Bob Dylan once sang: Steal a little and they throw you in jail, steal a lot and they make you king. While its unclear whether executives of social platforms are Dylan fans, it is clear that they’ve taken his message to heart. We’ve seen it repeated over and over again, starting in the early days […]
The Race To Copy: What Motivates Social Media Platform Feature Wars? Read More »
A consumer in the swinging paleolithic era would have loved Amazon Prime, and the possibility of getting meat delivered to their cavestep, without the inconvenience of being eaten, beaten, dying of starvation or from exposure to the elements. It would have been a pretty compelling value proposition for $119 a year. A caveman, we can
The Evolution of Product Search: From Cave Man to Amazon Read More »
Leadership teams at growing B2B companies have a lot going on. After establishing their product/market fit, the most important challenge for early-stage companies is often not in understanding what they need to do– but what to focus on first. At this stage, opportunities can seem to be everywhere but resources–and attention–are scarce. Success comes from
The Benefits of Developing a B2B Content Strategy Read More »
In 2011, Yves Pigneur, a management and information systems professor, and Alexander Osterwalder, a business consultant, created the Business Model Canvas. When completed, the Business Model Canvas provides a great snapshot of a company’s business, simplifying complex business ideas, providing a clear understanding of operations, identifying gaps and opportunities, fostering collaboration, and allowing for quick
What is a Business Model Canvas? Read More »
What are Customer Personas? Customer Personas–also known as Customer Personas or Customer Avatars– are fictional representations of your ideal customers based on market research and real data about your existing customers. Personas are used to understand the needs, goals, motivations, behaviours, and pain points of your target audience, and they help businesses develop more effective
“Know your customer” is just about the best advice that anyone can give to build a successful business. After all, the customer is the hero in this story and your business is the sage, the expert, the Yoda– if you will–helping solve their problems. How can you guide them anywhere if you don’t know them?
What is the Customer Journey? Read More »
Storytelling has been a fundamental part of human communication since the beginning of time. From the earliest cave paintings to modern-day movies and novels, stories have been used to convey ideas, entertain, and inspire. Stories also happen to be one of the most effective forms of communication, and that may be because hearing stories actually
What is Brand Storytelling? Read More »
The famous expression “Content is King” has never been more true. Smart businesses that historically have stayed in their lane and focused on building a great product have come to realize that their product now encompasses the entirety of the experience that they offer customers. The very best have realized that content is a crucial
18 Content Marketing Stats That Prove it is Important For Your Business Read More »
In the process of auditing content at different companies, I’ve seen some common mistakes that companies make. Here are a few that frequently repeat: They Create Islands vs Ecosystems If search is an important channel, then companies should think about Ecosystems vs Islands. Ecosystems mean content that is built in thematic clusters and hubs and
Common Content Mistakes That Companies Make Read More »
