What Are the Major Differences? 03 Feb “Aren’t writers just writers?” The question came from a strategy colleague when I was helping a brand staff its new content studio. We had just presented a list of different types of writers the company needed to hire, including copywriters, bloggers, editors, and social media creators. My colleague wasn’t convinced. She’s not the only person […] Read More
Why Social Impact Storytelling Will Be 2021’s Hottest Content Trend 22 Jan After the sadistic uncertainty of 2020, it feels a bit ridiculous to try to predict what 2021 will bring. But one thing is clear: Gen Z and millennials are changing the way that brands tell their stories and position themselves in the market. That’s right. After a decade killing chain restaurants, marriage, and the McDonald’s […] Read More
As a Marketing Leader, I’m Taking These 5 Actions to Thrive in 2021 11 Dec 2020 is a year unlike any other. As LiveIntent’s SVP of global marketing, I came in with a comprehensive plan, ready to execute. Then the pandemic hit, and like other marketing leaders, I threw the plan right out the window. For example, in-person conferences and hosted events are a big part of how LiveIntent builds […] Read More
Content Value Is Going to Change the Way Marketers Think About SEO 04 Dec A key part of my job as a product manager at Contently is talking to people. Before we ever ship a new feature to the public, we gather intel and ask for feedback. By getting a sense of how people think, act, and solve problems, I can help tailor our product to their needs. Earlier […] Read More
3 Trends That Could Make Virtual Events Less Awful in 2021 20 Nov If there was one common challenge that marketers and media pros faced in 2020—besides periods of existential horror—it was trying to figure out virtual events. Maybe you had to change an in-person event to a virtual event on the fly. Maybe you sponsored a virtual event and still have no idea what the hell it […] Read More
Mediocre Content Is Hurting Your Brand 12 Nov Let’s just say it: Most branded content isn’t very good. I should know. I worked for years as a content strategist. I’ve spent the last decade researching and reporting on the content marketing industry. I even wrote a book about it. Along the way, I’ve probably consumed more pieces of branded content than anyone else. […] Read More
We Took a Risk on Social Proof in Our Marketing. Here’s Why It Paid Off 21 Oct Think of the last time you went to buy something on Amazon. I guarantee you looked at two things—first the price, then the reviews. Chances are, the reviews carried significantly more weight than the price in your decision-making. That’s not just because you’re a savvy shopper. It’s because of one of the most powerful psychological […] Read More
5 Trends That’ll Get You Promoted 15 Oct B2B companies always have to think a step ahead. They’re looking for something that’ll give their products and services an extra edge. Something that’ll convince potential customers to learn more. Great content marketing has the power to do that. Today’s audiences come across so much mediocre content that looks and sounds the same. Lately, innovative […] Read More
5 Content Campaigns That Changed the Way I Saw Marketing 15 Oct After nearly 30 years in advertising and digital marketing, I’m fascinated by how the early parts of our careers shape us along the way. Looking for insight from the past, I began to binge-write chapters of my career from the beginning, stumbling onto lessons from each job. It’s resulted in a book, Bronze Seeks Silver: […] Read More
How We Doubled Webinar Leads By Becoming Our Own Biggest Advertiser 05 Oct The year is 1994, and people are excited about—checks notes—banner ads. No, seriously. The internet was new at the time, and the media and marketing industries expected websites to be a utopia for advertising. “We came with the attitude that this was a sacred ground,” Joe McCambley, who helped create one of the first banner […] Read More
