All posts by Doug Kessler

Vertical content often out-performs generic, horizontal content—by a lot. Here’s what you need to know.

This is about a woefully under-used tactic in B2B content marketing. But it’s also a metaphor for all of B2B marketing, and what’s wrong with it, and what could be so, so right with it….

In the third post in the Galvanizing Story series, we look at the story created for OpenMarket—and its impact.

What makes for a powerful galvanzing story? Five things that every compelling narrative has.

Content marketing won. Now what? It’s time to re-center our marketing around big ideas. Meet the Galvanizing Story, the next (and first) big thing.

Deadlines dictate the daily lives of every marketer—often at the cost of the things we’re really here to do. Maybe it’s time to slow down…

Your prospects don’t believe your big claims—and they don’t care about your small ones. It’s time to start building some bridges.

Tone of voice is hugely important in B2B. But there’s something just as important and far less understood: stance. What your brand actually does that’s authentic and different.

The New York Times is a firehose of innovation in craft, content, storytelling and digital strategy. In this, the latest in the ‘Let’s Steal From’ series, we dig into how they do it.

Jay Acunzo’s new book is exceptional. We tracked him down and grilled him, about intuition, bravery and the surprising things that guide them.

In the second part of our Re-Naming a B2B Company two-parter, we drill down into the actual names, a long list… a shortlist… and the winner!

Re-naming a B2B company is packed with interesting challenges, word-nerdy issues and all sorts of implications about what a brand and a name are really there for. Here’s a behind-the-scenes look.