Without conflict, there is no story. It is conflict that defines the story. Whenever a writer is sharing a story idea with me, I’m listening for the conflict. Specifically, what is preventing the main character from reaching a specific, desired goal. And whenever a marketer references the brand “storytelling,” I’m listening for the same things.… Continue reading Conflict Is Story: What It Means for Marketing Storytellers
He’s been called the “godfather of content marketing” and with good reason. Long before we were attending content-themed conferences, Joe Pulizzi was trying to convince his clients that content was the next big thing in marketing. It took a few years, but he’s convinced large and small companies to hire Chief Content Officers (CCO) to… Continue reading Epic Interview with Content Marketer Joe Pulizzi
Andrew Davis is the guy you want on your marketing team. He’s smart, passionate, funny, and has an uncanny knack for nailing it. His book Brandscaping: Unleashing the Power of Partnerships captures the essential rules of modern digital marketing. And if you had to distill it down to just one idea, it would be that… Continue reading Brandscaping with Author and Marketer Andrew Davis
Despite being a relatively young industry, there are some pioneers who recognized the need and potential of content strategy. Their names pop up in blog posts, conferences, and bookshelves because they are the true thought leaders of this evolving discipline.
Instead of becoming a fond footnote of the content strategy industry, Ann Rockley has continued to evolve with fresh, relevant insights. Her book is “Managing Enterprise Content,” quite frankly, required reading for everyone who wants to work in content strategy.
Every once in a while, you read a business book and it becomes obvious that what you’ve been doing…is wrong. You know at that moment that you need to start doing things differently.
I had that feeling the first time I read “Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back” by Rohit Bhargava. At the time, Rohit was a co-worker at Ogilvy and I was reading the book as a professional courtesy. I mean, sure, he was a smart guy, super nice, and seemed to understand marketing, but I wasn’t expecting much. Most marketing books are bland and theoretical. Short on insight and long on catchphrases.
But Rohit’s book was different. It was clear that Rohit had taken great pains to write a book that went beyond basic theories social media and marketing. It was an insightful, actionable book that is as relevant today as when it was published in 2008.