Stories By Marcia Riefer Johnston
‘Stay Scrappy’ and More Wisdom on Creativity From a Pixar Animator
Want to spark innovation, influence perceptions, and inspire people to believe in your organization’s values and brand? Take some tips from a 20-year Pixar animator who also has worked with big B2B brands.
Content Tech Overload? 3 Questions to Ask Before You Buy
Do you have a strategy for building your content-tech stack? You should. Start with these three questions to get more use of your tech, make it last longer, and see if you really need that shiny new thing.
Falling Behind Your Competitors? Build a Content Brand
Though clients trusted the company, its marketing was immature. It lagged in thought leadership and digital marketing – far behind its competitors. Then, the financial services company created a content brand.
How to Create Unified Content That Works in Diverse Global Markets [Examples]
As a marketer in a global company, your content must be unified everywhere in the world. But rigid consistency across cultures can backfire or undercut your business goals. You need a two-direction approach – top-down and bottom-up.
Chatbots, AI, and Context: Top Takeaways From Intelligent Content Conference
What do we do as technology outpaces our ability to comprehend what we can do with it? Listen to the counsel of Intelligent Content Conference presenters and these three takeaways around chatbots, artificial intelligence, and context.
News Powerhouse Gives Pointers for Great Content
Want to create content that gives your readers palpitations? Read this insider’s view of how a new kind of global business news outlet is creating content that its audience freaking loves.
Words That Convert: Test, Learn, Repeat
One of the most effective ways to boost your conversion rate is to test and tweak your words. Read on for real-life proof and learn why “submit” isn’t necessarily a bad word.
How the Best Newsletters Get – and Keep – Readers’ Attention
How do you create a newsletter so compelling people not only subscribe to it but also look forward to receiving and reading it? Scott Monty has a few thoughts on this challenge based on his expertise and his own perusing.
How a Winery Crushed Its Content Marketing With Video
Wonder what it takes to make a video so good your audience or news outlets can't wait to get their hands on it? Learn from a marketer who uses video to crush Jordan Winery’s content marketing strategy.
How to Grow Your Audience From Zero to Millions in Less Than 5 Years
If your brand is struggling to build an audience (or just wants to boost your efforts), take note of the Quartz team experience in this case study. It starts with thinking of your content marketing team as a media company within the brand.
How to Rock Mobile Native Advertising
Imagine a piece of sponsored content appearing at the top of The New York Times’ most-emailed articles list. It happened to work from T Brand Studio. Now someone from that team shares the secrets to creating a great native ad.
How to Set Your Content Free for a Mobile, Voice, Ready-for-Anything Future
Do you tune out when people talk about structured content? Or do the benefits come off as a miracle cure? Learn why it’s worth understanding, how it delivers on the promises, and what it means to set your content free by structuring it.