Mura Content Experience Blog

Will You Be Automated or Will You Invent Shipwrecks?
Will You Be Automated or Will You Invent Shipwrecks?

With the advent and popularity of Artificial Intelligence (AI) and solutions based on it, there’s been a lot of discussion about which jobs will be replaced by increasingly intelligent technology. Previous jobs were eaten by the information age and gave birth to the Knowledge Worker. So what comes next? The Wisdom Worker.

By Sean Schroeder
B2B Content Personalization
B2B Content Personalization: A Primer & Example

Content personalization is commonly misunderstood. In this post, we define what it is, why it's important and provide an example of how we can use it as part of our B2B marketing mix.

By Sean Schroeder
The Role People Play in the Success of Technology
It's the Wizard, Not the Wand: The Role People Play in the Success of Technology

Technology is constantly changing the way we live. From self-driving cars and omnipresent chatbots to automated marketing tools, it sometimes feels like humans are being edged out by our robotic overlords instead of fulfilling "the promise that technology allows humans to be better humans."

By Sean Schroeder
Why Relevance Outsmarts Personalization in B2B Marketing
Why Relevance Outsmarts Personalization in B2B Marketing

Personalization is all the rage in marketing, and for good reason. In a B2C context like e-commerce, it can dramatically improve shopping experiences but personalization in the B2B world is a completely different animal.

By Sean Schroeder
Lead Nurturing - Outside the Inbox
Lead Nurturing - Outside the Inbox

By now, most marketers have been schooled on the importance of lead nurturing. We know that, according to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. And we know that in order to keep our sales teams happy, we should educate and engage prospects before we pass them off to sales. But how do we nurture leads beyond the inbox?

Using Time Tested Tactics in Today's Marketing
Using Time Tested Tactics in Today's Marketing

Can you really talk about something as “way back when” when the “back when” is really just 20 years ago?  Well, you can when something as significant as the rise of the internet sits in the divide.  So here we are, talking about “way back when” in the late 90’s…

By Jeff Freund
Three Pivots B2B Marketing Strategies Need to Create Compelling Experiences
Three Pivots B2B Marketing Strategies Need to Create Compelling Experiences

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us.

By Ardath Albee
Tags: ICC
3 Ways to Tap Creative Brands for Massive Inspiration
3 Ways to Tap Creative Brands for Massive Inspiration

Our audiences don’t just want experiences from us as brands. They want creative experiences. They want us to surprise and delight them. But instead of doing just that, we marketers fall back and resort to the same old everything that we’ve always done, succumbing to all the reasons we hear about the ridiculousness of creativity.

By Carla Johnson
The Buyer's Journey Is Your Company's Story to Tell
The Buyer's Journey Is Your Company's Story to Tell

Nurturing a lead shouldn’t be a disjointed series of assets delivered sequentially. It should reflect a progression of narrative, focused on the customer and across channels to create a connected experience. 

By Sean Schroeder
Needs and Wants, Shoulds and Coulds
Needs and Wants, Shoulds and Coulds

“When you think about people’s needs, you need to ask yourself what you already have that can help. The harder thing is aiming to meet the wants of your customer. That’s harder because those wants usually require something that you haven’t created yet.”

By Robert Rose
Why Brainstorming Fails – and What To Do About It
Why Brainstorming Fails – and What To Do About It

Content idea generation is both an art and a science, as you need to balance creativity with firm ROI. Like a gymnast, achieving this balance is no easy feat.

By Sean Schroeder
MuraCon Keynote Speaker Announced!
MuraCon Keynote Speaker Announced!

Described as a “rock star” of the marketing world, Robert Rose, the Chief Strategy Advisor for the Content Marketing Institute and host of the This Old Marketing podcast, knows how organizations of all stripes can create experiences that go beyond what we typically define as success.

By Sean Schroeder
Your 'Message' Might Be the Crux of Your Content Issues
Your 'Message' Might Be the Crux of Your Content Issues

Marketers have lost control of their brand conversations. Back when only a handful of channels existed, marketing and sales controlled the flow of information — particularly in the medium and high-consideration buying decisions.

By Sean Schroeder, relevance.com
Why a Content Audit Will Improve the Success of Your Content
Why a Content Audit Will Improve the Success of Your Content

When you hear “audit,” what do you think of? Taxes? Banking? The IRS? Either way, audit is too often akin to a four-letter word. In the world of content, however, audits are wonderful things. If your content strategy isn’t up to par, then an audit can be the jolt it needs to work effectively.

By Sean Schroeder
Announcing MuraCon DX!
Announcing MuraCon DX!

A day-long educational event focused on creating compelling, content-driven experiences by some of the best in Marketing.

By Sean Schroeder
Wrapped Around the Axle of Personalization? Extract yourself.
Wrapped Around the Axle of Personalization? Extract yourself.

Avoid the trap of putting your cart before the horse. Focus instead on creating the relevant, rather than the personalized.

3 Essential Resources for B2B Content Personalization
3 Essential Resources for B2B Content Personalization

With content marketing in the B2B segment, the increased competition for engagement has made traditional methods of distributing content obsolete. What you need is a more targeted content marketing approach, made possible by these 3 essential resources.

By Sean Schroeder
How Storytelling Accelerates Your Pipeline Velocity
How Storytelling Accelerates Your Pipeline Velocity

Marketers typically don’t think of themselves as storytellers. Creatives? Yes. SEO experts? Sometimes. Wordsmiths? You bet. But “master storyteller” doesn’t usually fall under their job description. Yet that’s exactly what marketers are.

By Sean Schroeder
Tags: ICC
How to Reach Your Audience with Strategic Planning and Content Personalization
How to Reach Your Audience with Strategic Planning and Content Personalization

If you want to craft content that generates results, embrace these tips to ensure that it’s well-planned and truly speaks to your target audience.

By Sean Schroeder
Tips for Creating Content at Each Stage of the Buying Journey
Tips for Creating Content at Each Stage of the Buying Journey

When creating relevant, content-driven experiences one of the important steps is mapping—and creating—content for these experiences.

By Jeff Freund