How a Common Content Strategy Unites Marketing’s Different Natures

I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the […]

The Long and the Short of it. And the implications for Content and Storytelling

If I think about the brands I’ve been working with or consulting in the last few years, the majority of them in the B2B tech space, short-term sales activation (or leadgen, as […]

How to Make Video a Better Part of Your Content Strategy

Note: this post has been originally published on MarTech Series online mag. By all accounts, video is the future of content marketing. According to Cisco’s Visual Networking Index, it will […]

The psychology behind content: how to trigger your users’ behaviour

Note: I’ve updated the original post with new studies; I’ve refreshed Fogg’s Behaviour Model with the latest researches and I’ve added a couple of missing Cialdini’s principles of persuasion. Also, […]