I see an interesting opportunity in B2B content marketing. B2B businesses have come to believe that there’s an asymmetric relationship with buyers. They think buyers are in control because
We all have things in our life that, according to best practices, should absolutely not work but somehow still do. In fact, they not only work – in some cases they
As businesses start expanding their use of content marketing, both old and new questions have emerged as to the efficacy of using content to further our marketing strategy. It feels
I had an interesting conversation this week about whether to focus on outputs or outcomes. Conventional wisdom holds that great strategy starts with outcomes as a core focus. But outputs
Are you a big picture person or a details person? Think about it for a moment. Would you respond differently if you knew your answer would determine your leadership potential
“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.” That quote often gets attributed to Albert
So many advertisements from the past seem cringeworthy now. They were undeniably sexist when they came out – today, it boggles the mind to consider that anyone thought they were acceptable.
One of the more difficult things to do is take something away from someone – even if they have no idea why they wanted it in the first place. Psychologists and
How does content work in your business? Last month, a frustrated client told me his CMO asked him how content marketing works. He didn’t have a good answer. It
Look through your library of case studies, and I bet you’ll find they all follow the same template: 1. A customer had a big problem (that precisely matched the
Have you watched the Friends Reunion? Friends is one of the most successful television sitcoms of all times. The show ran for a full decade from 1994 to 2004, and
What’s the problem with marketing measurement? Is it that we don’t measure? Well, no, because in our last Content Marketing research study we found that 81% of us
