Why Marketing and Sales Need to Collaborate on Content Strategy

Posted by Owen Matson, Ph.D. on Apr 19, 2017 9:30:45 AM

Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.

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Topics: Content, B2B Marketing, Content Strategy, Marketing and Sales

Subscription as Artistic Service: Autonomy On Demand at HBO and Netflix

Posted by Owen Matson, Ph.D. on Apr 3, 2017 3:52:01 PM

Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese            

Subscription Service and the Importance of Risk Taking

Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom."   References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom.  At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.  

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Topics: Content, advertising, Brand, B2B Marketing, Content Strategy

The Grammar of Brand Writing: Effective Branding and the Myth of Proper Grammar

Posted by Owen Matson, Ph.D. on Mar 27, 2017 9:00:00 AM

Effective Marketing is Effective Writing. But what is effective writing? 

Wait, one second, let me get my Mark Twain on: Now there ain't a rule in this here language what can't be broke. The so-called rules of English grammar and style were not spoken by a burning bush; they're just guidelines about what's likely to be effective. If you learn to treat them that way, you'll live a happier life.

Effective writing comes down to 3 simple steps:

  1. Figure out where your audience is now.
  2. Figure out where you want your audience to end up.
  3. Take them from one to the other.

If you can pull it off, anything goes.

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Topics: Content, Content Strategy, Writing, Content Writing, B2B Brand Writing, Grammar, Style, Brand Voice

Salvaged Spaces: Recycled Forms in Architecture

Posted by Owen Matson, Ph.D. on Mar 24, 2017 10:06:41 PM

 

7 designs in action: Envisioning a world in which architecture cannot be destroyed, but is continually remade and revised, where demolition sites are repositories for new materials and natural habitats are extensions of our own communities — not simply a source of raw materials. Read more here.

ARCHITECTURAL COLLAGE: 7 PROJECTS UTILIZING RECYCLED FORMS AND SALVAGED DESIGNS 

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Topics: Content, B2B Content, B2B Digital Marketing, Architecture, Sustainability

Ask a Kid: 5 Insights on Human-Centered Experience

Posted by Owen Matson, Ph.D. on Mar 24, 2017 8:12:45 PM

WHAT CHILDREN CAN TEACH US ABOUT DESIGNING HUMAN-CENTERED EXPERIENCE

A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care.  The article is not only useful; more importantly, it's moving.  Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs.  It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:

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Topics: Content, Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Healthcare Industry, Healthcare Design and Engineering

Why Your B2B Strategy Needs SlideShare

Posted by Owen Matson, Ph.D. on Mar 24, 2017 3:18:18 PM

Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach. 

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Topics: Video, Content, B2B Content, Content Strategy, B2B Social Selling

B2B Marketing Needs to Get More Emotional

Posted by Owen Matson, Ph.D. on Mar 23, 2017 12:57:47 PM

Why B2B Marketing Needs to Get More Emotional

Traditionally the life sciences industry has been product-centric, focused on share of voice and marketing messages. Changes to the healthcare business model are forcing organizations to adopt a customer-centric model in order to align with the way the “buyer” buys. The good news is that industries like retail, consumer goods, and telecommunications have blazed a trail for Life Sciences companies to follow when making this transition.

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Digital Marketing

15 Expert Tips for How to Curate Effective Email Newsletters

Posted by Owen Matson, Ph.D. on Mar 21, 2017 6:20:52 PM

Curation, not Automation: 15 Expert Tips for How to Curate an Effective Email Newsletters

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

36 Reasons Why B2B Marketers Need Email Newsletters

Posted by Owen Matson, Ph.D. on Mar 21, 2017 5:53:32 PM

36 Reasons Why Email Newsletters

In a recent interview for MarketScale, Publicate founder and CEO Chris Bradley, discussed the why email newsletters offer As a term, 'Email Newsletter' does sometimes prompt eye-rolling and visions of business marketers "endless opportunities" to engage clients and grow business:

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

Are We Containers for Content? The Origin of Memes

Posted by Owen Matson, Ph.D. on Mar 20, 2017 7:10:11 PM

Memes: Tacky Fun/Theory of Techno-Human Evolution/Powerful Marketing

"When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the meme's propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.”--Richard Dawkins, The Selfish Gene 

MEME:

  1. a cultural item that is transmitted by repetition and replication in a manner analogous to the biologocal transmission of genes. 
  2. a cultural item in the form of an image, video, phrase, etc., that is spread vie the internet and often altered in a creative or humorous way.

The word “meme” was invented about 40 years ago by evolutionary theorist Richard Dawkins.  Dawkins coined the term in his controversial 1976 book, The Selfish Gene.  The book is famous.  The word “meme” is even more famous.

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Topics: Creative, Content, inbound, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

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