Mura Content Experience Blog

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
Read More
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
Read More
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
Read More
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
Read More
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
Read More
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
Read More
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
Read More
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
Read More
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
Read More
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.

Read More
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
Read More
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
Read More
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
Read More
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
Read More
Cards Against Humanity & Content Personalization: (Un)Intelligent content?

Play Cards Against Humanity a few times, and you quickly find out that there are a few cards you can count on to get a reaction every time—and a few duds. Surprisingly, it shares an M.O. with what some are calling an integral part of Content Marketing’s future: Intelligent Content.

By Sean Schroeder
Read More
Cards Against Humanity & Content Personalization: Telling Your Story

In an age where relevance is not only desired, but expected, we can’t underestimate the value and opportunity this dance with the customer creates. What’s interesting and unexpected, is how this dance becomes a conversation in which your response begins to tell your own story, even while you learn your customer’s.

By Sean Schroeder
Read More
Creating Complex Nurtures in Marketo

Not all Nurture Streams in Marketo need to behave the same way. Learn how we used Marketo to create an advanced nurture campaign to convey a rather complex idea to our leads.

By Ronnie Duke
Read More
Connecting Content Marketing Experiences [Infographic]

Marketers have their fair share of challenges these days, but delivering relevant content experiences doesn't have to be one of them. Learn what it means to Connect Content Marketing Experiences and how it enables building rich customer profiles and the opportunity to deliver increasingly relevant content experiences. 

By Sean Schroeder
Read More
Cards Against Humanity & Creating Content Experiences: Know Your Audience

In CAH, players tend to gravitate toward the most offensive pairings they can find in order to elicit the biggest response. Sure, this usually works great the first few times around, but as the game progresses, we learn more about each player—both by what cards resonate with them and by which cards they play. Once you learn that, you realize that if you want to win, you need a strategy to tailor your pairings for the wry, unassuming type as well as the bold guy with bravado.

By Sean Schroeder
Read More
Connecting Content Marketing Experiences

“It’s getting tough out there.” So begins “Connecting Content Marketing Experiences: Three Keys to more connected and aligned technology and marketing agendas.” Author Robert Rose (Digital Clarity Group, Content Marketing Institute) is commenting on a particularly sticky challenge marketers face.

By Sean Schroeder
Read More