Posts

How To Be Brilliant and Beautiful: Visual Design for B2B Tech

With a slew of statics and recent articles championing the business value of visual content, it’s hard to deny the importance of visual design to any content marketing program. But all visual content is not equal, and inadequate design can hurt more than it helps. Before you begin fueling your B2B 2015 content marketing engine with design-driven marketing collateral, take a moment to go back to the basics of good design.

Read more

Survivor’s Guide to Tech Startup Marketing Stage 3 and 4: Scaling Effectively and Marketing as a Central Nervous System

Stage 2 of tech startup marketing blog was the do-it-yourself phase. In stage 3, startups find that they need some very specific help to scale their marketing: someone who deeply understands their product and can help them define its personality. Stage 3 as outlined here is informed by a role Mark Lorion, CMO of Apperian, calls the marketing architect, as well as Catherine Juon’s book, Internet Marketing Start to Finish. In the final stage, marketing becomes part of your organization’s central nervous system. Read more

Size Matters: The Power of Microstories

Everyone wants to know what makes a good story. But a novelist is in a very different business than an ad copywriter. Stories in the context of marketing and branding are too brief to use techniques of classic storytelling like narrative arcs and character development. Effective branding stories are told obliquely; they still involve characters with problems to solve, but the narratives that exist are fragmentary and depend on the viewer to complete or even originate them. To coin a term, we could call them “microstories.”

Read more