“The stock market is not the economy.” When the stock market is up, it doesn’t always follow that the economy is great. When the stock market crashes, it doesn’t always mean the economy is bad. That’s as true today as it was 25 years ago when I first got into marketing. And it’s a great … Read more
Content practitioners create a spectrum of creative content. Some, like thought leadership e-books, entertaining videos, or customer stories, are seemingly filled with storytelling opportunities. Then, there are the more process-oriented pieces – standards, guidelines, how-to instructions, and other initiatives that relay valuable information. Though necessary, these “constructed” pieces are rarely considered a place to stretch … Read more
Historically, many businesses started their content marketing programs because they believed it would help them rank higher for organic search results. When their target audiences would search for potential solutions to their needs and wants, they would find the brand’s vast array of content and believe that brand is the one that provides the most … Read more
