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. First, a group can recall more anecdotes and […]
52 Insights to Spark New Marketing Ideas
Fresh Ideas on Storytelling, Disruption, Messaging, Customers, Content & Analytics The Business Marketing Association (BMA) 2016 Conference convened 600 B2B marketers and marketing thought leaders. Here are quotes from the most thought-provoking speakers: Linda Boff on storytelling: “Be creative. Nothing will take the place of great storytelling. Nothing would matter if the material we […]
7 Ideas from Italy to Simplify Your Brand
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 […]
Great Content Marketing Makes Your Buyers Smarter
Great Content Marketing is more about brains than budget. Deep content makes your customers smarter. That’s my favorite quote from Ann Handley’s talk at Content Marketing World. She’s the founder of Marketing Profs, a speaker, blogger and author. Ann reminds us what content marketing is all about: creating your audience of subscribers. With content marketing, […]
Are ‘You’ the Missing Person in Content Marketing?
Do you know of a missing persons’ bureau for content marketing? Maybe there should be one. When I review websites for a competitive content audit, I often find someone important is missing: “you” the buyer or customer. On many B2B websites, nowhere on the webpage does the voice of the brand ever speak to “you.” […]