Author Archive:

Agencies Losing The Revolution

I’m hot off of perhaps the busiest four weeks of my career – traveling to a dozen cities, across three continents and speaking at no less than half a dozen conferences. The events ranged from traditional content management meetups such as the Intelligent Content Conference in San Jose, to big agency focused events such as…

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Native Advertising Is Neither

I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline…

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Reinventing Maps For Marketing

As a consultant, I’m honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses I work with are, in many cases, actually reinventing an existing content marketing strategy. And sometimes in these instances, the business case for reinvention starts from a point of…

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Content Collaboration Tools

Ever since Content Marketing Institute (CMI) began conducting content marketing researchthree years ago, North American B2B marketers have told me that their two biggest challenges are “producing enough content” and “producing the kind of content that engages.” However, when I dive a bit more deeply and examine those content creation challenges within the context of what’s really going…

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Content, Context, & Chaos

“Are you experienced?  Have you ever been experienced? Well I have.” Jimi Hendrix Have you heard? Customers are more empowered now, and we have to be really good at engaging them across a lot of digital channels. Okay, this is the part where I insert some insane growth numbers about mobile, social or how much…

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Be Remarkable Or Fail

Over the last few weeks, Joe Pulizzi and I have posted a few of our ideas on the importance of planning in a successful approach to content marketing. Joe touched on the importance of strategy in his 4 Truths About Content Marketing Agencies piece, and I followed this with my thoughts on content marketing’s current status in the “Valley…

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The Manager of Meaning

The roles of the CMO and the CIO are evolving. We know this. Of this change, it is more critical that they both evolve into something with a common purpose, than the change in role itself. Big Data just might be the big idea that hastens the alignment of this purpose, but it won’t, itself,…

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Content Marketing Disillusionment

A few days ago, Joe Pulizzi wrote a post, 4 Truths About Content Marketing Agencies. There, he outlined some of the agency trends and best practices that we at CMI have observed as the ideas around content marketing become more widespread — and as more companies join the “gold rush” of helping brands produce this content.…

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When Did Marketing Become IT

The process of marketing is changing. Yes! we finally understand this now. The need to deliver on Peter Drucker’s promise of marketing as “the distinguishing, unique function of the business” is becoming self-evident. As such, the skill of marketing is one that is pervasive throughout the entire organization. As Drucker  said, “leadership is a marketing…

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Storytelling: The Hero’s Journey

As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determininghow to develop these stories in the first place. There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at…

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