The Latest White Papers

Cleaning Up Your Social Media

Before Snapchat, we had Pinterest and Instagram. Before Insta, we had Twitter. Before Twitter, we had Facebook and LinkedIn. And before that … MySpace (now Myspace), the modern social channel that launched them all. And those are not even close to being all the available social media platforms. We can’t forget Reddit, TikTok, WeChat, Douyin,

Content Based Marketing

In an ironic twist, rather than focusing on the buyer’s experience, most of today’s marketing strategy research often focuses on the transformation of the B2B marketer’s efforts. Much like B2B marketing and sales itself, we so often look at the relationship between B2B businesses and buyers through the lens of “enough about me, let’s talk

Creating The Consultative Experience

Today, many B2B businesses have come to believe that there is an asymmetric relationship between the company and its buyers. The perception is that buyers are “in control” and armed with more and higher-quality information than ever before. Yes, there is an asymmetry of information, but because buyers don’t know how much they need or

Architecting Connected Digital Experiences

In today's digital marketing environment, the challenge of connecting digital customer experiences is not a shortage of technology. In fact, in many cases there are too many technologies. The overarching challenge is that most organizations approach the technology of digital marketing as siloed engines that power separate, channel-specific experiences rather than a self-learning, connected network

The Latest Ideas....

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Code

Let’s Give Them Something (New) to Talk About

You’ve all heard the story of Henry Ford commenting on the automobile: “If I had asked people what they wanted, ...
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Slow Down

Slow Down, You Move Too Fast

As I write this, I’m sitting on a plane watching the sun rise over the Alps, making my way on ...
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SEO Publish

Publish, Perish, or Patience

If you’ve worked in a university, you’ve heard the phrase “Publish or perish.” It describes the pressure that academics feel ...
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Wants

Needs and Wants, Shoulds and Coulds

The Intelligent Content Conference is still fresh in my memory. What a wonderful group. In my keynote address, I asked ...
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Apple and Orange

Looking for the Commonalities

Distinction bias. Cognitive psychologists use this term to describe what humans do when comparing two similar things: We see those ...
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Frogs in Tree

Look Before You Leapfrog

If you could go back, let’s say 10 or 15 years, and skip the first generation of content and marketing ...
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