I spend a lot of time with people at different levels in various marketing organizations. I run a sales organization that sells to them, so it makes sense. This puts me in a pretty good position to compare the people that I meet and form some general opinions about how they do their jobs. I’m […]
Smarter Content and a TV Purchase The last time I bought a television, I researched extensively. I ventured online to find the best possible quality for my money. I visited a few brick & mortar stores to see TVs live and in action. I even picked up a copy of Consumer Reports. I did serious […]
When David Berkowitz declared the “The Beginning of the End of Storytelling” in Ad Age, the advertising executive told five separate stories to make his point. As CMO of the ad agency MRY, Berkowitz was telling his own ‘brand story’ in arguing that ‘storymaking’ is future of connecting with people (MRY does storymaking). Berkowitz is […]
"Marketers have much to gain by including sales in the content marketing mix. Get to it!"
—Marc Cowlin
"Emotional posts drive an average reaction rate of 0.5%, which is more than double that of informational posts... "
—Jason Falls
If you break marketing down to its end goal, the primary objective is to sell. Just like sales and finance teams, marketers are after the holy grail of business – the all mighty dollar. While most will agree that this is true, they’ll also agree that today marketing is also about engagement and sharing. The best […]
You know that moment when you’re sitting in the restaurant and you hear the sizzle of a far off Fajita plate coming your way? As it gets closer you begin to salivate and you feel an overwhelming joy as you anticipate your first bite? This sound, the sizzle, triggers a deep emotional connection. The same […]
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Cisco social strategist and comedian, Tim Washer, discusses his approach to content marketing
One of my favorite examples of compelling content produced by a business-to-business (B2B) company is the Cisco Valentine’s Day video. To tell a compelling story that is so outstanding that people want to share it with their friends is great, and to tell the story with $150,000 network server hardware is simply incredible.
As you can imagine, I was thrilled when I got the opportunity to interview Cisco's Tim Washer for the first Thismoment in Content Marketing video. Tim Washer is the man behind the video and a social strategist for Cisco. [...]
Clickbait is to content marketing what smoking is to living: you’ll get your high (metrics), but you will be judged harshly, and eventually, the clickbait will kill you. It’s common sense that misleading readers in order to inflate clicks is bad. However, using clickbait is tempting because we’re under immense pressure to grow an audience […]
"A UGC hashtag campaign without ROI is indeed DOA!"
—Dan Kimball