Content Marketer, by Action if not Job Title: MarketScale Interviews Adam Williams

Posted by Owen Matson, Ph.D. on Mar 29, 2017 11:43:08 AM

Now I am a content marketer, by action if not job title. I get to put content marketing into action because I’ve been given the room to shape my own role and our companies’ marketing path…  What helps to ease that challenge is our leadership is supportive and onboard. I couldn’t ask for more from them. I have the green light and their patience to keep letting this evolve. We all are thinking long term.

—Adam Williams, Head of Marketing, Palo Duro Hardwoods and Lägler North America

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Topics: Creative, B2B Content, B2B Digital Marketing, B2B Brand Writing, Marketer Interview, Marketer Profile, Content Marketing

Writing-Marketing-Tech: Merging Technical Writing into Effective B2B Content

Posted by Owen Matson, Ph.D. on Mar 22, 2017 8:36:26 PM

Market-Tech Writing: The Rising Values-Based B2B Branding Requires New Forms of Content Writing  

While 88% of B2B marketers currently incorporate content marketing strategies, 60% say they struggle to create “engaging content.” In other words, the rise in content marketing has not necessarily meant a rise in content that actually engages audiences.  Where’s the disconnect? 

For Ann Handley of Marketing Profs, the challenge of creating engaging content reflects fundamental challenges in the quality of content writing.  While 72% of B2B Marketers want to focus on creating engaging content, Handley notes that only 41% express interest in improving their storytelling skills.  And only 19% are focused on becoming stronger writers.  Hadley argues that the tendency to "undervalue writing" and storytelling in the content process “is why we have a tough time creating 'engaging content'—and why that has consistently been a top challenge in the past six years.”

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Topics: Creative, Business Communication, Brand, storytelling, B2B Marketing, B2B Content, B2B Digital Marketing

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 


  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

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on Mar 20, 2017 1:47:05 PM


Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

Posted by Owen Matson, Ph.D. on Mar 17, 2017 6:04:57 PM

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

As with any major business decision, when it comes to choosing a marketing agency, you will find endless advice.  And, as with much advice, the guidance provided tends to reflect the priorities of the one giving it.  So, in the interest of full disclosure, as Content Director at an agency that focuses on actually producing content for clients—not all agencies create content—I tend to see quality content creation as the central consideration. 

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Topics: Video, Creative, Content, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Calculating the ROI of Hiring a B2B Marketing Firm

Posted by Owen Matson, Ph.D. on Mar 15, 2017 4:24:46 PM

Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle.  And this is just the beginning...

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Topics: Video, Marketing Technology, Creative, Solutions, Business Communication, B2B Marketing, B2B Content, Content Strategy

Acting Real: Beyond the Contradictions of Authentic Marketing

Posted by Owen Matson, Ph.D. on Mar 9, 2017 3:18:23 PM

Act Naturally--Or at Least Don't Act Unnaturally! 

Common marketing wisdom holds that  brand authenticity plays a key role in growing business.  According to Kissmetrics, authenticity brings the following benefits:

  • It elevates your business above the competition
  • It builds your identity and image into something influential
  • It gives substance to your business, services and products
  • It enables people to relate to your business
  • It helps people understand how what you offer is of benefit to them
  • It tells people that what you offer is of high quality
  • It marks you out as a reliable, trustworthy company
  • It encourages engagement and can turn audiences into advocates

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Topics: Creative, Content, Narrative Marketing, Brand, Thought Leadership, B2B Marketing

You Have Tons of Marketing Data.  Now What?

Posted by Owen Matson, Ph.D. on Mar 6, 2017 1:56:17 PM

What to Do with All that Marketing Data! 

Without a plan for how to use data, the rest of your content strategy can quickly turn into a wandering expenditure of time, resources and lost sales... 
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Topics: Creative, Marketing Data, B2B Marketing, Sales Cycle, B2B Content

Brain-Based Content Strategy

Posted by Owen Matson, Ph.D. on Mar 1, 2017 5:46:10 PM

As a teacher, I operated under the motto that there are no bad students, just boring classes.  Keeping classes interesting is no easy task Maintaining an engaging content strategy involves similar challenges: Roughly put, getting information into a brain is like trying to get into an exclusive nightclub where only the glamorous few are selected. Once inside, another gatekeeper, emotion, determines what makes the cut to enter the upper VIP lounge in the prefrontal cortex—that valuable 13% of cerebral architecture where our highest cognition and emotional reflection takes place.

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Topics: Creative, Content, Content Strategy

What's the future of retail?  Retail's Ongoing Quest for New Forms of Experiential Immersion

Posted by Owen Matson, Ph.D. on Jan 23, 2017 9:33:41 AM


Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.  

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Topics: Marketing Technology, Creative, Content, Narrative Marketing, storytelling, Marketing Theory, B2B Marketing

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