B2B Tech Marketing Redefines Tech Writing

Posted by Owen Matson, Ph.D. on Mar 16, 2017 7:50:39 PM

For B2B Technology Marketing, Engaging Content Requires a Whole New Kind of Technical Writing
According to a 2016 report from CMI and MarketingProfs, 72% of B2B tech marketers consider the creation of engaging content a top priority.  However, just 19% ranked becoming better writers at the top of their to-do list.  

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Topics: Marketing Services, Content, Narrative Marketing, 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

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

HOW THE ONE-TIME BATTLE FOR RETAIL’S FUTURE HAS NOW RECONCILED INTO AN ALLIANCE OF PHYSICAL-DIGITAL INTEGRATION

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

The Psychology of Storytelling and Gamification

Posted by Owen Matson, Ph.D. on Jan 20, 2017 6:46:34 PM

 Can we locate the secret power of stories and“re-install” that power into other texts, like batteries in an old toy? Might we somehow perform some Frankenstein-ian surgical “transplant” of “story” to breathe life into non-storied forms of information?

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Topics: Creative, Content, Narrative Marketing, storytelling, Thought Leadership, STrategy

"Anyone? Anyone?" From Information to Transformation: Narrative Marketing as Experiential Education

Posted by Owen Matson, Ph.D. on Jul 4, 2016 2:37:27 PM

Content Marketing fundamentally involves an attempt to inform—that is, educate—a specific audience.  Effective content marketing thus requires the ability to educate effectively. The key phrase here is "effective education."  Anyone who's seen Ferris Bueller's Day Off knows what ineffective education looks like.  Teaching is a kind of marketing--and vice versa.  Whether in classrooms or on company websites, nobody learns much from droning abstractions.  Students can be a tough audience--marketing can learn a few things from effective teaching practice.

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Topics: Creative, Content, inbound, Narrative Marketing, Business Communication, Brand, storytelling, B2B Marketing

Brands are not Commercial Propaganda; They are a Part of Cultural Language

Posted by Owen Matson, Ph.D. on Jun 18, 2016 9:44:28 AM

Back when I was in graduate school, Naomi Klein’s No Logo (2000) was all the rage. The book launches a powerful attack against, among other things, the takeover of public space by brand logos. Klein means well. It’s just that the book relies on and perpetuates the very system it condemns. After all, the cover of No Logo quickly became an instantly recognizable logo, an emblem of anti-consumerism. A brand.

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Topics: Content, Narrative Marketing, Brand, Marketing Theory

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