Author: Jonathan Crossfield

Jonathan Crossfield describes himself as a storyteller because writer, editor, content strategist, digital marketer, journalist, copywriter, consultant, trainer, speaker and blogger wouldn’t fit neatly on a business card. Jonathan has won awards for his magazine articles and blog posts on digital marketing, but that was so long ago now it seems boastful to keep mentioning it in bios. He lives in the Blue Mountains near Sydney, Australia, with a very patient wife and one very impatient cat. Follow Jonathan on Twitter @Kimota.

By jcrossfield published January 17, 2020

What’s Killing the Case Study: A Whodunit Mystery

Why brands muddy their case studies with self-promotion and bland or unsupported claims is an enduring mystery. Editorial detective Jonathan Crossfield pieced together the clues and discovered how to turn this format into a showcase of your brand’s strengths.

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By jcrossfield published October 14, 2019

Can Your Content Bridge the Generation Gap? [Audio Extras]

Throughout history, younger generations have perplexed their elders. That can be baffling enough for parents, but seasoned marketers need to understand what makes each new generation of consumers tick if their strategies are to succeed.

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By jcrossfield published October 14, 2019

The Sound of the Crowd

“Followers” is such a loaded term, with connotations of leadership, of rapt social media crowds awaiting guidance, of committed allegiance. But who is really the follower and who is the influencer in this relationship?

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By jcrossfield published October 14, 2019

Can Account-Based Marketing Bring Content Marketing and Sales Together?

In the Venn diagram of marketing and sales, Joe Chernov sits firmly in the overlap. While the partnership isn’t always hearts and roses, Chernov believes account-based marketing could be the beginning of a beautiful relationship.

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By jcrossfield published October 14, 2019

Reach or Niche? [Audio Extras]

For years, the content marketing mantra has been “quality over quantity.” But bigger audience numbers still look better on a monthly report. How can content marketers strike the right balance between BIG and bold?

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By jcrossfield published October 14, 2019

Finding the Road to Better Engagement [Audio Extras]

Engagement is an oft-cited top content goal. Yet, marketers can’t agree on how to define it, clients often misunderstand its value, and is anyone really measuring it? Does this elusive concept still add up in the content equation?

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By jcrossfield published October 14, 2019

Content Marketing Awards 2019 Winners [Video]

Every year, the Content Marketing Awards celebrates the best the industry has to offer, with the winners of the primary categories announced on the main stage at Content Marketing World. Here are this year’s major winners, along with the projects that won the judging panel’s attention.

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By jcrossfield published July 8, 2019

A Special Relationship: Agencies and Clients

Clients rely on agencies and agencies need clients, but the relationships between them aren’t always smooth. How can brands get the most out of their agency partners? And how can agencies win and retain more clients?

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By jcrossfield published July 8, 2019

Event Marketing Lessons from Content Marketing World

The annual Content Marketing World conference isn’t just about content marketing – it is content marketing. The CMWorld team shares how it creates a memorable event that continues to attract a larger audience every year.

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By jcrossfield published July 8, 2019

The Hidden Consequences of Moderating Social Media’s Dark Side

Far from trivial, inconsequential banter, social media can have genuine, potentially damaging consequences for employees faced with negative comments and extreme content every day. Are employers doing enough to support their teams?

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