Your step-by-step guide to building, launching,
merchandizing, and measuring your human content.
How to merchandize your customer stories
to anchor a content marketing strategy.
Great content marketing starts with great editorial;
human, provocative, and personal customer stories
that aren’t about speeds and feeds.
or read the Executive Summary now
In our annual survey, 73 percent of respondents said a high
level of interactivity somewhat or greatly increases the
influence of content. In a recent project, we were asked to
rethink what a traditional case study would look like if it
became much more interactive.
At the moment, one of the greatest challenges marketers
face is getting external and internal audiences to find and
interact with all the great content they produce. Recently,
we developed a new asset type that organizes and presents
content in a compelling story arc. We call it the Story Box.
This example was built for an internal sales team to
merchandize available assets and teach them when and how
they can use content to engage customers at different phases
of the buying cycle.
More and more technology buyers want to be entertained
and informed. In fact, in our annual survey, a clear majority
of respondents said they want high production values and
humor in the videos they watch.
Chief Executive Officer
With more than 20 years of experience in marketing communications, Lorie Loe is a recognized leader in developing and executing content strategy for technology clients.
At Eccolo Media, Lorie primarily consults on comprehensive content strategies and provides a broad range of account management services. Her client work includes planning for content-intensive marketing communications programs, including lead generation and nurture campaigns, thought-leadership programs, and new market launches.
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For more than 15 years, Eric Pfeiffer has worked as a business journalist focusing on the technology industry. Recently, he was Editorial Director of AllBusiness.com, a robust website (6 million unique visitors a month) that is tailored to small businesses. Before he made the jump to online, he was Features Editor at Forbes ASAP, Forbes's technology magazine, and Red Herring, where he covered a wide range of topics, from telecommunications to semiconductors. Read More »
Director of Project Services
Kate Bitter has worked as a marketing projects management professional in the San Francisco Bay Area for more than eight years. She has a broad range of experience, focusing largely on brand, content, and communications work in the business-to-business space. Most recently, she was senior project manager and lead digital producer for Continuum Crew and Crew Media. Prior to her tenure with Continuum, Kate was a project manager for Gap, managing the gamut of packaging needs and creation for all sub-brands including GapKids and BabyGap. Prior to Gap, she supported marketing projects at Aptimus, an Apollo Group company that focuses on brand marketing initiatives and activation strategies for University of Phoenix.