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Ardath Albee

Ardath Albee

Ardath Albee is a B2B Marketing Strategist and CEO of her firm, Marketing Interactions, Inc. where she helps companies with complex sales use persona-driven digital strategies and content marketing to turn prospects into buyers and ensure that existing customers choose to stay. She’s the author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results and eMarketing Strategies for the Complex Sale. She has been voted one of the 50 Most Influential People in Sales and Lead Management for the past four years and was selected a 2014 Woman to Watch in B2B Marketing by FierceCMO. Ardath is also an instructor for the Content Marketing Institute Online Training and Certification program. Follow her on Twitter @ardath421.

Stories By Ardath Albee

DIAGNOSIS: A Serious But Curable Disease: Content Dis-Associative Disorder

July 10, 2011
Does this story sound familiar? Your marketing team creates a lead generation campaign that includes an interactive game that tests their prospects’ aptitude for brilliance.  It’s fun, snazzy and colorful. Next, is a brand awareness program focused on the 30 years of history, patents and engineering feats the company has accomplished in its work on brilliance. It’s serious, academic and dignified. For the launch of a new solution, collateral is created that highlights its feeds and speeds along with the company’s awards for innovation in program design. You’d need a physics degree to get the point. And, your new blog has informative posts presented in a conversational style, but your primary blogger has a fondness for sports metaphors. What overall story is this content sharing with prospective buyers? If you encountered all four of these initiatives, would you intuitively know that the same company was behind each of them? If you did, what impression would that make? This is an example...