All posts by Doug Kessler

I spoke about The Galvanizing Story at last year’s Content Marketing World. It’s kind of the Musical Video Extravaganza version of the first four blog posts on this topic (without the music and in place…

What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?

For the last month or so, marketing has been almost 100% reactive. And rightly so. We’ve all been trying to come to terms with this ghastly thing, so we’ve all been scrambling to figure out…

Is it okay yet to just to do normal marketing and not refer to the crisis? Glad you asked…

Marketing in a crisis like covid-19 is a very hard thing to get right.

Here are some principles that feel important for a time like this.

Should B2B brands market during the crisis? If so how, when and why? If not… what do we do?

What if you could sit on the shoulders of every prospect as they consumed your content. You kinda can.

Why doing something small, humble, playful and quiet can be big, bold, ballsy, fun and HUGELY successful.

Buyer confusion might be the number one killer of marketing effectiveness. Here’s why it happens and what you can do about it.

The vast majority of B2B brands assume their prospects are rational ‘buy-bots’. They’re not. So you need an emotional core too.

Apple was a laggard in content marketing. Then they leaned in… and crushed it.

We all have days when we just don’t want to do… anything. What if they’re actually okay?