The Fall of the Story
A lack of true content is killing the reputation of content marketing. That’s the view of Joe Pulizzi, who is hearing more griping from the small business owners and executives attending his content marketing classes. They complain that their email newsletters, blogs and Facebook pages are not getting enough traction. When the complaints came up at a workshop a few months ago, an exasperated Pulizzi asked his audience how their content was different. He was greeted with silence. To read the full article click here.
Trending with Joseph Michelli
In his latest book, “Driven to Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way,” bestselling author Joseph A. Michelli, PhD, provides an insider’s look at the iconic brand’s approach to creating and sustaining customer experiences. The sought-after speaker and organizational consultant has become a globally recognized thought leader in customer experience design by creating masterful roadmaps that help transform the relationship between leaders, employees, and the customers they serve. To read the full article click here.
The managing partner of SalesGlobe, which helps companies connect their sales strategies to their bottom lines, says that when you take away your employees’ “box,” which represents tried-and-true processes and technical specs, you inadvertently create a major constraint – not being able to conduct business in a way that is familiar to them.
Rather than promoting new thinking by creating an “outside of the box” environment, Donnolo recommends identifying a company’s creativity need – boosting functional creativity, which has constraints, but is targeted toward an issue or objective, or artistic creativity, which has minimal or no constraints and is targeted toward expression. To read the full article click here.
What’s Your Story
Content. Ask any marketing department, and they’ll tell you that the quest for organic and compelling content is among their top priorities. According to the “2016 B2B Content Marketing Trends—North America” from Content Marketing Institute/MarketingProfs, 82 percent are highly focused on creating more engaging content. The report surveyed 1,521 U.S. B2B marketers representing a full range of industries, functional areas and company and size. To read the full article click here.
Jim Beach loves to talk shop. And when the conversation turns to entrepreneurship and market research and why the dialog with your customers must constantly stay open, Beach relishes at the chance to discuss the art of market research – an exercise he admittedly says is a never-ending endeavor.
This is where Beach excels. At age 25, he started the American Computer Experience and grew the company with no capital infusion to $12 million in annual revenue and more than 700 employees. At the time, American Computer Experience was the world’s largest technology training company for children and fostered partnerships with Microsoft, Intel, Lego, NASA, among others. To read the full article click here.
American business lore is rife with anecdotes of the entrepreneur who followed his gut and – against all the odds and naysayers – built a multi-million dollar brand. But if gut instincts – or intuition – are so critical to achieving the American dream, you may have to ask why half of all new small businesses fail within five years and three quarters of venture-capital backed startups never return capital to their investors?
The reason is that despite overwhelming evidence that outcomes improve when decision-makers engage in a more deliberative, data-driven process, we continue to base our decisions largely on quick, automatic and intuitive processes commonly referred to as “gut instinct.” To read the full article click here.
It’s A Print Thing
Looking for ways to generate more leads? According to Eccolo Media’s “B2B Technology Content Survey,” customer magazines and publications are among the valuable ways companies explain to buyers how their products and solutions can solve their problems. The survey queried 100-plus influencers, including C-level executives, managers, directors, vice presidents and developers from mid-market to small businesses. Here’s a look at some of the ways they are consuming and evaluating product and service purchases. Click here to read the full article.
Trending with Robyn Frey
Walk into Robyn Frey’s office, and what you see may surprise you. A fire hydrant. A sombrero. Godzilla. They’re all a part of the creative genius at work. Now president and creative director of BolchalkFReY in Tucson, Ariz., Frey headed out west after graduating from the University of Georgia with a BA in Graphic Design. These days, she spends her time listening to her clients’ needs and working out ways to help them achieve their goals. If she’s not at a client meeting, she’s working with her talented creative department to brainstorm and execute designs that are visually impactful and appeal to the client’s target market. Here are her insights for what to expect in 2016. Click here to read the full article.
Romancing Your Brand: Social change agent Tim Leberecht on why romance still matters today
It’s alright to ask the question. Tim Leberecht has set himself up to hear it all the time. “Is the romance gone from today’s branding efforts?” Leberecht says no. In fact, the acclaimed author and founder of The Business Romantic Society says there is a new wave of smart and romantic marketers blazing the trail for passion-based messages. In his acclaimed book, “The Business Romantic,” Leberecht shows the captivating power that romantic marketing wields in connecting with today’s consumers. We sat down with the former CMO of global design and architecture firm NBBJ to get his thoughts on how small, everyday actions can help build a more humane economy and offer a glimpse into why brands that create such moments in their customers’ experiences are winning. To read the full article click here.
Eye on the (Real) Content
While everybody talks about the importance of content marketing, many marketers still are trying to grasp what effective content looks like. Interestingly, according to the “B2B Content Marketing 2016: Benchmarks, Budgets, and Trends – North America” report, 55 percent still don’t know. The report, conducted by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, surveyed 1,521 North American B2B marketers. To read the full article click here.
Across America – and particularly among technology and creative types – the grumbling is getting louder.
“They are not using me to my full potential.”
“I’m not growing.”
“I don’t have access to the tools I need to excel.”
“I’m not getting the mentoring I expected.”
“I don’t see any opportunities for advancement.”
“I’ve been here just 18 months and I’ve already outgrown this job.” To read the full article click here.
The most strategic marketers will revisit their content, targeting and media strategies, and challenge themselves to offer more relevant and rewarding audience experiences; in other words, they will focus on earning their audience.” To read the full article click here.
Trending with Data Expert James Pooley
It’s a social media world – and getting more and more socially active every day. But in today’s “sharing” culture, James Pooley believes you can never be too safe. Having recently completed a five-year term as deputy director general at the World Intellectual Property Organization in Geneva, Switzerland, Pooley is an expert in the fields of intellectual property, trade secrets and data security. When it comes to your social media strategies, Pooley, also is author of “Secrets: Managing Information Assets in the Age of Cyberespionage,” believes you must work diligently to protect your company’s sensitive data, proprietary information and trade secrets. Here are his insights on helping protect your brand. To read the full article click here.
Contents Gain Steam
The content marketing train keeps rolling on. According to the “Marketing is a journey not a destination” survey, 57% of CMOs plan to boost their marketing budgets over the next three years with content development topping the list. To read the full article click here
Trending with Paul Friederichsen
Strategic Creative Results. Those are three words that Paul Friederichsen takes very seriously. For more than 30 years, Paul has been working int he branding world as a creative director and strategic planner with an impressive client list such as The Home Depot, GE consumer electronics and RCA. Today the founder of BrandBiz specializes in creating marketing strategies and award winning creative direction campaigns. To read the full article click here.
He painted. It made him feel better. He thought it would help others. That’s the simple part of Jeff Sparr’s story. It’s the everything-in-the-middle part that can and will move you. In his battle with Obsessive Compulsive Disorder (OCD) – a disorder of the brain and behavior defined by persistent thoughts and ritualistic behaviors thatcan interfere with daily activities and relationships– Sparr had good days and bad, until his days mostly became bad. To read the full article click here.