19 May 2013

10 ways to cultivate content all-stars

10 ways to cultivate content all-stars

When your people bring their voices, knowledge and perspectives into the mix, you can achieve amazing results with your content marketing and thought leadership efforts. But turning your colleagues — your product managers, salespeople, researchers, IT people, and others who have all that valuable knowledge rattling around in their heads — into quality content producers […]

29 Apr 2013

Why generosity trumps greed every time

Why generosity trumps greed every time

Give, and you shall receive: it’s a concept that’s been around for millennia. Yet as many times as we’ve heard that mantra, we’ve also heard this one: nothing’s ever free.Marketers have spent decades devising clever ways to make consumers believe they’re getting the best deal ever, while the business makes gobs of money. While those kinds […]

28 Apr 2013

Behind the content: GoldieBlox

Behind the content: GoldieBlox

GoldieBlox is the new darling of the tech and consumer media. The Oakland-based toy company manufactures a building set designed just for girls — not just to give them the pink-and-pretty version of LEGOs®, previously always marketed to boys, but to appeal to the way girls learn and discover, and to encourage them to develop a love […]

16 Apr 2013

5 ways to be more generous with your content

5 ways to be more generous with your content

Ready to take the high road and make your content less self-serving — so you can win the loyalty of your customers? Consider these tips: Talk about others if you want them to talk about you. The recommended rule of thumb for content in social media is to talk about other people, topics and things […]

30 Jan 2013

Transmedia: it’s about the story, not the tools

Transmedia: it’s about the story, not the tools

The term “transmedia” has become the handle for storytelling with some kind of video or interactive component. But transmedia storytelling is really more about the story itself, not the tools that are used to tell it. The panelists at “Transmedia Storytelling for Brands,” a panel sponsored by the San Francisco chapter of the International Association […]

4 Jul 2012

From sexy to simply irresistible: 6 tips for great white papers

From sexy to simply irresistible: 6 tips for great white papers

Since the content marketing movement began, there’s been a steady increase in demand for white papers — they are, to use a favorite phase of an old friend, “the new hotness.” We hear and say the phrase “white paper” dozens more times a week than we did a couple of years ago. They are considered […]

9 May 2012

15 essential questions to ask in content strategy discovery interviews

15 essential questions to ask in content strategy discovery interviews

Alongside an in-depth content analysis and a study of competitors’ messaging and content, we always start our content strategy process with a series of stakeholder interviews. Who those “stakeholders” are varies depending on the client and project. They almost always include the senior leader of the company, but ideally they also include directors of sales […]

9 May 2012

Take the long way home: uncovering real insights in discovery interviews

Take the long way home: uncovering real insights in discovery interviews

All of our strategy projects usually begin with a series of discovery interviews, usually involving people we’ve identified as “key stakeholders.” The roster usually includes people from a company or organization who can provide insights into the inner workings of the business and how customers make decisions, engage with the company, and use the products. […]

4 Apr 2012

The new content problem

The new content problem

Eighty percent of B2B marketing organizations said they are using content marketing to grow their businesses, in a December 2011 study by the Content Marketing Institute and MarketingProfs. Their most-used tactics include article posting, social media (largely Twitter and LinkedIn), blogs and e-newsletters. Interestingly, marketers expressed a lack of confidence effectiveness of these tactics, stating that […]

13 Mar 2012

Real-life content strategy: conference recap from CSA12

Real-life content strategy: conference recap from CSA12

There’s a tremendous amount of good content work going on in the world, by smart and dedicated strategists who face uphill battles every single day to fight for better content that earns better business results. But we’re only just scratching the surface, and the amount of work yet to be done is daunting. That’s what […]