“Free” Content Marketing?
I sign up for emails from lots of places. Some of them I stick with for years. Some last a matter of days. I was dumb struck by one I.. read more
View ArticleThe Financial ROI of Brand Storytelling
August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on.. read more
View ArticleTeach Employees to Tell Your Brand Story
September 24, 2013 “Let me tell you a story…” is one of the most powerful phrases you hear. Yet while people relish this from Hollywood movies and best-selling authors, they.. read more
View ArticleCreating Purpose-Driven Marketing Departments
December 9, 2014 In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing.. read more
View ArticleLincoln Electric Changes Perception of Industry with Brand Storytelling
July 7, 2015 Great storytelling starts with a narrative bigger than yourself. But getting buy-in for an approach to building an audience that’s unconventional isn’t easy for B2B marketers –.. read more
View ArticleDeveloping an Emotional Connection with Customers: Insights from HP’s Antonio...
February 23, 2016 Telling a story, creating an experience or building a relationship of any kind, with anyone, starts with an emotional connection. This idea sits at the back of.. read more
View Article102 of the Most Inspiring Storytelling Quotes of All Time
February 2, 2016 Stories have been shared in every culture for millions of years – starting with rudimentary drawings by people who lived in caves – as a means of.. read more
View Article5 Essential Elements to Include in Every Sales Pitch
July 19, 2016 by Ken Sterling Effectively closing sales is the bread and butter of your business. Here’s how to hit a home run every time. According to researchers at.. read more
View ArticleSleepless in the C-Suite: What keeps CMOs up at night?
August 2, 2016 “What keeps you up at night?” For marketers, there’s plenty. The annual Tech Heads survey of marketing directors and business buyers points out exactly this. This year’s.. read more
View ArticleWhat’s Brand Storytelling and Why Do You Need It?
August 11, 2016 Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the walls of marketing.. read more
View ArticleB2B Brand Storytelling: Learning From Nike
August 23, 2016 by Carla Johnson When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. From its inception in 1971.. read more
View ArticleDon’t Be Trapped by Form
August 30, 2016 by Robert Rose When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When.. read more
View ArticleFrom Stories to Experiences: Marketing’s Evolving Role in Creating Value
September 27, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is.. read more
View ArticleHow to Tie ROI, KPIs and Other Metrics to Storytelling
October 4, 2016 by Carla Johnson We hear about storytelling a lot, but what does it mean? And does branded storytelling actually work? And can you measure it? That was.. read more
View ArticleA Strong Storytelling Strategy Will Expand B2B Reach
October 6, 2016 by Carla Johnson B2B marketers have tapped social media as a pillar approach to reaching audiences. In fact, 83% of respondents in the 2017 Benchmarks, Budgets and.. read more
View Article7 Storytelling Tips for Sales Teams
October 25, 2016 by Carla Johnson The biggest beef I hear from sales teams or sales-driven organizations is that they can’t get people to pay attention, make decisions or quit.. read more
View Article22 Storytelling Rules Everyone Can Master
November 8, 2016 by Carla Johnson I’m often asked by business people how to tell better stories. I always tell them to learn from the masters, which is rarely other.. read more
View ArticleWant to Raise Prices? Focus on Storytelling
November 17, 2016 by Carla Johnson Storytelling still gets a bad rap. Companies – especially B2B – see it as soft. Execs don’t see it as something to do if.. read more
View ArticleObjectives vs Assumptions: Understanding Audience Motives in Storytelling
November 29, 2016 by Carla Johnson In his book Lead with a Story, author Paul Smith shares a great anecdote about why we have to take time to dig into understanding.. read more
View ArticleWhy Empathy Matters in Storytelling and How to Use It
December 6, 2016 by Carla Johnson In his book Down and Out in Paris and London, author George Orwell (of 1984 and Animal Farm fame…) tells the story of penniless.. read more
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