How to make your ideas bolder and better

Whenever you express excitement about an idea that inspires you, you’ll often find your party pooped upon by something called BDD or Brand Detachment Disorder.

I’d never heard of Brand Detachment Disorder before, until Carla Johnson (co-author of “Experiences: The 7th Era of Marketing”, a must read!) mentioned it in in a great Content Marketing University Talk, and a blog. (Thank you, Carla!)

It’s an affliction most of us content marketers suffer from.

Most Boards of Directors suffer from it as well, which is not helpful.

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How to turn your inbox into a content marketing engine

This clever hack comes courtesy of Andy Crestodina, who elaborated on it in a Content Marketing World talk titled “Non Obvious Content Marketing” (available on the awesome Content Marketing University).  

This idea is so brilliant in its simplicity and ‘Duh!’-ness, that I can’t believe no one else thought of it before, myself included. It also turns the often-dreaded “Can I pick your brain for a minute?” question into a triple win situation.

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How to (elegantly) say ‘no’ as a content marketer

Most content marketers know that content doesn’t function as a vending machine. Yet that is how some organizations look at it (and yes, often with the best of intentions): the content team is our bunch of creatives who create creative stuff on request basis.

Hm. Not quite. As I’ve explained before in a number of blogs (such as this one) content marketing only works if it fulfills a strategic function, has the C-suite stamp of approval and is done consistently and well.

And doing it well means that sometimes content marketers have to say ‘no’ to content requests which, frankly, can come from all areas in an organization: sales, business, executive committee, big boss, even the marketing team itself.

But how can you say ‘no’ – elegantly, emphatically and based on fact or agreements – when you don’t have that strategic plan yet? Here are three ways, and one bonus tip.

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Struggling to think outside-in? Do the spinach 3-step

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

This solid piece of marketing advice comes courtesy of Theodor Levitt, economist and professor at Harvard Business School. Yet much of the content that is created, focuses a lot more on the drill than it does on the hole. It’s a classic example of inside-out thinking, when what you should do is the opposite.

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3 telltale signs your content might be crappy (Cut the Crap Series, 1)

There are a lot of things that can go wrong when practicing the beautiful art that is content marketing. In this series we’ll focus on a number of mistakes that are very common, and relatively easy to fix. Which is not to mean that they don’t require a lot of effort.

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