When a marketer has a strong relationship with a subject matter expert, they can make content magic together. Subject matter experts (aka “SMEs”) are the folks who know an industry inside and out, who set the strategy for future product development and work closely with customers. Some have strong opinions about controversial issues, which can […]

It is seductive for companies to slip into a me-first mindset. Under pressure to explain new products and differentiate themselves from competitors, organizations want to share all the details about what makes them special. Yet focusing too much on your own story and not enough on your customers’ is a great way to turn people […]

Think back to the best classes you’ve taken. The ones that stick with you. What did they have in common? The same elements that made those lessons memorable, that got your juices flowing, are the same ones that can turn tired content into remarkable content. One of the toughest challenges for teachers is taking complex […]