Whenever I’m asked to create content and campaign recommendations for a client, the SiriusDecisions Audience Requirements Framework tends to be my go-to for inspiration. In the Education Stage of the decision journey, the messaging objective sets a powerful foundation for the “conversation” we have with our buyers: Loosen the status quo. At this stage, we […]
Surveys are tried and true assets in most content arsenals. The reasons are pretty clear: Surveys can give brands a lot of amplification power, using key takeaways and unexpected trends to fuel social sharing and even PR/media outreach. When designed well, surveys also empower brands with a lot of insights about their target buyers. Perhaps the […]
Buyer-focused messaging is the foundation of the creative process. It helps you figure out what story you should tell and why. But solid messaging will only get so far. Marketers should not only be thinking about what to say; they should be thinking of how to say it, as well. Innovative marketers are […]
Half of B2B buying decisions today involve a group of people, according to SiriusDecisions research. The Demand Gen Report 2018 B2B Buyers Survey had 79% of respondents saying there were up to six people involved in the decision-making process. From a high level, designing your messaging and content requires an understanding of your audience, who […]
Think about your career in marketing, and reflect on your most successful projects and your proudest moments. What were they? What was the process like? Who was involved? I don’t know about you, but the projects I look back on most fondly are ones where I really pushed myself (or my clients) creatively. There’s something […]
“Ah, what a lovely day to be in the city,” I said to my colleague as we trudged through the rain. We were venturing to an event space in Union Square, New York City, where Ceros promised to make the case for why “experience matters.” We made our way in and realized we were…in a […]
When artificial intelligence (AI) first burst onto the marketing scene, there was a lot of noise surrounding its impact — and whether that impact would be positive or negative for organizations. Now that practical use cases have been shared more widely and myths surrounding the “robot takeover” have been debunked, organizations have become more eager […]
When you’re brainstorming campaign ideas or a piece of content, it’s easy to get stuck inside your own head. You think, craft ideas, develop drafts, revise copy and re-revise it for hours on end. Completing an asset and getting it out into the field is a tremendous accomplishment, but you may find that it’s not […]
Pop quiz: What’s a great way to engage buyers, encourage them to rate or assess their current strategies and connect them to an end goal or potential? The not-so-surprising answer is quizzes and assessments! Your buyers are gravitating to more snackable, easy-to-digest assets: Up to 84% say they have started to prefer more interactive and […]
It seems like you can’t scroll through social media without seeing some form of criticism or commentary on the new Gillette commercial. The nearly two-minute spot, called, “We Believe: The Best Men Can Be,” digs deep into toxic masculinity. The brand left no stone unturned – including even its own ads from “the good old […]