Shannon Emmerson

July 10, 2019

Strange Genius & Why the Octopus

In his 1973 book Octopus and Squid: The Soft Intelligence, Jacques Cousteau tells this charming story: “Our friend Gilpatric … brought an octopus home and put […]
March 13, 2019

Conversions Come From Good Conversations

Seth Godin has famously said that “content marketing is the only marketing left.” Why? It’s a reciprocal arrangement, where we, as brands, offer the customer something […]
January 22, 2019

5 Ways to Ensure That Your Content Feels (And Is!) Authentic

We’re all wise to the ways of marketers. We’re all wary of the hidden ask; we’re all looking for the hidden pitch—or the one to come […]
January 15, 2019

How Great Content Helps Bring Customers Through the Door

Last week, a client asked me to summarize the value of what content marketing does for a brand. In a competitive environment where a brand is […]
December 5, 2018

How to Take Your Marketing Content Behind the Scenes

Building a social media community is not like traditional advertising. Your audience is no longer a nameless mass. They are a growing swell of real people […]
November 29, 2018

Don’t Fake What You Don’t Know: Using Subject Matter Experts in Your Content Marketing

If you’re a brand creating content, you’ve likely discovered that you need several different people to tell your story. No one person is an expert in […]
November 20, 2018

Up Your Game: How To Operationalize Your Content Marketing Today

Content marketing has been around long enough that it’s starting to change. Again. In 2018/19, most businesses have at least dabbled with it, and/or tried to […]
November 6, 2018

Content Marketing Really Works for These 4 Business Types

It may well be that content marketing is not for everyone. But in my experience, if your small or medium-sized enterprise (SME) falls into any of […]
November 2, 2018

How 3 Businesses Beat the Big Guys with Surprising Content Marketing

Companies are depending increasingly on content marketing: a whopping 93% of B2B marketers, for example, now not only leverage content marketing—they spend more than 40% of […]