Navigating the New Content Landscape: Trends and Possibilities for 2024.

If I had written these lines a month ago, they would have been considered marketing predictions. The reality is that I have never been excellent at predictions and trends, and……

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

Understanding the Buyer Journey

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……