A version of this story appeared in Total Annarchy, my fortnightly newsletter that helps you be a better writer, storyteller, marketer. Get it in your inbox; you’ll love it. * * * Above ^^ is a sign I read in a hospital waiting room a few days ago. It’s one of the top hospitals in […]
storytelling
How This Marketing Program Cleaned Up: A Case Study in B2B Storytelling
A version of this story appeared in Total Annarchy, my fortnightly newsletter that helps you be a better writer, storyteller, marketer. Get it in your inbox; you’ll love it. * * * Pop quiz time: You run Marketing at a B2B company that sells industrial floor-cleaning equipment. You want to amp up awareness and demand with […]
Why We Need Smaller Stories in Content Marketing
Image source: Gratisography I talk a lot about thinking BIGGER in your marketing: sharing a bigger story to put your company in the larger context of what people care about. But today, I’m focusing not on big… but on small. I’m focusing on the need to tell the smallest story possible. Small stories are specific. […]
Content Marketing Grows Up: My 2016 Prediction
Content Marketing wakes up one morning in a place it doesn’t recognize, and tries to piece together what happened last night… and all the previous nights, too. (Because, if it’s being honest, last night wasn’t an occasional bender—it had become a lifestyle.) It takes a hard look at itself and wonders with a measure of […]
Lessons from Skype: Your Story Is about People (Not Your Technology)
Whether you sell technology or toasters, your marketing should always be about people. In other words, your customers should be at the heart of your content, not your products. Your product might be as revolutionary as an escalator to the moon, but your story isn’t about that: It’s not about what you do or what […]
Looking for Eddie Field
Eddie Field had ears that stuck out like mug handles from either side of his head and a face that was a constellation of freckles. He wore his hair in a Boy’s Regular barber cut, cropped close to his head, which only served to emphasize both the freckles and the unfortunate angle of his ears. […]