Managing Content Marketing

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

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

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.

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,

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.

Building the Story for PTC

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

The Hero’s Journey

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