Stories are far better at activating the emotions of customers than data. People are built to respond to stories. So put your messages into a narrative. Some of the best, recent Super Bowl ads tell stories: The Budweiser ads with Clydesdales (including some with puppy friends) The Volkswagen Darth Vader ad in which a kid […]
In most companies buying decisions are made by teams of several people. Research by Bob Johnson of IDG Connect and Kim Wallace of Wallace and Washburn shows the critical importance of being a preferred vendor before the team’s very first meeting. In their research of thousands of buyers they found that 97% had a favorite […]
Ann Handley is the Chief Content Officer of MarketingProfs. In fact, as far as she knows she was the first person in the world with the title Chief Content Officer. She is the co-author of Content Rules and the author of Everybody Writes, which is due out this September. A shorter version of this interview […]
Mike Volpe, is the Chief Marketing Officer of HubSpot, a leading marketing technololgy company. He joined the company as its fifth employee in 2006 and helped grow it in 8 years to over 10,000 customers. He and his team produce over 50,000 leads per month. A shorter version of this interview appears on the IDG […]
Companies are giving increasing support to content marketing for a number of good reasons. Many of these companies, though, are not getting nearly the return that they could. Here are five keys to making your content marketing program more successful: 1. Create personas 2. Create content to guide buyers throughout their journey 3. Make your […]
Storytelling is one of the best ways to create a bond with people, and content marketers should use it and other creative techniques to make their materials stand out. Read the full post on the Econsultancy blog.
I recently interviewed Jamie Scheu, Vice President, Associate Director of Content at Hill Holliday about content marketing. The fact that we choose what to view, read and interact with as a result of content marketing, rather than having messages thrust upon us as in traditional advertising, makes a huge difference to what we think of the products and […]
France is the number one country in the world for international tourism, based on the number of foreign visitors. About 80 million people from other countries visited it in 2011, with the runner up United States pretty far behind at about 62 million. A real contributor to this tourism is the Tour de France, which […]