Managing Content Marketing

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

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

Had Hollywood been customer-oriented (providing entertainment) rather than product-oriented (making movies), would it have gone through the fiscal purgatory that it did?”

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

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.

The Hero’s Journey

Building the Story for PTC

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.

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