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Continuous Improvement Through Experiments
お早うございます / おはようございます (ohayō gozaimasu), good morning. For many years I worked with a global organization alongside colleagues from Latin America, Europe, and Asia. Among them, a sizable group from Japan. Imagine what it's like to play Pictionary with people from so many different cultures, especially from Asia — often a game within the game.…
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Meeting of the Minds in Business
Marketing is a fascinating profession. We tend to ignore most of the marketing tactics aimed at us as consumers, especially online — see for example recent news on ad blocking and that fewer than one person in a thousand clicks on a standard banner ad# and as marketers we fret over how half the display…
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Why it’s Important for Marketers to Write Well
There is no question that today's marketers are wearing many more hats than they used to. When I hinted at the many faces of marketing last week, a few people reached out to set the record straight — there is much more than meets the eye. Yes, I know. Right? Which brings me to the…
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Overcoming the Three Most Common Challenges with Content Production
As consumers, it is easy to see how technology is transforming our experience by giving us the ability to research and compare options when it comes to product choices. Likely, the brands that win our preference strike a good balance between convenience, cost, and a compelling story. Research shows that by the time they click…
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Blogs Still Underutilized Tool to Connect Content and Commerce
A new study# conducted by L2 in partnership with Demandware provides evidence that content and commerce can and should coexist in direct-to-consumer channels: Historically, site investments by retailers have bifurcated into two camps: (a) optimizing commerce by providing a streamlined push-to-cart and checkout experience; or (b) organizing rich content to enhance engagement and build brand…
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Upcoming Talks
Some (confirmed) upcoming events where I will talk in the next couple of months. Cleveland, OH Joe Pulizzi also asked me to be the emcee for one of the main content tracks at Content Marketing World and I look forward to helping connect the dots and build excitement at the event. If I am lucky,…
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Three Areas of Opportunity With (Social) Content
LinkedIn launched in May 2003, yet increased to 20 million viewers three years after that date. The 277-million profiles strong network is currently expanding the content side of its ecosystem, making more explicit how you can use content for business intelligence, for example. Google had its initial public offering in August 2004. Since then, it…