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, […]

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 […]

How to create B2B and B2C Personas and Map Content to the Buyer Journey

(I wrote this article a few months ago for NewsCred’s Insight blog. It resulted as one of the more popular ever, generating at least $300K of Marketing Influenced Opportunities. Here is […]

The Ultimate Guide to Global Content Marketing for Large Enterprises

I wrote this post less than one year ago. It was November 2016, exactly twelve months after launching a global content marketing program for the IT Business Unit of Schneider […]

Content Marketing Strategy: a Guide in 10 Easy Steps (the updated version)

This post was originally created as a script for the speech I gave at Content Marketing Fast Forward (Amsterdam, May 2016). Then updated with new concepts, samples and links to reflects the […]