Marketing, the flip-side of product

A lot of eyes glaze over when the word “marketing” pops up, mine included, especially before I shifted from the journalism side of things and began exploring the dark arts of content marketing.

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Why Zillow Group ungated its B2B content

Producing engaging content for specific audiences with specific goals for each lies at the heart of content marketing. Zillow Group knows this very well. Its strategy encompasses two distinct audiences — consumers and real estate agents — two separate goals, and, consequently, two content marketing strategies.

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Zillow Group, content marketing and syndication

Amy Bohutinsky is the 10th the most powerful person in real estate. Zillow Group’s former chief marketing officer and now its chief operating officer, her vision and execution helped catapult the Seattle-based giant to tremendous growth and an anticipated $1 billion in revenue in 2017.

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Excellence doesn’t happen by accident

We all witnessed Tom Brady’s excellence on Sunday — calm, poised and infectiously passionate. Did you doubt the Patriots would score a touchdown and end the game when the team won the overtime coin toss? (Poor Falcons).

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The tyranny of trust

As the nation hangs its head and philosophically (uncomfortably) stares at its navel and ponders whether there’s really a there out there, trust crumbles all around us. With alternative facts, fake news and partisan minds dominating the media landscape, where does that leave connection, faith, community? Besides indoors, those vital components of society stick even tighter to authenticity, passion and sense.

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