As the Super Bowl approaches, the single most important game in the National Football League and one of the most iconic sporting events in the world, we can see just how alike sports and marketing really are. How are these teams preparing for the biggest game of the year? They are using their data to develop a winning strategy that gives them their competitive edge. They are watching film and seeing which plays will be successful against their opponents. Content marketing, surprisingly to some, should be treated in the same fashion.

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

It seems with each passing year that the rate of change in business is accelerating. This is especially true when it comes to marketing products and services. In this rapidly evolving world, it can be difficult to make predictions, but here are five marketing trends to keep an eye on in 2019.

Topics: Thought Leadership, Marketing Across Verticals, Video Marketing, Content Marketing Statistics, Marketing and Sales, Digital Marketing, Marketing, B2B Content Strategy, B2B Industry News

 

Topics: SEO, Thought Leadership, Marketing Theory

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.

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

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

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

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

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

Most readers will have likely already encountered a number of articles on the importance of authentic branding--not to mention the various complexities of the concept.  Visitors to this site will in fact find many articles on the topic.  

For all its relevance to effective branding, the challenge of authenticity is , however, above all, personal.  Turn back the dials, and my guess is that you'll find that all these concerns over authenticity speak to more fundamental questions regarding how one might live.

Topics: B2B Brand Writing, B2B Markets, Thought Leadership

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:

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

VALUE PROPOSITIONS AS PURPOSE, NOT JUSTIFICATION

Sales and Marketing wisdom has long underscored the importance of presenting value propositions, that see beyond benefits and features.  

According to Investopedia, a value proposition is

a business or marketing statement that a company uses to summarize why a consumer should buy a product or use a service. This statement convinces a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. 

On the other hand, a product feature is a "distinguishing characteristic of a an item, (such as performance specs, portability, or functionality).  A product benefit is an advantage, help or aid from something.  The distinction sounds good in theory.  In practice, these boundaries can blur.  

Topics: Thought Leadership

 

The "why question" is important, but the answer is more important. 

According to Simon Sinek, your answer to “why” serves as “the purpose, cause, or belief that inspires you to do what you do.”  Ever since Sinek inspired readers to Start with Why (not to mention his viral Ted Talk), the importance of the why question has emerged as a fundamental  piece of leadership wisdom.

Topics: Brand, Thought Leadership, Business Communication, Differentiators, B2B Content, Content Strategy