English Archives - Maël Roth Planet & people positive marketing Mon, 30 Apr 2018 20:07:56 +0000 de hourly 1 https://wordpress.org/?v=6.9.4 https://maelroth.com/wp-content/uploads/2015/12/favicon-32x32.png English Archives - Maël Roth 32 32 Marcus Bilgeri: “Content marketing often fails because of the lack of strategic depth” https://maelroth.com/2018/02/marcus-bilgeri-content-marketing-en/ Tue, 27 Feb 2018 19:47:09 +0000 http://maelroth.com/?p=5354 In my interview with Marcus Bilgeri, content marketing strategist and managing director at innogy.C3 GmbH (joint venture of C3 and the RWE subsidiary innogy), we explore why content marketing often fails, strategic approaches and internal challenges… and much more. [This interview has originally been published in Sept. 2017 in German – translated, updated for publication in February 2018] I have known Marcus…

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]]> Revenue and growth is not a purpose… why would you try to motivate with it? https://maelroth.com/2017/12/revenue-growth-is-not-a-purpose/ Tue, 12 Dec 2017 13:03:13 +0000 http://maelroth.com/?p=5281 The purpose of a business is not to make money and grow. And it is even less how you motivate teams and people. A few weeks back I was speaking with someone close to me who works in a hospital. That hospital is very much growth-driven, imposing a certain growth and profit rate per quarter. To reach these goals, they are cutting internal…

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]]> Content Strategy Explained (Think of It as a Plane) https://maelroth.com/2017/09/content-strategy-explained-plane-analogy/ Tue, 19 Sep 2017 08:00:19 +0000 http://maelroth.com/?p=5283 Content Strategy has a lot in common with air travel when you think about its various components. In my latest blogpost on the idea of a “minimum viable content strategy“, I use the analogy of a plane to explain content governance. I regularly use this analogy when onboarding new clients onto our content marketing platform, and was again reminded of this upon reading an…

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]]> Is making money online for creatives and artists broken? Maybe not… https://maelroth.com/2017/09/outlook-making-money-online-artists-creators/ Fri, 01 Sep 2017 12:54:06 +0000 http://maelroth.com/?p=5146 Making money online has become notoriously harder and harder over the years, to a point which just those who reach a critical mass of attention can make a living out of it. But maybe the “positive” tipping point is around the corner. I know I don’t typically write about monetizing creativity online on this blog, my main topics being content strategy and…

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]]> Exploring the idea of the minimum viable content strategy https://maelroth.com/2017/07/minimum-viable-content-strategy/ Mon, 24 Jul 2017 13:18:59 +0000 http://maelroth.com/?p=5066 Many organizations struggle with documenting and putting into practice a content strategy. Most of the time, it just seems too vague and unclear, especially with regards of all the noise on the topic. Which is why I want to explore the idea of the minimum viable content strategy. Over the past few years I have worked with a lot of different companies…

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]]> What if we killed communication departments alltogether to align on the story? https://maelroth.com/2017/07/killing-communication-departments/ Thu, 20 Jul 2017 14:54:07 +0000 http://maelroth.com/?p=5086 As I was taking my evening walk last week I started to think about the different projects, conversations and experiences I had in the past few months and years. What became clear to me is that many organizations are “disfunctional” in terms of effectively telling their story for the age we live in… I spontaneously posted this thought on Linkedin and I was quite…

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]]> What’s a good persona? This video might make you rethink yours https://maelroth.com/2017/05/good-personas-is-about-asking-the-right-questions/ Fri, 19 May 2017 10:29:28 +0000 http://maelroth.com/?p=4923 Personas are a key technique to getting serious about “centric” content for stakeholders. In the rush of creating personas we often overlook what matters most… I recently worked with a company that asked me to set the table for content marketing. What was interesting and made me think and rethink some aspects of how I would approach such a workshop was that the…

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]]> Why I moved on from inbound marketing to (strategic) content marketing https://maelroth.com/2017/01/from-inbound-to-content-marketing/ Fri, 20 Jan 2017 09:39:51 +0000 http://maelroth.com/?p=4776 I used to be an “inbound marketing” enthusiast. As I gathered experience in the field I moved on to (strategic) content marketing. I want to share the why from my personal experience (which is not “the truth” ;) ) … A few years ago I was fresh out of business school with a MSc. In international Marketing. I did not quite know…

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