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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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

Succeeding Into The Crisis Of Change

The question I’m asked most frequently at the end of a workshop or keynote is some version of this: “When your management team doesn’t see the value in content marketing, how do you convince them that change is needed?” It’s a thorny problem because change requires not only getting one or two people to think

The Stories Our Customers Tell Themselves

  I’m just back from a marathon trip through Europe. Visiting five European cities in eight days sounds wonderful until you actually do it. Take it from me – unless you’re 22 years old – it’s too much. One benefit of meeting with a variety of marketers from so many different kinds of companies is

A Different Kind of Leadership

Can we talk about LeBron? I’m on a fairly extensive trip throughout Europe, teaching a workshop, visiting with clients, and seeing a few sights along the way. As a result, I’m only following NBA basketball from afar. But, wow, LeBron James is simply leading the way for the Cleveland Cavaliers. It’s funny, the theme of

Your Flawed Brand Character Matters

Face It: Your Brand Is Flawed You see it every day. Brands behaving badly in both major and minor ways. Facebook faces down both Congress and its customers over privacy concerns. Pepsi creates an ad featuring model Kendall Jenner leaving a photo shoot and joining a protest. Adidas sends an email just after last year’s

The Weekly Advisory 6-01-18

Welcome to the Weekly Advisory, Welcome to summer…unofficially, as the summer solstice isn’t for another several weeks. But, when you look out the window, I’m sure it’s harder and harder to focus. Well, we’re here to help with some ways to still stay in the cool kids club this summer, focus on customer centricity and

Finding Hygge In Our Work

I’ve just returned from a week in Denmark. There, I learned about, and experienced, a Danish concept called “hygge.” Most pronunciation guides simplify the sound to hoo-ga. But it’s NOT like Chatta-NOOGA. I’d spell it phonetically as heueu-gae – where you breathe out the H, make more of an “ew” than an “oo” sound, and