Stories By Jonathan Crossfield
Thought leadership is not just a badge any marketer can claim for their content. It’s a distinction that needs to be built on proven expertise and validated by your audience.
So many marketers compete to attract the same audience within the same topic while drawing upon the same information or facts. How do you avoid that? Always start with two.
Treating creativity as the product of tools is like discussing the art of the novel by analyzing the brand of typewriter George Orwell used. Before investing in one, ask whether the tool will add distractions or remove them.
It’s tempting to exploit innate human curiosity with dramatic headlines and provocative social posts. But it won’t pay off in the long run – unless you understand how to keep audiences reading, watching, and clicking for more.
Your B2B audiences want to solve a problem or learn something new without feeling like they are studying for a Ph.D. And yet, boring, academic-like content pervades. It’s time to rethink that.
Great content writing takes more than transcribing interviews or curating easy-to-find information. Use this (often misunderstood and undervalued) writing process to explain why faster content isn’t always better.
Ever wondered why one piece of content leaves you cold while another hooks you to the end? Joe Lazauskas explains how the right story taps deep into the brain in this article from the new all-digital CCO magazine.
Get highlights from 2018 editions of Chief Content Officer magazine, from its focus on content effectiveness and data crunching, to account-based marketing and virtual reality.
How do you adapt to a world far less forgiving and far more skeptical of the ways you capture and use data? Ruth Carter – internet, intellectual property, and business attorney – offers some perspective and advice.
Comics aren’t just SMASH, WHAM, KAPOW! One of the oldest mediums is one of the most powerful and overlooked in content marketing. Yet some brands are working with top comics creators and publishers such as Marvel Comics.
Want your social content to go viral? Go for the heart. That’s one of the lessons from the success of a 2106 smash image. But don’t stop there. Once you have people’s attention, keep the give and take going.
Finding a great app or tool sometimes can feel like winning the lottery – maybe not the Mega Millions, but at least a $20 scratch-off ticket. Here are some winning picks from some of our favorite sources.