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.

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

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

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

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

Building the Story for PTC

The Hero’s Journey

And in content marketing, your stories are your “pillars of content.” They are the WHAT of what you are going to say to your personas.

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