Shannon Emmerson

October 29, 2020
hierarchy of needs - core needs - content marketing

What Your Customers Need from Your Content Now: Meeting Their Core Human Needs

We’ve got COVID. We’ve got injustice. We’ve got people standing up all over the world to inequity. We’ve got the American election. We’ve got the British […]
July 15, 2020

Why Marketing With Purpose Matters Now

Here’s how to express your difference. During this volatile, troubling time in our world, I’ve been trying to pay close attention to the way people speak […]
April 17, 2020

Make Great Content. Even Now.

There’s a TV commercial that’s been playing during the nightly news for the last few weeks of this Covid-19 pandemic. In it, a recognizable fast food […]
March 20, 2020

Inspiring Content for Troubled Times

It’s early days for businesses and brands trying to figure out what to say and how to say it in this strange new world of social […]
March 8, 2020
Forge & Spark team for International Women's Day

Bright Sparks: A Wee Love Letter to the Amazing Women in Our World

Way back in 2005 I attended an E3 conference on behalf of Electronic Arts, my employer at the time. There weren’t many women in the industry […]
January 20, 2020

Business How-To, Big Questions and Stunning Storytelling: My 2019 Book List

For years I’ve made a habit of tracking the books I read over the course of a year, with the goal of encouraging and inspiring myself […]
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 […]