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How Digital Marketing Operations Can Transform Business

Publishing content isn’t what inspires people to listen to you. In this article, David Edelman and Jason Heller from McKinsey & Company point out that when customers have bad experiences, they quit being customers. But marketers don’t think about that; they think about creating content. A big reason marketing can’t deliver a superior experience is […]

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Experiences Are Unstructured

So, I was speaking at a technology event recently, and the audience was full of technical content specialists. In a talk that preceded mine, one of the speakers got up and said something that made me laugh out loud. (I told him I was going to steal it.) This is what he said: “Marketing is […]

customer-experience

How Important is Customer Experience Today than Yesterday?

I really love this article. In our book, Carla and I talk about how the opportunity for marketing is now stretched way beyond the simple “top of the funnel” activities of “building awareness”, or “generating leads”.  We now have the opportunity to create differentiated value through the entirety of the buyer’s journey. This article talks […]

Content Success

Content Success Isn’t A Destination

Many organizations want to know how to get good at content. I’ve recently done a little work for one such organization, a high-tech consumer-focused company. I was one of a long line of advisors – including at least two analyst firms, a consulting firm, and a digital agency – to suggest that this company merge its technical-content […]

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How Online Retailers Are Creating Immersive Brand Experiences in the Real World

How can a bricks and mortar retailer compete with online competitors?  Through amazing content-driven experiences. Warby Parker, and smart retailers like them, understands that customers who walk into their store don’t want to be sold to. Instead, they’re tapping into digital behavior to create personalized experiences. If you have some time on your hands and […]