Author: George Stenitzer

George Stenitzer is a content marketing change agent and founder of Crystal Clear Communications. Earlier, he served 13 years as vice president – marketing and communications at Tellabs. CMI named George Content Marketer of the Year for thought-provoking content. BtoB magazine twice named him a Best Marketer. George leads content marketing workshops for the Association of National Advertisers (ANA), blogs weekly on content marketing at www.crystalclearcomms.com and Tweets as @riverwordguy .

By george-stenitzer published June 19, 2016

How to Get Through to Lazy Buyer Brains

Lazy-Buyer-Brains

Your buyer’s brain is a lazy beast. Human brains — your buyer’s, yours, and mine — all seek to conserve energy, maximize rewards, and minimize effort and risk.

A human brain weighs only 3 pounds — 2% or less of the total body weight of most adults. Yet the brain consumes 25% of your oxygen and 20% of your energy.Continue Reading

By george-stenitzer published May 9, 2016

Sharpen Your Content Marketing: 4 Ways to Model the Buyer’s Journey

4 Ways Model Buyer's Journey

The arc of your buyer’s journey is like the arc of a story. Each buyer, each story is unique. There is no one-size-fits-all model of the journey.

But that doesn’t mean you shouldn’t use buyer journey models to optimize your content marketing. The right model for your buyer’s journey adds tremendous clarity and insight to your content marketing strategy.Continue Reading

By george-stenitzer published April 10, 2015

As More Say ‘No’ to Ads, It’s Time to Immunize Content Marketing

no-ads-content-marketing-cover

Around the world, consumers’ power to say “no” to unwanted ads is growing. More and more, people crave complete control of the content they consume. How can content marketing protect itself from this spreading “unwanted-ad disease”?

In France, a pas de publicite  sign stops the delivery of unwanted junk-mail ads. Consumers’ power to choose hurts interruption-driven advertising. Yet it could prove positive for content marketing.Continue Reading

By george-stenitzer published January 15, 2015

Simplify Your Content Marketing Strategy with a One-Page Plan

Content-Marketing-Strategy-One-Page-Plan-Cover

As CMI research shows, marketers with a documented content marketing strategy are more effective than those who don’t have a written strategy. Yet, only 27% of B2C and 48% of B2B marketers have developed a plan.

If you lack a written strategy, a one-page plan is a great place to begin. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier. A one-page strategy can help you:Continue Reading