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Stories By Ardath Albee


IKEA Executes B2C Video Storytelling with Style

Leveraging the power of video, IKEA tells its story in funny, instructional, and inspirational ways motivating its customers to tell the bigger stories. Take the IKEA Home Tour to learn from this Content Marketing of the Year finalist.

Get Your Fans to Share Their Love: What Every Brand Can Learn From GoPro

Imagine if your audience enthusiastically took over the brand’s promotion. Few businesses have transformed user-generated content better than GoPro. Now, learn how and get inspired by Content Marketer of the Year finalist Paul Crandell.

Ingenious Storytelling Gets Great Response From Science Nerds

A Fortune 500 company celebrated its anniversary through storytelling, celebration, and a commitment to the industry. The content marketing initiative found big success. Learn how from its CMO, a Content Marketer of the Year finalist.

Scaling Content Marketing: How CSC Put the Content Hub to Work

The Content Marketer of the Year finalist chosen for her scaling success shares how the company’s formal Content Hub creates engaging content with consistent messaging and develops processes to repurpose content in many languages.

How to Deliver Quantifiable Content Marketing Success With a Small Team

Almost 80% of B2B marketers aren’t successful at tracking of content marketing’s ROI. Learn how Wake Forest Innovations, which is led by a Content Marketer of the Year finalist, uses its content to deliver huge, quantifiable success.

Marriott’s Influencer Marketing Program Breaks the Mold: A Look at Their Strategy

Marriott has put a huge stake in the ground with the launch of its Content Studio and focus on influencer marketing. Find out how Content Marketer of the Year finalist David Beebe is delivering on the strategy.

Why Marketers Need More Education to Push Content Publishing Forward

Research studies show us that although organizations increasingly recognize the value of content marketing, many marketers continue to struggle with the basics of the practice and doubt their effectiveness. Find out more about why marketers need more education to push content marketing forward.

B2B Buyer Personas: Don't Keep Them In the Closet

Many marketers have buyer personas that they're not using -- mainly because they're simply unusable in a B2B complex sale situation. Find out more about creating useful B2B buyer personas.

Why B2B Content Marketing Must Go Beyond Random Acts of Publishing

Marketers are urged to think like publishers, but content marketing takes a whole lot more than just publishing — especially for B2B companies with complex sales. Find out why B2B content marketing must go beyond random acts of publishing.

Can B2B Marketers Become Content Whisperers?

Telling marketers to listen is one thing. Helping them know whether to change strategy based on what they "hear" from their audience is entirely another. Find out how listening can go wrong and how B2B marketers can become content "whisperers."

Content Marketing Theory vs. Practice: 8 Truths

Theory is great, and all marketers should understand it. But practice is about execution. Build your strategy around these 8 truths which consider content marketing theory vs. practice.

Three Treatments For Dissociative Content Disorder

In Diagnosis: A Serious but Curable Disease: Content Dissociative Disorder, Author Ardath Albee explains about the critical condition of this disorder and how to avoid it. Define Your Company Persona Create an umbrella persona for your company or brand. Just as a buyer persona is representative of a target market, a company persona is representative of how you want your market to see you. This persona will help to align all of your messaging and present an engaging and recognizable voice. Just remember that your messaging and content must be human, not robotic. Get Your Brand Publishers on Board Aim for consistency across all of the marketing channels you use, including content producers outside of marketing. Remember: your presence should be easily identifiable and deliver on the expectations set in one channel when experienced on another. With some practice, you’ll begin to see how minor variations in voice can meet the needs of different formats and channels without creating confusion....