12 Storytelling Strategies to Supercharge Your Case Studies

12 Storytelling Strategies to Supercharge Your Case Studies

Case studies make for ideal content marketing vehicles. Here are a dozen strategies that activate the power of storytelling to draw in more prospects, intrigue them with your solutions and convert them to leads. Use this model to develop your questions and structure your case study. Photo credit: Dominik QN | Unsplash

Utilities foresee a coal-free future, despite President Trump

Utilities foresee a coal-free future, despite President Trump

If you get caught up in the headlines about the Trump administration’s energy policies, you might envision a nightmare of fuming smokestacks, billowing cooling towers and fat coal trains lumbering toward the horizon. But if you ask the people who run the nation’s utility companies, they’ll tell you a different story. Their vision includes solar panels, wind turbines and natural gas pipelines. And a grid that increasingly runs like the internet. Photo credit: Karsten Wurth | Unsplash

Message Platforms Fail Without a Champion in the C-Suite

Message Platforms Fail Without a Champion in the C-Suite

A message platform can unify, clarify and vivify how you position your company to the world. But it's only as good as it's supported from the top of the organization. In this post, I'll take you on the journey of one creation process that started on a promising note but then went awry. And I'll provide a post mortem on how it could have all turned out on a sunnier note. Photo credit: Todd DeSantis | Unsplash

 

 

 

Selling energy efficiency? New report says ‘lead with the environment’

Selling energy efficiency? New report says ‘lead with the environment’

A new report from Shelton Group turns the orthodoxy about energy-efficiency marketing messaging on its head. “The tired old messaging about savings has lost its potency, if it ever had any to begin with,” the energy and environment marketing and research firm says in its Energy Pulse 2016 Special Report, “Playing the Planet Card, is it finally time to talk about the environment to promote residential energy efficiency?” Photo credit: NASA | Unsplash

How to change people’s minds about climate change—or not

How to change people’s minds about climate change—or not

Can you change your Uncle Fred’s (or any American’s) mind about climate change? A study published in late 2015 in the journal Topics in Cognitive Sciences does not leave cause for optimism. Photo credit: Alex Gindin | Unsplash

10 lessons from 35 years of professional writing

10 lessons from 35 years of professional writing

I got my first writing job out of the University of Oregon in 1981. Since then, I’ve worked as a newspaper reporter, a corporate communicator and, for the past 20 years, a freelance writer. I've completed one (unpublished) novel and am working on another. I’m still learning, but here are 10 things I figured out in that time.

10 tricks to release a stream of content from internal producers

10 tricks to release a stream of content from internal producers

If you’re like most marketing managers at small- to medium-sized B2B firms, you’re expected to deliver a constant stream of quality content on a shoestring budget.

That often means you must rely on internal subject matter experts to produce your content. Internal people whose top priorities don’t always match yours. Who are not writers. And who don’t always come through, despite their best intentions.

When I worked in corporate communications for an electric utility, I edited several publications. Even though I wrote a lot of the articles myself, I couldn’t do it all. I had to rely on staffers. In the process, I learned a few tricks to get people to contribute quality content on time.

Here are 10 ways to get internal content producers to deliver.

Our Story: Six strategies to make your Our Story page pull in readers

Our Story: Six strategies to make your Our Story page pull in readers

Does your website’s Our Story page (or sub-section of your About page) tell a story? Or does it act more like an About page, telling us what you do, what you make, who you serve and why that’s unique?

Not that there’s anything wrong with an About page. In fact, it’s really important to have one. Sometimes your prospects just want a stripped-down, plain-English description of who you are. They don’t want to wade through a bunch of hifalutin language to get there. So give them an About page.

But don’t get your About and Our Story pages mixed up. There’s a big difference.

Green marketing: Top 3 keyword search terms for SEO

Green marketing: Top 3 keyword search terms for SEO

It’s not easy being a green marketing manager. If you’re tasked with attracting potential customers to your socially and environmentally responsible company’s website, what do you call your product or service? Green? Sustainable? Eco-friendly?

More to the point, how do you grab the prospect’s attention and interest when putting together your organization’s search engine advertising, organic keyword strategy and content for inbound marketing?

Power Your Brand Story with Personal Myth

Power Your Brand Story with Personal Myth

Thinking about brand makes me think about surfing.

And that got me thinking about brand and story. Because, at the heart of a powerful brand is a powerful story. A real, flesh-and-blood story about a real person who wants something and is willing to suffer and strive to achieve it.