Marketing Needs a Built-in, Shockproof, Sh*t Detector

The subtitle of this post is: “What QR Codes Kill Kittens really communicates.” Because: “The most essential gift for a good marketer is a built-in, shockproof, shit detector.” Hemingway is the author of that quote, although he said “writer” instead … Read More »

9 Qualities of Good Writing

This post is the scaffolding of what later became the Wall Street Journal best-seller, Everybody Writes. Pick up your copy here. There are two kinds of people: Those who think they can write, and those who think they can’t. And, … Read More »

‘Content’ Isn’t Just ‘Marketing’

“Content” isn’t just things we think of as “marketing.” A great example is Virgin’s new pre-flight safety briefing, which my friend DJ Waldow Skyped from on board a Virgin flight to share with me last week. If you haven’t seen … Read More »

The First Tweets of 16 B2B Brands (and a Few Familiar Faces)

What was your first tweet? As Twitter began trading on the New York Stock Exchange last week, I couldn’t help but consider how far this small, simple, fledgling network has come. Once mocked for being stupid and insipid, and plagued … Read More »

Lessons from Skype: Your Story Is about People (Not Your Technology)

Whether you sell technology or toasters, your marketing should always be about people. In other words, your customers should be at the heart of your content, not your products. Your product might be as revolutionary as an escalator to the … Read More »

Why Innovative Content Marketing Is About to Explode in Denmark (and Why You Should Care)

I’ve just returned from an 8-day trip to Europe, the last few days of which I spent in Denmark, where I spoke at the country’s first-ever content marketing conference. I felt warmly welcomed there—in part because I spent time with … Read More »

This Is Why B2B Companies Need to Hire Brand Journalists

The key to being a thought leader is to… well, lead. The news broke at about 8 AM Eastern today that the world’s third-largest software company, Oracle, had acquired Compendium, a content management company. At the time, I was part … Read More »

A Simple Content Marketing Org Chart

I’m allergic to complexity, at least when it comes to content. So when I tried to find a simple org chart to help organizations visualize their own content team, I couldn’t find anything quite simple enough. So because I didn’t … Read More »

What’s NOT In Your LinkedIn Profile?

What’s one thing that’s NOT in your LinkedIn profile? One thing that’s NOT in my profile is this truth: I can’t tolerate watching myself on video. But in this case I made an exception. Because, well, this video is exceptional … Read More »

The Best Political Ad Ever

I know that’s a strong statement, but I’d only amend “best political ad ever” with a “so far.” Because that’s how good this video is. It blurs the line between traditional political advertising and content marketing, because it tells an … Read More »

Airbnb: When Content Marketing Looks a Lot Like Art

We’re used to seeing companies producing content marketing that sometimes looks too much like advertising. (Like this. Ick.) But, increasingly, I’m noticing another trend: Content marketing that looks a lot like art. Yesterday, I wrote about Chipotle’s creepy but awesome … Read More »

Follow The Fear: Do Things That Scare You

I used to think that being afraid of everything was a weakness. Then I learned how to “follow the fear,” and use fear to my advantage. This is an annotated version of a talk I gave on the Bold Talks … Read More »