Targeted by the Content Marketing Institute

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I’m assuming Content Marketing Institute founder Joe Pulizzi and his team developed buyer personas for Content Marketing World. If so, they were right on target. It’s sobering to know that rather than the discerning, quirky individualist I like to think I am, I fit a persona to a tee. Dang you, Joe Pulizzi. The lineup […]

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How do I create B2B content that speaks to many levels?

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If your company deals in high-dollar products or services it can be difficult to create content that speaks to the whole organization involved in the purchase decision. You may have a champion in the client company. But that champion has to get buy-in from the finance folks, operations, marketing and who knows who else. If […]

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Nuggets of goodness from Content Marketing World

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I’m still digesting the mind-blowing two days at Content Marketing World, but a few insights keep bubbling to the surface: — All stories, even B2B, will sing with a narrative arc that includes a sense of danger and characters representing the hero, the villain and the mentor. Imagine Harry Potter without Voldemort or Dumbledore. Is […]

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Taken with writing?

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  With apologies to Liam Neeson’s character in the film “Taken,”  I borrowed his part of the chilling phone conversation that sets the tone for the movie. (A pretty cool action thriller in the realistic style of the Bourne series, if you like that kind of thing. I do.) My idea was to put it […]

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AP Stylebook Beta Tester

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I’m happier than Ralphie on Christmas Day when he got the official Red Ryder Carbine-Action Two-Hundred-Shot Range Model Air Rifle! I’ve been selected to be a beta tester for the AP Stylebook from the good folks at StyleGuard. I get free access for a year in return for providing feedback. I’ve waited for this since […]

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