Alan Brawn Joins Pro AV Now for Digital Signage Discussion

Posted by Denis McInerny on Nov 8, 2017 2:11:37 PM

Alan Brawn calls into the show today to discuss some key elements of Digital Signage in the industry as well as highlights a new/old Display technology: Direct View LED.

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

Video Continues to Lead Content Marketing Formats

Posted by Denis McInerny on Oct 30, 2017 9:01:00 AM

The power of marketing with video content has been well documented. In B2B marketing, popular uses for video marketing include: 

  • Customer testimonial video
  • 3D product videos
  • Videos demonstrating how products are made
  • Animated explainer videos
  • Tradeshow and live event video content
  • Employee interviews and company history videos
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Topics: Content, Creative, STrategy, storytelling, Thought Leadership, Narrative Marketing

Why Marketers Confront Widespread Misunderstanding of their Role and Value

Posted by Owen Matson, Ph.D. on Apr 6, 2017 1:44:21 PM

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.  

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Topics: Thought Leadership, Brand Writing, storytelling, The Marketing Profession, Marketing, Digital Marketing, Business Communication

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

Posted by Owen Matson, Ph.D. on Mar 22, 2017 7:36:26 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: B2B Content, B2B Marketing, B2B Digital Marketing, Creative, storytelling, Business Communication, Brand

B2B Marketers: 4 Quick Tips to Target Decision Makers

Posted by Owen Matson, Ph.D. on Mar 14, 2017 10:45:59 AM


Reaching Decision Makers Remains a Priority in B2B Marketing Strategy

Despite the growth of collective and consensus-driven decision-making, C-Level executives still have the power to make or break a deal, and they can at least be expected to have the final say. So it’s as important as it ever has been to attempt to engage them.

CEOs need to understand the importance of an ultimate business to business marketing plan to guarantee great results. Although it’s really hard to catch the attention of customers today as they are always busy, there are effective tips to help you get positive feedback or at least make them notice your brand.  Don’t worry because here are 5 of the best techniques to make them recognize the value of what you offer.

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Topics: B2B Marketing, B2B Content, Business Communication, Content Strategy, storytelling, Content

What the Simpsons Can Teach Us about Effective Storytelling in an Age of Multi-Media

Posted by Owen Matson, Ph.D. on Mar 3, 2017 1:43:55 PM

Once Upon a Time, There Were Linear Stories 

Linear stories are straightforward, literally: They present a beginning, a middle, and an end. Wherever we are in the story, we are aware that there are pages preceding and pages to come.  Epic poems and, later, theater, followed the more linear progression we might better associate with a scroll or bound book.  In all these forms, the linear progression of the story sets our path for us. We do not surf across novels in varying directions. We can’t skip ahead or turn the channel while watching a play.  Our place in the scroll, book, or third act indicates how close we are to finishing, and our emotional experience is entirely bound up in time.

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Topics: B2B Content, B2B Digital Marketing, Marketing Theory, storytelling, Thought Leadership

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 8:33:41 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: Content, Creative, storytelling, B2B Marketing, Narrative Marketing, Marketing Technology, Marketing Theory

The Psychology of Storytelling and Gamification

Posted by Owen Matson, Ph.D. on Jan 20, 2017 5:46:34 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: Content, Creative, STrategy, storytelling, Thought Leadership, Narrative Marketing

Content Marketing is Changing the Future of Storytelling: Strategy Needs to Catch Up

Posted by Owen Matson, Ph.D. on Oct 12, 2016 5:07:48 PM

Content Marketing and the Future of Storytelling

In the world of content marketing, one hears a lot about the power of storytelling as an important aspect of brand strategy. Effective brand strategy thus requires knowing something about stories.

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Topics: Content, B2B Content, Content Strategy, storytelling, Thought Leadership, B2B Marketing

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

Posted by Owen Matson, Ph.D. on Jul 4, 2016 1:37:27 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: Content, Brand, B2B Marketing, Business Communication, inbound, Creative, Narrative Marketing, storytelling

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