Why brands need to stop talking about themselves. And other content marketing lessons from Guitar Center.

In September, Guitar Center took home three top awards for their YouTube channel at CMI’s Content Marketing Awards 2014. I talked to them to learn how they did it.

“I was pretty much afraid of everything. Afraid of the world, afraid of speaking – a really, really shy kid. And music was a way to speak. As simple as that.”

These words belong to Metallica’s James Hetfield, from the opening lines of Guitar Center’s most popular video on their YouTube channel.

The video does what many other corporate videos fail to do: It opens on an emotion soon followed by a promise to the viewer. Also, there’s a main character who’s got something at stake and is not trying to hide it.

Whoever edited this sure knows the key elements of storytelling. Continue reading “Why brands need to stop talking about themselves. And other content marketing lessons from Guitar Center.”

Introducing Orca Social, a member-based social media consultancy

Orca_Logo_dark grey_5Earlier this week, we (Ed Major and I) launched a new company called Orca Social as we see a need for large B2B companies to make better use of social technologies. Visit the website here.

The key for B2B companies is to learn to do social from within. The alternative is grim: If they engage external resources it becomes costly, slow and inauthentic. And, even more important, they miss out on the chance to break the silos and nurture a culture on which you can scale the social efforts to include e.g. social selling, social media customer service, social listening, internal collaboration etc. Continue reading “Introducing Orca Social, a member-based social media consultancy”

Move fast and break things: How to get your B2B content marketing program up and running in no time.

facebook-the-hacker-way-poster-680x489As most content marketers, and social media marketers too, are painfully aware, the biggest issue these days (and years) is to create meaningful, sharable content that engages the audiences and nurture them in order to improve their lifetime customer value.

My take on it is that it doesn’t have to be neither hard nor expensive. Continue reading “Move fast and break things: How to get your B2B content marketing program up and running in no time.”