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Category Archives: Brand Storytelling

Why aren’t my leads converting? (Slides and podcast)

By | November 3, 2016 |

Nine Common Content Strategy Mistakes Why Aren’t My Leads Converting? 9 Common Mistakes from Shelly Bowen In the last eight years working with clients at Pybop, I’ve seen some trends. Especially with regard to converting leads to loyal … subscribers, buyers, patients, students or or whatever you’re helping your audience do. Flip through these slides or listen to this follow up podcast at the San Diego American Marketing Association.

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Can content strategy help with inbound marketing?

By | May 9, 2016 |

It’s easier to close a client who finds you than one you go out and find. For sure. So how can we help them find us? Inbound marketing. Thought leadership. And first impressions. Think about becoming a magnet for the right audience. Become easily findable, irresistible, and believable. Here’s where to start.

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How do we create effective content for diverse audience types?

By | February 5, 2016 |

Do Multiple Audiences Mean Tripled Content Efforts? How can you have a consistent brand voice and story, but appeal to different types of audiences? How do you do it when you have limited time and resources? Once you complete your audience analysis and core messaging priorities, both integral parts of your content strategy, you may be asking yourself a questions like these, too. Here’s a place to start:

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How do we get people to believe in our brand story?

By | February 9, 2015 |

Have you ever been caught up in a really good story, but then realize it’s got a lot of plot holes? Or on the flip side, have you ever read, listened to, or watched a really good story, and you really want to remember it, but you’re just having a hard time paying any attention?

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Do content strategy best practices fail?

By | September 8, 2014 |

Forget What You Think You Know After working with so many companies on content and content strategy over the last 10 years, patterns emerge. This has given me some confidence. Some structure. And many content strategy best practices. Every once in a while, though, best practices slap back.

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Our messaging strategy is falling flat. What’s missing?

By | October 30, 2013 |

You know those long meetings you’ve been having with your team to discuss strategic vision, your meaning for existence, your key differentiators? You might be missing something kind of big. Your consumers. I know this sounds obvious, but I felt compelled to write this because so many really fabulous, reputable brands I’ve been talking to lately are spending a lot of time focused inward, and not much time focused on the reason they exist: to provide something to someone else for a

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How do you best deliver bad news by email?

By | May 22, 2013 |

Look on the Bright Side Companies change direction. Leadership shifts. People make mistakes. Sometimes a brand needs to communicate an uncomfortable story to its audience … while not making it sound worse than it is. You might try the straight-forward approach: CFO was fired, changes ahead Our customer service department was not trained well We no longer carry ABC Brand But those statements sound so alarming. Scary even. Questions immediately pop up in your head — what does this mean to me? Maybe I shouldn’t use you

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