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Stories By Lisa Petrilli

Create Compelling Community Content: Fiskars Case Study

Must “content” come in written, video or podcast form? Consider the following . . . I’m a raving fan of the Brains on Fire movement. I was thrilled to be invited to participate in their Fire Sessions this year and, along with the other participants, was excited to find a copy of their new book, Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements, waiting for me. I strongly believe it’s a must-read for marketers for so many reasons, but let’s look at one story in particular that really caught my eye (in Lesson #8) in regard to creating content for online communities. This story pertains to the Fiskateers – a movement that Fiskars, a 360-year-old company based in Finland, empowered its crafting/scrapbooking customers to ignite with their own passion:Continue reading

Turn Your Business’s Vision into Inspiring Content: A Case Study

While writing a post for my personal blog on the difference between a business’s mission and its vision, I came across the World Wildlife Fund’s Vision page. I found it to be an extraordinary grouping of content that not only presented the organization’s vision, but then portrayed it in action in several ways. If you came upon this Vision page as someone likely to be a supporter of their mission, then I believe it’s also likely that the content on this page would entice you to become a true believer and a donor as well. And for an organization like the WWF, that makes all the difference.Continue reading

5 Content Marketing Secrets We Can Learn From Thomas Edison

You probably think of Thomas Edison as a great innovator, but did you know he was also a brilliant marketer? He foresaw the creation and evolution of markets, and he worked passionately to bring his beliefs to life. While Edison didn’t use content marketing as we know it today to spread his ideas, there is a lot that we can learn from his formula for success as outlined in the book Innovate Like Edison: The Success System of America’s Greatest Inventor by Sarah Miller Caldicott.Continue reading

How to Use Your Content to Find New Business Opportunities

Remember when Hamlet said, “The play’s the thing…?” He had just come to the realization that he could use his ingenious content (his play) to gauge the reaction of his audience (King Claudius) in order to determine if the king was guilty of murder. For the most part you’re not likely using your content to gauge your customer’s guilt in regard to anything quite so sinister. But, like Hamlet, you should be highly focused on understanding your customer’s reaction to your content. Continue reading