A wonderful discussion thread was started by Own McDonald in the Content Strategy group on LinkedIn, with this challenge:

I challenge any CS group member to offer a working definition of content strategy that's light on industry-speak and easily digestible for the average marketer in 100 words or less. Straight up.

It started in January and is still ongoing. There is more great insight here than can be packed into 100 words.

In addition to repurposing our "Secrets of Case Study Winners" white paper on YouTube last week, now we have also put the same content on Brainshark to see whether that method is just as easy and effective. Here's the result:

Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our white paper about effective B2B case study programs.

I have a new toy. It's really an amazing tool that gives my writing more detail, makes me more responsive to the marketing managers and subject-matter experts I work with, and saves me a ton of time. But it's so fun to use that it feels like toy.

I applaud Google for using its enormous influence to fight back against the content farms, such as eHow and WikiAnswers, which clog search results with weak but heavily search-engine-optimized content to fuel ad sales.

In a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “Secrets of Case Study Winners.” That discovery was that the “winners” created bene Read More

Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. Read More

In Part 1, I described the contrast between 2010 and Don Draper’s 1964 in B2B marketing. Today, marketing is largely a numbers game. But Don Draper understood the “delicate, yet potent” value of emotional engagement with the buyer. How can we marry emotional engagement with today's analytical tools that help us manage our efforts?

Coincidental to Paul's "Don Draper" series on using emotion in marketing content, I am reading Switch: How to Change When C Read More