Author: Michael Weiss

As Managing Director of figure18, Michael is a dynamic force in the content marketing world as a veteran speaker and consultant. As a TEDx Talker and accomplished musician, Michael is no stranger to the stage and enjoys entertaining people whether they want to learn, rock out or both! He is the author of Pitch Elevation: Your Guide To Becoming A Better Presenter. Ardath is also an instructor for the Content Marketing Institute Online Training and Certification program. In addition to the Content Marketing Institute, Michael is a contributor to I Have An Idea. Follow Michael on Twitter at @mikepweiss.

By mikeypweiss published April 6, 2014

How Powerful Brand Storytelling Can Supplant Commercials

chipotle-scarecrow imageIn late 2013, Chipotle released a video one writer called “the most beautiful, haunting infomercial you’ll ever see.” Gawker seconded, stating that, “All other ads should just give up.”

In it, a sad-sack scarecrow living in a processed-food dystopia dreams of turning his tiny garden into a bountiful farm (and eventually opens up a little burrito stand). While it may sound a little too cute, the video is actually quite striking… and clearly Chipotle was reaching for something ambitious. Continue Reading

By mikeypweiss published January 1, 2014

Focus on Critical Skills for A Successful Content Marketing Strategy

[Editor’s note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we’ve seen from the CMI Online Training and Certification program’s roster of expert instructors. Today’s post originally appeared on the CMI blog on June 12, 2013.]

hand holding ball-skillsAs a content marketing strategist, I work with companies and organizations to identify their unique brand story and show them how to use content to distinguish themselves, engage customers, and change behavior. That’s content marketing in its most basic form. Continue Reading

By mikeypweiss published September 29, 2013

How GE Makes Big Brand Content Feel Up Close and Personal

brand content-GEHow does the third largest company in the world connect with customers? In a recent interview, Linda Boff, GE’s Executive Director of Global Brand Marketing, explained how the brand uses grassroots events and digital owned moments for engineers, technologists, and inventors to create brand content that uncovers the “maker” in all of us. Continue Reading

By mikeypweiss published June 12, 2013

Why Skills are the Secret to a Successful Content Marketing Strategy

content-marketing-strategy-skill-setsAs a content marketing strategist, I work with companies and organizations to identify their unique brand story and show them how to use content to distinguish themselves, engage customers, and change behavior. That’s content marketing in its most basic form. Continue Reading

By mikeypweiss published December 25, 2012

What Your Content Marketing Can Learn from the Beastie Boys

Beastie-Boys-Pauls-Boutique-cover[Editor’s note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we’ve seen from our CMI Consultants. Today’s post originally appeared on Michael Weiss’ figure18 blog, On May 4, 2012.]

Today we lost a great man; a great storyteller; a great content strategist. Adam Yauch, aka MCA, co-founder of the groundbreaking rap trio, the Beastie Boys, lost his battle with cancer.

He was only 47.

It gives me pause because I grew up with the Beastie Boys. Anyone in their 40s remembers the first time they heard “Fight For Your Right.” The Beastie Boys did more for rap and rock-n’-roll than most people realize. Yes, they were three Jewish rappers from New York, and as a fellow MOT (member of the tribe) I idolized them. They broke down barriers and accomplished things that most musicians dream of. And happily, Adam was alive to be inducted into the Rock and Roll Hall Of Fame last month.Continue Reading

By mikeypweiss published July 30, 2012

How to Help Your Brand Find Its Most Compelling Story

your brand's most compelling story, CMIAs a content marketing consultant, I believe in the power of story, but I’m plagued by one simple question:

Who am I to tell your story?

You may be either working for a company that you did not start or as a consultant tasked with telling a story that you have not lived or do not know intimately. It’s a daunting task. The story has been in the making for years, with many characters (some living, some dead) and many plot twists. There may be many interpretations and points of view; how can you possibly tell it better than the owner?Continue Reading

By mikeypweiss published May 16, 2012

Handy Tips for Presenting Your Story Anywhere and Everywhere

presenting your storyWe’ve been talking for months about how the key to a successful content marketing strategy rests on the ability to craft and tell your brand’s story. Robert Rose wrote an excellent post on how content marketing is all about storytelling. In it, he says that to be successful, “[you have] to weave a compelling, emotionally connected story around your brand.” From CMI to famed film producer Peter Guber to agencies like Story Worldwide, storytelling is a hot topic.

When we create the story that drives our content marketing efforts, we should already know who our audience is and what we want to tell them. When it comes to the platforms, we know how we want to say it (text, video, audio) and where we want to tell it (website, blog, social media, etc.). And typically, we stop there because we have so much to monitor, measure, and manage that we become overwhelmed.Continue Reading