Research points to the “Attention Equation” behind measurable content success
While most content success has been determined by audience size and engagement, a new “attention equation” looks at consumer focus and commitment to drive marketing value.
Dissecting Apple’s disruptive marketing case study
A new music video took the advertising industry by storm but if you study this marketing case study carefully, you’ll see something more than an ad. It’s a demomnstration of disruptive marketing.
Why Gated Content Kills Your Marketing Success
Gated content is a popular way to create leads for a marketing strategy. This post describes why this popular tactic is working against you.
How to battle boring … even without a budget
I’m working on a new book and studying inspiring examples of creative excellence. This topic is timely because we certainly have an epidemic of dullness in the world, and AI isn’t making it any better! Early in my career, I learned a powerful lesson on how to battle boredom that changed my professional life forever. […]
Why you need to build a content strategy on rented land. In fact, you have no choice.
“Never build on rented land” is a cherished content strategy idea. But is it true?
Stop blaming short attention spans!
Attention spans are short. Guess again.
A lesson in the power of artisanal marketing
I learned a powerful lesson in artisanal marketing from a thank you note.
The iceberg chart of content creation
Content creation success requires a long-term mindset.
Four ways to jumpstart your content marketing by creating insights instead of information
There is a big difference between information and insight. Creating insights may win the day for content marketing!
Observing this event unfold was a content marketing masterclass
Watching a gigantic online conference unfold became a content marketing masterclass, warts and all.