Must “content” come in written, video or podcast form? Consider the following . . .

I’m a raving fan of the Brains on Fire movement.

I was thrilled to be invited to participate in their Fire Sessions this year and, along with the other participants, was excited to find a copy of their new book, Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements, waiting for me.

I strongly believe it’s a must-read for marketers for so many reasons, but let’s look at one story in particular that really caught my eye (in Lesson #8) in regard to creating content for online communities. This story pertains to the Fiskateers – a movement that Fiskars, a 360-year-old company based in Finland, empowered its crafting/scrapbooking customers to ignite with their own passion:Continue Reading

While writing a post for my personal blog on the difference between a business’s mission and its vision, I came across the World Wildlife Fund’s Vision page. I found it to be an extraordinary grouping of content that not only presented the organization’s vision, but then portrayed it in action in several ways.

If you came upon this Vision page as someone likely to be a supporter of their mission, then I believe it’s also likely that the content on this page would entice you to become a true believer and a donor as well. And for an organization like the WWF, that makes all the difference.Continue Reading