Introduction To The Buyer’s Journey: My Webinar At 24Ore Business School (Italian language)

The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s […]

Teaching at the Master in Content Marketing, Data Analysis and Brand Journalism in Milan

I’ve just been confirmed as one of the teachers of the Master in Content Marketing, Data Analysis and Brand Journalism at 24Ore Business School in Milan. The Master will stat at […]

Strategy Models for Marketers (and Content Marketers)

When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without […]

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 Content Marketing Can Transform All Departments Across the Enterprise

“Content is the most critical digital asset for every organization, embodying its knowledge and processes.” This quote is from Microsoft, but it might come from any large enterprise. Content is everywhere; it […]