Sometimes when I face a complex project, I tell the client that I’d like to create a ‘messaging map’ or messaging document to get their approval on key messages before I proceed. I often get the response “We don’t have time for that” or “Just work with what you see on our web page, the […]
content marketing
Tuning requires listening – in music and marketing
Something magical happens in choral singing when everyone listens and tunes with each other – the tuning locks, the overtones all kick in, and the sound is transformed to wonderful. Although each individual may be singing a little softer, the overall effect is more powerful. What does this have to do with marketing, you might […]
Content Rules is an impactful … oops … great book on content marketing
It’s not often that I read a “business” book and find myself dog-earing pages and making little exclamation marks in the margins. But that’s what I did with my not-so-new-looking copy of Content Rules by Ann Handley and C.C. Chapman. While content marketing is becoming widely accepted as a marketing practice, it’s got a long […]
Top 5 reasons to create a product messaging map
I was talking with a client the other day, who told me that he’d gotten some pushback for creating a product messaging document. Some people didn’t understand why he was spending the time creating an internal messaging document rather than diving right in to creating the outbound content. It may seem that I am stating […]
