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From Content Marketing to Meaningful Marketing: Crossing the Chasm

content marketing and social businessCrossing the Chasm is a marketing book by Geoffrey A. Moore that focuses on the specifics of marketing high tech products during the early start up period.

It provides a great analogy for companies aspiring to move their content marketing initiative beyond content marketing, through social business towards meaningful marketing.

In this blog post I’ll  explain why I believe the path to meaningful marketing starts with content marketing, gradually becoming a social business, and then towards meaningful marketing.

The question is how do you move from content marketing, to social business, towards meaningful marketing ? Read more »


Employer Branding using Real Customer Stories, Through Employee Peer-to-Peer Connectivity

employer brandingCurrent employer branding implementations are incomplete.

Employer branding is much more than a slogan send through traditional stories to future employees.

If you want to attract the right candidate, usually hard to get candidates, you’ll have to do more than setting up branded job sites with “feel good” content. Read more »