May 26, 2017

The heart of great content marketing: ‘Giving content gifts’

What kind of content will the people you hope to influence truly value? Not something they snack on like a bag of chips and are soon hungry for something else. But nourishing content that sticks to the ribs and gives them something they really want. It’s a question I had the opportunity to ask Ann […]

How far can TV programs go with sponsored content?

Ad-wary TV viewers could get relief from an unlikely source – the advertisers they dislike. Recent moves by networks and advertisers signal what may become the next evolution in TV commercials: sponsored content. It’s an evolution that could also be a relief to brand marketers who have seen a steady decline in advertising effectiveness. Not […]

The stories that matter

The most powerful brand stories aren’t the ones we tell our customers. They are the ones customers tell themselves. People tell themselves stories every day to make it easier to understand a complex world. The stories they tell have little to do with facts, and a lot to do with how they see the world. […]

The evolution of quality content: From discovery to experience

In the beginning marketers created content. The content was without form and substance; and chaos was on the face of the internet. Then Google said, “Let there be algorithms.” And Google called the algorithms ‘SERP’. This brought order to the chaos and the marketers saw that it was good. Then the marketers optimized the content […]