One of the reasons of my move from a tech brand to NewsCred was the opportunity to be exposed to the strategy behind thousand different content marketing programs. Well, maybe not really thousands, but definitely enough to satisfy my curiosity. This week I have been visiting a few of the customers whose programs I will personally follow. Different sectors, different domains, same complex cross-regional content marketing cases.
The first, about technology and IT infrastructure, is already considered one of the best B2B content marketing cases of all times. The funny thing is, it was one of my models when I led Content Strategy for my former firm. Now I’ll follow the case directly.
The second has all prerequisites in place to become a great cross-regional case for B2C, in the Insurances sector.
So a great week. And in addition I had the chance to spend a few hrs in Milan with Asia and Maya. And this, quite frankly, was worth the entire trip.
Two months without writing a line. It must be a record.
Here is the thing. I changed my job, spent three weeks in New York, wrote a blog post for my new company, bought a new car, had an helicopter ride over Manhattan towers, celebrated the 50th wedding anniversary of my parents with my family in a beautiful small village near Lake Garda.
Busy time. Good time.
First two weeks in NewsCred: amazing experience so far, lots of learning, but starting to put my content marketing experience at disposal of accounts/marketers too. Definition of a global/local model and a general content strategy seem the most common challenges so far. Planning a second (long) trip to NY in May.
Also, contributing to finalize next NewsCred’s Big Rock content (yeah, NewsCred launches Big Rocks too!); and writing for NewsCred Insights’s blog. My next post will cover one of the steps of the overall content strategy: “Target persona and buyer journey”. It will be live in a couple of weeks.
Here is a summary of my strategy posts:
Step 1: The Case for Change
Step 2: Finding the Optimal Balance Between Central and Local
Step 3: (Editorial Process) Why your Company needs an Editorial Board to empower its Content Strategy
Step 4: Defining Global/Local Target Personas
Step 5: Selecting a Content Hub – why Blogs are still at the core of your Content Marketing Strategy
Step 6: Selecting a Content Marketing Platform
Step 7: Launching Big Rock content
Step 8: Content Distribution
Step 9: How to integrate Public Relations with your B2B Content Marketing Strategy
Step 10: Launching an Internal Communications Strategy
Step 11: Piloting Your Content Marketing Strategy
Step 12: Finally, Going Global
Short summary of the last 3 weeks of my life.
Resigned from my company. Changed job and joined a new amazing company. Spent four days in Marrakech. One week in NY. Met new awesome colleagues. Two days in Sicily. One week in Milan. Accepted two proposals as content marketing speaker. Removed from two other conferences because of my new position.
Now finally taking a few days off. Would love if all my life would reflect the last 3 weeks. Love hard changes and when life takes new unexpected directions.
This story starts in December 1993.
The web, as we know it, was invented only three years earlier, in 1989/1990. At that time I was a student of electrical engineering at the Polytechnic of Milan, working on my final essay with a couple of colleagues. We selected Robotics as a topic. Specifically, our research was about mobile robots – programmable robots with wheels. Every day for six months we spent our afternoon hours at the Robotics lab, working on our programmable mobile robot (“Moro“: Mobile Robot).
Soon we discovered that one of the mainframes at the lab was connected to Usenet. We didn’t really know what “to be connected” really meant. We were told that it was possible to contact students and teams of other universities through a digital network. Usenet.
At that time we were stuck with our project. In fact, we had a problem with some specific curves, called clothoids. Clothoids are elements of the math theory behind mobile robot studies. We were not good with programming Moro’s wheels to follow a clothoidal path. We spent months trying to figure out what was wrong with it. No luck.
So we had an issue with the f***** clothoids and there was no literature to study or review. No internet. No wikipedia. No google. We wrote a few lines looking for help, and we sent that request along Usenet.
We didn’t know at that time, but it was our first email. It was December 1992. When did you sent your first email? I did 25 years ago.
Oh, and by the way: we got no answers. Few weeks later we found some answers to our problem in a public (analog) library. And yes. Eventually we got our degree, a few months later.
Long time without writing on the blog. I am just back from New England, some new things happening, unfortunately not so much time to write and share. Best news of the day: I’ve been selected to speak at next Content Marketing World , taking place in Cleveland on Sept 6-7. It’s the largest and most crowded content marketing conference of the world. I will be speaking about how to define a global content marketing strategy with examples and best practices from my company. I plan to bring testimonials or videos from the countries. It’s going to be a fantastic event and I am so happy to be “on board”!
« In times like these, escape is the only way to stay alive and continue dreaming. » Henri Laborit, In Praise of Escape
Why a travel movie list?
The thing is: I just want to close the year with something that I’ve almost neglected in 2016. Vagabonding. Travels. And it’s not because I haven’t moved away from London. Indeed, this year I visited US and Italy so many times, Boston and NY, Cleveland and Miami, Milan and Sicily, and then Iceland, the Netherlands and Ireland, Portugal, Germany and France, Greece and Poland. But my focus has been content marketing including my new adventure as a public speaker. For this reason, vagabonding needs at least some attention before the year ends. Continue reading “Travel movies: my ultimate list (and something more)”
Note: this post started as a short story of my meeting with Jason Miller to record his marketing podcast. It ended up with some thoughts about content marketing, pilot programs, creativity and Corp boundaries.
My chat with Jason was a lot of fun. He recorded the Sophisticated Marketer’s podcast today. I was his guest. I am not sure at this stage when it will go live. Before or after Christmas? I don’t know. Yet.
LinkedIn’s HQs in London is a great office. Cool and stylish, comfortable, full of colours. Loved the Dr. Marteen’s meeting room (not sure how to explain – a meeting room with lots of Dr.M’s boots hanging from the roof – yes, you got it right: a bunch of Dr.M’s classic and coloured boots hanging from the ceiling and the glass door). Which is the room where we recorded the podcast. Free coffee, soft drinks, flavoured water. Continue reading “Behind the scenes – Recording the Sophisticated Marketer’s Podcast with Jason Miller”