As an expert who coaches clients on content marketing, I’m always curious about content marketing from brands I respect. Lately I’ve been surprised to see more than a few brands stray from their brand voice, even a brand voice that had been consistent for years. Many brands are suffering financially because of COVID-19. Brands also …
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Marketers from Accuweather, Cyrus One and Kaiser Permanente posed a series of tough questions about brand voice: How can a brand quantify content ‘tone’ as in ‘brand voice’? How do you create a consistent brand voice? What should be written from the brand voice versus an author? Do you have best practices/tips for creating a …
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To prioritize content: Put your audience needs first. Build your content base. Create a content calendar, starting with mega-content. Ride the currents of trends and news. 1. Put your audience needs first. To discover what kind of content is best to build, first learn all you can your audience, your tribe and your customers. The …
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How to get everyone in your company on message. How do you come up with your company’s message? Do you create it yourself in marketing or communications? Or involve a group of leaders from your company to co-create the message? Here are 4 reasons why it’s better to co-create the company message in a group. …
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Fresh Ideas on Storytelling, Disruption, Messaging, Customers, Content & Analytics Business Marketing Association (BMA) conferences convened hundreds of B2B marketers and marketing thought leaders. Here are quotes from the most thought-provoking speakers at one conference: Linda Boff on storytelling: “Be creative. Nothing will take the place of great storytelling. Nothing would matter if the material …
Telecom Italia is rebranding, transforming its “house of brands” into a single unified TIM master brand. Carlotta Ventura, group senior vice president-brand strategy and media at Telecom Italia, is leading the charge. “We’ve decided to have just one brand for all the commercial offerings,” says Ventura. “Simplicity of choice is one of the core reasons …
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