Managing Content Marketing

such as Wufoo or Google Docs, to sophisticated lead management and nurturing tools such as Marketo, Eloqua, and Manticore.

The Hero’s Journey

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

content marketing brand hero’s journey. (See chart on next page.) The CM Brand Hero’s Journey

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

Sample tools in this space include simple A/B testing tools like Google’s Website Optimizer, to sophisticated testing and targeting tools such as Adobe Omniture, Autonomy Optimost, and

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

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.

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,