Our Ideas - Content
My biggest Google confession? I periodically search “what is content strategy?” Now, this is a legitimate query for 99.999% of the population—but I happen to be the Director of Content at a leading digital studio in New York. (Unsurprisingly, my boss is thrilled with this anecdote.) This confession, of course, has a point other than totally undermining my credibility. I know what content strategy is for me and our organization, but its definition and application varies greatly beyond that. For... Read More
The truth? Your customer experience isn't about “brand awareness”. Or “onboarding.” Or “support.” When your customer needs something, they’re not thinking about funnel stages or your org structure. And ultimately, you shouldn't either. Don’t get me wrong—a good funnel diagram has its place. It’s an important principle that can help you organize your thinking and coordinate your efforts. But it can’t be the be-all-end-all for an organization that wants to be successful across the entire customer journey. (Try picturing a... Read More
You’ve likely heard something like this statistic: 70–90% of your buyer’s journey is complete before they engage with sales.* That trend has tremendous implications for how we approach marketing, but few organizations—especially large, well-established companies—have figured out how to evolve their strategy in response. It definitely means focusing on the digital channels through which your potential buyers are doing their research. But it actually starts with rethinking what has always been the most fundamental piece of your marketing efforts: your... Read More