Content, Strategy, Marketing & Business | A consultant’s view » Christine Thompson
To drive improved revenue performance means providing buyers with what they need, when they want it, in their preferred channels. Do you have the insights to respond to what buyers want, to understand why they need specific types of information from you, and when? If not, you’re likely to waste money on content marketing.
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Yesterday Apple ignited a firestorm of debate on the subject of digital books, and the future of the publishing industry, book distribution, and likely consumer consumption patterns. They announced their goal of following through on Steve Jobs’ mandate to transform textbook publishing. I believe that what they’re doing is sparking the emergence of a whole new medium, one that takes aim at textbooks first. Here’s why…
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I’ve been a fan of the Business Model Canvas as a strategic enabler for organizations that seek business model innovation, or those who need a simple but powerful way to describe a new business concept. But this approach has not gotten the attention it deserves within the tech community. Thanks to a forthcoming enhancement, the Business Model Canvas is now poised to become a formidable tool for business innovators.
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People buying holiday gifts from the Apple Store can be confident those gifts will reflect Steve Jobs’ unique approach. But what about next year? What impact will Steve’s legacy have on future products and services?
Revised on November 29, 2011
Like most former Apple employees I’ve been mourning the passing of Steve Jobs, and reflecting on his lasting impact. The many and profound ways in which he shaped employees’ values, behaviors, critical thinking skills, and approach to innovation. His impact on the world, inspiring products and services that would be embraced (and widely imitated) for […]
Revised on October 7, 2011
Like it or not, marketing does not command the respect it used to, back in “the good old days” of the 20th century. Execs continue to scratch their heads, looking for proof that marketing warrants the investment. Disagree? Just think about how many companies cut marketing budgets first before slashing anywhere else. Or how hard […]
B2B marketers need to take a more holistic, strategic approach when it comes to crafting content strategy. This means looking beyond traditional web + email silos to the broader business context and marketing objectives. This post introduces a draft content strategy maturity model that can someday be used for organizational assessment. (Today’s it’s an “alpha stage” work-in-process.)
Revised on April 18, 2011
Marketo’s Jon Miller wrote a provocative blog post today, describing the difference between a CMO and a VP of Marketing, in terms of leadership and openness to innovation. His post raises some important questions for content strategists. While a VP of Marketing “runs a department,” “ CMOs fuse strategic long-term vision with a strong bias […]
Revised on March 27, 2011
Lately most of the newsletters delivered to my in-box at work seem to be breathlessly touting some aspect of content marketing or an upcoming conference on the subject. Because the senders tend to be technology providers, marcom agencies or others with vested interests, I take their pronouncements and special offers with a large grain of […]
Revised on March 27, 2011
Like other Mac users eagerly awaiting 4G LTE service in the US, I was angry to learn that Verizon’s initial 4G modems will support Windows only. There’s no official word when the service will be extended to Mac and iPad users… Initial Reactions from a Long-time Mac User How could that be possible, I fumed: Mac and […]
Revised on January 13, 2011
