September 22, 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 […]

A bold move to displace TV advertising

Media is migrating to digital platforms, and that is a problem for traditional advertisers. It’s no surprise that people hate the clutter, the hype, and the interruption of advertising. But what has surprised advertisers is the extent to which they will go to block, skip, and avoid them. Digital media gives them more ways to […]

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 […]