Managing Content Marketing

A good consultant will: Bring the experience of previous engagements and help you avoid the pitfalls that are inevitable in setting any new large effort Help uncover your unique conversation Devise the execution plan Reset expectations among the team,

As you’re well aware, sequels are almost always highly unsatisfying. So too, if we tell the same story as our competitor but with a slightly better punch line, we simply create sequels.

from simple content management tools such as WordPress, Joomla, Drupal, and Movable Type — to enterprise content management systems (CMS) such as Sitecore, Tridion, and Interwoven.

Christopher Vogler took Campbell’s structure, modernized it for today’s audiences, and reduced it down to 12 stages in his book The Writer’s Journey: Mythic Structure for Storytellers & Screenwriters.

Quick example: We were working with a B2B company recently, and one of the things they found was that while using PPC advertising to drive people to “talk to a consultant” provided a lot of leads, those leads didn’t ever convert into customers. They were simply tire kickers looking for free advice. So we switched to a PPC campaign that drove people

TweetDeck, something more “team-based” such as HootSuite, or full sentiment analysis using tools like Radian6 or

One approach is to use this process as a tool for brainstorming. You can also use it to create a story map to plan out your editorial calendar and channels strategy. Or maybe you just want to use it as a checklist to see where your story fits along a pattern. Whatever you do, remember that you are looking at this framework as a CREATOR of the story

Differentiate means telling a DIFFERENT STORY — not the same story told incrementally better.

cautionary tale of the railroads not realizing they were in the “transportation”