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How to Create a Unique Content Marketing Culture?

unique culture of content - how-toA culture of content goes far beyond enabling and empowering content creators outside of marketing.

A culture of content is an organizational environment and attitude that embraces and evangelizes the importance of content marketing and internal knowledge-sharing across the entire enterprise.

A business that achieves an internal culture of content is one that inspires employees—not just those in marketing—to create content for both internal and external consumption. If brands want to succeed as publishers long-term, their commitment to storytelling has to start with their company’s culture.

The question is: how do you do that? In this blog post I want to take you through a number of steps that introduce a genuine culture of content. Read more »


What to do when everyone has Thought Leadership Content?

thought leadership content should be freeThe problem with thought leadership is that the term ‘Thought Leadership’ is overused, abused, and can harm your business. Let me explain…

In many cases people refer to it as ‘thought leadership content’, which in essence refers to the act of publishing material that tries to position you or your company as a thought leader.

I think that is a very limiting view, and incomplete as a thought leadership content strategy.

Lately I have been increasingly “fed-up” with the vast amount of ebooks and webinars thrown at me, with great sticky titles, and sometimes even great authors or speakers, but with low or mediocre quality in the end.

I think it is the fault of inbound marketing. No, let me rephrase that: It is the fault of everyone jumping on the inbound marketing band-wagon, and executing poorly. Hey, there’s nothing wrong with inbound marketing. It can work really well, but only if you understand- and execute it properly.

Read more »


5 Big Fundamentals of Digital Marketing Transformation

charles darwin_digital marketing transformationTransforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.

The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.

What are some of the big fundamentals driving digital marketing transformation?

In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.


But organizing for digital marketing transformation is not without its challenges…

Read more »


Organizing for the Digital Customer Journey

Organizations in B2B and B2C increasingly need to organize for the digital customer journey.

It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.

Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.

Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.

I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.

But it boils down to:

  • applying modern digital marketing tactics,
  • a culture of digital optimization,
  • building a digital marketing technology backbone, and finally…
  • a new type of organization with new digital roles in the marketing department.

That’s a lot of change. Where do you start?

What is the initial spark that sets this change in motion?

Read more »


What is Quality Content that Really Works?

engage with content quality“We buy our blog posts 500 EUR a piece” he told me the other day. “What kind of blog post are that?” I asked. He was buying 10 of these blog post a month, on average 500 words per blog post.


That’s probably the worst approach this marketing manager could take towards content. The output he gets by aiming for 500 words articles is just horrible. It’s usually a “one-pager”, with one single meaningless graphic, pulled from a stock-photo website. Others might tell you that you need 1500 word articles, because these are going to make you end-up higher in search-engines.

I say, that’s crap. Don’t believe them.

Blog Post Summary

In a world filled with content, and decreasing user attention, this kind of simple approach to content is just not going to cut it.

With this post I want to show you, “once and for all”:

  • what content quality really is about,
  • how Google treats good and bad content quality,
  • how consumers and customer in general spot quality content,
  • how long quality content should be,
  • and finally how you can get organized for content quality.

Now let’s get started, and explore the world of quality content…
(oh, this starts to feel like a rant, but don’t worry, this is not going to be a rant!)

Read more »


What are new tasks of salespeople in the digital world?

new tasks of salespeople in the digital worldThe digital evolution has changed how organizations conduct business. There’s a lot of change happening: customers now have new ways of communicating using social media, forums and product reviews. They gather real-time information on products and services, and engage with brands in real-time, using mobile phones and more.

The rise of real-time messaging applications like Snapchat, Vine, Instagram and others signal a new era where customers increasingly expect personal experiences and instant real-time interactions. Instant shipping of products in ever shorter times provide instant gratification to buyers that live in the moment of today.

More access to information also means buyers increasingly research products, even for low involvement products like FMCG, fashion, computer software, multimedia products or home decoration. More and more of the buying process is happening online, where buyers today need to be served more and more by the content that marketers provide them.

The abundance of online content and channels is shifting the power from the seller to the buyer. Today buyers are more informed then ever, in which they don’t need salespeople anymore to help them buy. Or, salespeople get invited to conversations much later these days because of online content, in which they are confronted with very educated customers.

What is the impact of all of these changes on the role of salespeople within the buying process? Read more »


Building the Best E-Commerce Content Marketing Strategy

Hao Hao en Xing Hui

What do panda’s have to do with content marketing and e-commerce?

How to survive in a digital world that allows shoppers to compare pricing, find excellent advice on products, and where Google is calling the shots?

Predictive search and search technology is advancing, with Google and all major social media networks are becoming more and more sophisticated in banning low quality content and classic SEO tactics.

Buyer behavior is changing rapidly. Shoppers consult more and more sources before buying, and they become more educated in how to do that.

How do you make the difference to your buyers?

This blog post will run you through some eye opening facts and examples from multiple industries, on how content marketing plays a role in e-commerce strategy today. And it will provide you with some practical insight on how to start building the best e-Commerce Content Marketing Strategy. Read more »


Organizing for Content: A Detailed Overview

organizing for content marketing

Organizing for content can be complex, very much similar to controlling a complex swarm-system, just like the swarm of birds in the picture.

Luckily you can get organized to control the complexity of content marketing.

In this blog post I want share in detail, using examples and best practices, how small, medium and large organization can get organized on different levels for content marketing:

  • Strategy
  • Organization
  • People
  • Processes

Read more »


8 Steps Always Found in the Best Content Marketing Strategies

new to content marketing strategyIf you are a “newbie” to content marketing, this article is for you.

I’ve had the privilege to be part of multiple content marketing implementations in small companies, medium companies, and super-large companies.

But the basics always remain the same.

Today I want to share with you what those basics are.

Today, I want to share with you what really matters when developing your content marketing strategy.

Read more »


How to Unlock Content Marketing Value in Complex Markets?

Content marketing in a multi-market, multi-product business can become very complicated.

In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.

The classic buying journey

Customer centric content is what attracts, engages and eventually helps to make the sale.

But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more »