Communication Matters - our blog on trends and events


Posts tagged “content marketing”

16 for ’16:  A Checklist to Tell Your Business Story Better - Part Two

In the first installment of this blog post, we covered eight tips for telling your business story better.  Here are eight more to round out the “16 for ’16” we promised.  While they may seem to cover a wide number of concepts, when combined with the first eight the checklist roughly follows Dix & Eaton’s methodology of “discover, develop, deliver” for content marketing strategy, in which we recommend assessing the situation first, then setting the strategy and finally choosing the tactics…a good approach in almost any situation.

So give these a try: 

9. Write the “children’s book” version of your company story as an internal exercise.  The “once upon a time” is your creation story.  The “big bad wolf” is the main problem your customers face.  You’re Superman.  How…

Continue Reading 16 for ’16:  A Checklist to Tell Your Business Story Better - Part Two

16 for ’16:  A Checklist to Tell Your Business Story Better - Part One

Every day we’re inundated with new marketing ideas promising to change our world.  We can’t possibly try them all, so we try a few.  But when we look back at our marketing messages – our business story – we realize we’ve been saying the same thing for years.  Time out.  Why not resolve this year to say something different?  Something better.  Back to basics.

We want to suggest 16 steps – not all easy, but all important – for recharging your company’s business story.  You don’t need to do them all, but checking off even a few of them will make a big difference.  Best of all, none of these actions involve revolutionary software in the cloud.  In fact, you’ll find these suggestions quite down-to-earth.

Here are the first eight tips:

  1. Rediscover your business story.
Continue Reading 16 for ’16:  A Checklist to Tell Your Business Story Better - Part One

The Evolution of a Content Entrepreneur

Lee Horwich of USA Today was the first to say it, during a recent media panel at the City Club of Cleveland.

When Cleveland hosts the Republican National Convention next July, his colleagues will want access to video, audio and social media to report the news.

His point? Don’t think of USA Today, or other major media such as The New York Times and The Wall Street Journal, as purely “print” media.  

One-dimensional content creation no longer exists at national newspapers.

Thirty years ago, when I became a journalist for a one-dimensional newspaper, we received one-dimensional pitches from public relations professionals. These people would call and write journalists, suggesting stories – in print, or course – about a product, executive, politician or governmental…

Continue Reading The Evolution of a Content Entrepreneur

Big brands can’t teach you anything

We live in a celebrity culture. We like to hear about entertainers, athletes and other stars.

It’s the same for us in business. We like to read about big brands and the biggest names.

But I get the feeling that when companies that don’t appear on Fortune 100 lists hear the biggest brands in the world talk about how they embrace content marketing and brand journalism, smaller companies conclude that only those big brands can afford this approach.

We need to put celebrity aside. We need to keep the stars out of our eyes, because the truth is that big brands can’t teach us anything. It isn’t just that big brands have budgets that rival the gross domestic product of many nations and you don’t. You live in a much different world than they do. But stop thinking you…

Continue Reading Big brands can’t teach you anything

3 counterintuitive lessons from 3 marketing legends

I recently had an opportunity to see three of the planet’s most amazing marketers – in the same place and in succession.  The morning session of the Fuel Cleveland 2015 event started off with Guy Kawasaki, insightful former chief evangelist for Apple, led into Jeff Hayzlett, high-energy author and host of C-Suite TV, and finished with Seth Godin, inspiring author and the world’s most-read blogger.  While their talks were very different, a few interesting themes emerged.  Each of them encouraged vision, boldness and purpose.  But they also agreed on three key points, all of which seem to go against traditional convention and what we may have been taught.  Here’s what they had to say:

1) Whatever you sell has to be both unique and valuable

If you ask Harvard’s…

Continue Reading 3 counterintuitive lessons from 3 marketing legends