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Experiences

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What Is Personal?

What was the best piece of personalized content you received in the last week? If you’re like eight of the 10 people I chatted with as part of what like to call a “walking the dog” survey I did last week while attending a marketing conference, you don’t remember. What was the best piece of […]

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Collateral Damage?

Do you have a content strategy – or a collateral strategy? This is a question I find myself asking more and more. Think about why we call brochures, sell sheets, leaflets, bill stuffers, websites, emails, and other materials we create to support sales “marketing collateral.” When you look at the dictionary meaning of the word […]

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B2B Brand Storytelling: Learning From Nike.

When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971 (previously known as Blue Ribbon Sports), founders Phil Knight and Bill Bowerman have been unwavering with Nike’s mission: To bring inspiration and innovation to every athlete in the world. What defines […]

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Cars Or Faster Horses?

Do you ever have one of those weeks where the same statistic is thrown in your face multiple times, and you can’t help but think, “There must be some message here for me”? This week, for me, it was this statistic: 70% of marketing content goes unused. This is not a new statistic. In 2009, IDC […]

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Content Is What We Are

My week’s question for ya’ll… Why is content so important to business? So, two quick stories. Story one. A while back I was advising an enterprise B2B client that launched a new – separate – digital content platform that represented a sparkly new brand initiative. (Yes, it was expensive.) Why was it separate, you ask? Why was it […]

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Don’t Be Trapped by Form

When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When you have a story, outline it, abstract it, even write it without considering whether it will be a novel, a screenplay or a television show. If you start with the form, […]