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Tommy Walker is the founder of The Content Studio, a content marketing consultancy for Fortune 1,000 companies and fast growing B2B startups. The Studio Insider blends filmmaking principles with B2B marketing advice to help marketers create meaningful content that connects and converts.
Let me paint a picture...Your boss shoots you a Slack message: “Can you do some competitor analysis? We need a new way to stand out this year.” So, you open a spreadsheet, load competitor websites, and start digging. Metrics, headlines, testimonials—line after line after line of data. After a while, your focus blurs, and a familiar question creeps in: "What am I actually looking for?" It’s a scene playing out in marketing teams everywhere. Here’s the truth nobody wants to hear: gathering data...
You know content marketing could be driving more impact.You see the gaps, the missed opportunities, the wasted effort. But then you hit a wall. Leadership doesn’t get it. First off, if that's you, you're not alone. Last year we ran The State of (Dis)Content Report to find out what had content marketers feeling down. Among many things, we found: 🔸 Only 30% of in-house content marketers say their leadership is fully bought-in.🔸 41.3% admit they aren't doing audience research nearly enough.🔸 60%...
This year on Studio Insider, I going to do something different. I'm going to use Breaking Bad Season 2 as a vehicle to demonstrate different storytelling principles then show how they can be applied to B2B content marketing. I'm doing this because it's become painful to me to see how shallow most of the "B2B Storytelling" advice is out there. Most of it is some reskinned version of The Hero's Journey, which, while it is a popular framework, it's not a universal reflection of the human...