Our Business

Some Of The Brands We've Helped

What we believe....

Building experiences builds the most valuable business asset: audiences.

Our goal is to help every company create intelligent content marketing strategies.

Businesses today have the opportunity to become the trusted source of interesting things.

It’s not the technology, the paid media, the social channel, or even the email that enables this.  It’s what we put inside all those things. It’s the content. Those businesses that develop a strategy that differentiates the value they create in owned media will command more trust, more loyalty and more advocacy.

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The Meaninglessness of Data

I’m just finishing Factfulness by Hans Rosling. This amazing book illuminates a world we barely recognize by challenging what we assume the “facts” to be. Rosling posits that we are operating under perspective-distorting, emotion-fueled “instincts” about how to use information, causing us to assume the worst. Rosling argues that our world, according to a new

Who Is Your “Arbiter of Good?”

An article caught my eye this week because it speaks to a dilemma I often face when talking with clients. The Inc.com piece quotes author Malcolm Gladwell talking about the talent of one of his editors: “My editor at the New Yorker magazine, David Remnick, is a better writer than 95% of the people who

Life Inside A Reshaped Box

Looking for new ideas? Do you believe you should think outside the box more often? As it turns out, encouraging someone to “think outside the box” is pretty useless advice. The phrase was popularized in the 1970s based on a puzzle used by researchers and management consultants. The puzzle challenged people to look at nine

Content Marketing And Sales – Bridging The Gap [New Research]

Content Marketing and Sales. At its surface it seems like a bad mismatch.  But new research shows that business performance can be intricately linked to strategic alignment between these two groups. Stop me if you’ve heard this one. Two psychiatrists walk by each other in the hallway. Each says, “Good morning.” After they pass, each

There Is No Spoon In Content Marketing

In the movie The Matrix, there’s a famous scene where Neo meets The Oracle. As he walks into her apartment, he sees a young boy bending a spoon with his mind. He’s fascinated. As he bends down and takes the spoon, the boy offers some advice: “Do not try and bend the spoon. That’s impossible.

Finding New In The Different

This last month I got to travel to Seoul, South Korea. I had the honor of bringing Content Marketing, our Master Class, and #CMWorld goodness to Seoul for the first ever Content Marketing Asia Forum, put on with our partner in Korea, Stone Brand Communications. As you might expect, I’ve been doing research into the

Gaslighting In Content Marketing

Distrust. It’s a popular topic in marketing these days. We’ve discussed at length how it might be the biggest opportunity in content marketing. Building trust with audiences is the critical foundation for evolving them into leads, opportunities, customers, and loyal advocates of our brand. So, inevitably, we focus on how to establish valuable content that

Spielberg Your Audience!

A few weeks ago, Microsoft purchased the developer community GitHub for $7.5 billion. It’s an astounding 30x multiple on annual recurring revenue. To put that into perspective, Microsoft paid 7x revenue for LinkedIn. Much like the LinkedIn acquisition, this move shows how much strategic value Microsoft places on the ability to reach addressable audiences. GitHub

Think Big, Start Small, Act Fast.

It’s busy isn’t it?  We just started the second half of 2018, and so I ask…. How’s your content marketing coming along? I visited a client last week to help with their content marketing planning. The team was pressed for time with the start of their new fiscal year (July 1) approaching fast, and they