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The Gratitude For Change

We’re on a week-long Thanksgiving break from our six-city Content Marketing Master Class tour. As the holiday approaches and family gathers, I find myself thinking about change. Certainly change is in the air in many ways these days. This year, [...]

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The Weekly Advisory 11-17-17

Welcome to the Weekly Advisory, Just one more week until we enter into the time of the year when excess is the norm and stress levels rise….No need to remind you of that. Let’s take a break and catch up [...]

Why Are You Cutting Stones?

Last week I had a conversation with a marketing director who was as frustrated as he’d ever been. As a former journalist, he found himself now running part of the marketing organization for a B2B company. While he and his [...]

The People Problem Of Content Strategy

Jane is the Senior Director of Marketing at MacGyver Solutions (a fictitious healthcare company I’ve created – but the story itself is real), and she was really stressed out. Healthcare is a sector that’s is moving at unprecedented speed, evolving [...]

The Weekly Advisory 11-10-17

Welcome to the Weekly Advisory, As we wind up for the holiday season, we all feel (hopefully) a change in the air and pumpkin everything taking over. While this is happening all around, take a moment to enjoy a cup [...]

How Risky Is Content Marketing?

At Content Marketing World this year, I had the pleasure of meeting a director of marketing at a large healthcare company. As our conversation turned to how she was using content in her strategy, she told me about how her [...]

The Weekly Advisory 11-03-17

Welcome to the Weekly Advisory, As you comb through the last of the “good” Halloween candy, it’s more than evident….the holidays are upon us. There’s no turning back…it comes every year, and we still seem to scramble yearly for the [...]

How Well Does Your Marketing Sell Marketing?

This week I talked with a CMO of a midsized B2B organization about her biggest challenges. She said, “I’m struggling with acquiring new talent. I’m restructuring my team around a content-centric strategy, and it’s hard to find the right people.” [...]

From Attention to Access – The Audience Strategy

Two very interesting articles came out this week – and each (to my knowledge) are unaware of each other. Together, they are yet two more extremely interesting data points in a trend that we are seeing front and center in [...]

The Weekly Advisory 10-27-17

Welcome to the Weekly Advisory, This week, we’re doing something about feeling a bit creatively burnout, troubled by collaboration and alignment with other departments, and frustrated by the clutter. Hopefully, you’ll feel less of all by the end. Enjoy! Content [...]

The Rise of the Audience Strategist

I’m hoarse and exhausted from a week of Content Marketing World energy. In addition to leading a workshop, delivering a keynote, and conducting a session for a speaker who couldn’t make it, I talked with people affiliated with two dozen [...]

Content ADvisory Brand Storytelling

Hollywood’s Yoda – Robert McKee on Why Most Brand Stories Flop

Brand storytelling is often the superior alternative to conventional features-and-benefits-style communication. Unfortunately, though, the skill doesn’t come easily to brands transitioning to the more altruistic approach.   Here’s why. Why Are You Here! “Why are you here?” the legend himself [...]

The Weekly Advisory 10-20-17

Welcome to the Weekly Advisory, As marketers, we want to be welcoming and warm, but are we missing an important step? This week, the stories below stand out on the promotion of our content, welcoming our new audiences and perceived [...]

How to Acquire and Keep the Best Talent in Content

I was working with a client this last week and heard a fascinating statistic. My client was telling me about his audience, senior-level professionals in large companies, and how studies show how deeply unsatisfied they are in their jobs. In [...]

The Weekly Advisory 10-13-17

Welcome to the Weekly Advisory, As marketers, we want to be welcoming and warm, but are we missing an important step? This week, the stories below stand out on the promotion of our content, welcoming our new audiences and perceived [...]

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