• Content Marketing – Is Your Best Content “Cast Away” Without Human Capital Management?

    In the 2000 hit movie Cast Away, FedEx executive Chuck Noland, played by Tom Hanks, is marooned on a tropical deserted Island and left with only his smarts and savvy in a daily fight for survival. But beyond his smarts he was somewhat fortunate in that he had more than just what resided on that island to help him get by. If you recall, several FedEx boxes washed ashore, as well. Inside of many of them it turned out there were items that turned out to be extremely useful and which aided him at different times (I remember him opening the ice skates and thinking, perfect, just what Chuck needs on a tropical island.) But just about every single item played a role in Chuck’s survival. Now imagine the same movie, with all of those boxes washing ashore, but instead of opening them, Chuck decides to make a fire on day number one using the unopened boxes as kindle… or maybe he just never pays attention to them and they wash back out to sea.

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  • From the Gut: Rethink the Display CLICK

    It sure is en vogue to be riding the “death of traditional media bandwagon.” Attend any modern marketing event and you can’t escape the feeling the moment you walk in the door of a cultish ambience that permeates the room as the finger of modern marketing’s creeping death lurks all around to slay anything that doesn’t represent the new thinking (ok, I might be blacklisted from these events by the close of this blog.) And lumped into the anti-traditional marketing mentions that often seem to have little to no B2B vs B2C distinction are the “rah rah” keynotes calling for the end of days when it comes specifically to the online display advertisement (which is an infant compared to typical forms of traditional marketing.) So I’ve decided to go traditional too, the old-school REAL blog style – a stream of thought with no research while resorting to just the gut to defend the display ad. Let’s get this out of the way before I go any further, I’m a bit of a hybrid – I’ve relied on content marketing to drive lead generation through my tele

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  • Unicorn Meat, Klingons and ERP Platforms – All the Write Moves: Part 1.1b

    ta’ jegh – That’s Klingon for “Content is King” (hey, don’t tell me you didn’t learn something today!) But unless you are at a Star Trek convention, that piece of unearthly wisdom is likely not going to earn you any merit badges of mainstream social inclusiveness or even build personal equity for your ascent up the Corporate ladder. Don’t believe me? Go ahead and infuse a little awkwardness by dabbling in Klingon speak with your friends over a beer, or perhaps during your next Quarterly Business Review. But I digress… Point is, as a Demand Generation professional, I find myself constantly swimming in the deep end of the content marketing pool – and I come across some great examples of extremely well-written, engaging and impactful pieces and then some, well – examples that might have well been written in Klingon. And all too often it comes down to missing what is typically rule #1 in writing: KNOW YOUR AUDIENCE! (Oh how my High School English Teacher Mr. Stroud would be so proud of me for that – except my grammar

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