your Brand’s Audience

May 31, 2016 I’ve had the amazing pleasure of working with many brands to transform their marketing departments and build their content marketing programs. It doesn’t matter how big or small they are, they understand that how they get and keep people’s attention is very different from just a few years ago. They lead with value rather than their brand. …

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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 …

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5 Steps to Create a Business-Driven Content Marketing Strategy

May 24, 2016 Most brands have grabbed hold of the idea of content marketing but many struggle with how to plan and execute it to see meaningful results. Without exception, this comes from a lack of understanding about how to create and deliver value as marketers that’s separate and distinct from the products and services that we sell. Our ability …

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Digital Storytelling: Powerful Insights from 14 Top Experts

May 17, 2016 Storytelling is a skill that content marketers need to have, but it’s also something that they struggle with. Most marketers confuse digital storytelling with digital selling. There’s a big difference. Marketers who consistently tell a great story understand there’s a number of ways to tell a story through digital channels that give it dimension and make it …

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4 Myths Preventing True B2B Customer Understanding

May 10, 2016 by Tony Zambito There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) …

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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 …

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Research: Technology Marketers Gain Stronger Content Marketing Foothold

March 29, 2016 Maturity and experience. These are two things that matter with the 71% of technology marketers who say their organizations are effective with content marketing. The latest research from the Content Marketing Institute (CMI) and MarketingProfs delves into the success of technology marketers. In 2016 B2B Technology Content Marketing: Benchmarks, Budgets and Trends – North America, technology marketers …

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March Madness: Would Warren Buffet Give You $1 Billion?

March 22, 2016 March madness is upon us. If you’re a college basketball fan rooting for the sure thing or the underdog, this is nirvana. If you couldn’t care less about any sport on the planet, it’s still hard to hide from the frenzy. Every year there’s a team that goes in as the top seed. Are they a sure …

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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 …

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Developing an Emotional Connection with Customers: Insights from HP’s Antonio Lucio

February 23, 2016 Telling a story, creating an experience or building a relationship of any kind, with anyone, starts with an emotional connection. This idea sits at the back of the classroom for most marketers. In an article from Forbes, HP CMO Antonio Lucio talked about his formula for building a sustainable brand: E = I2+DEA or… Emotion=Insight+Innovation+Digital Engagement+Experiences+Accountability In our book, …

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6 Characteristics of Great Brand Storytelling

January 19, 2016 Supreme Court judges have interesting responsibilities, to say the least. In 1964, the Supreme Court heard the case Jacobellis v. Ohio. The case was about a manager of a motion picture theater who had been convicted under a state obscenity law of possessing and exhibiting an allegedly obscene film and asked to have the lower rulings overturned. …

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How a Content Marketing Mission Statement Supports the Brand Story

January 5, 2016 I love teaching workshops on content marketing and brand storytelling because there’s such a great opportunity to connect the dots for people. One of my favorites is when we talk about brand storytelling and how it relates to the content marketing mission statement. When I explain how this works, I truly feel like a magician revealing the …