Letter from the Editor
Welcome to another issue of Featured, in which we highlight recent content that readers like you have loved.
This month, hear from our VP of Creative and Strategy Alan Kittle as he examines the flop of “Solo” at the box office. Could fan response on social media to lackluster early marketing efforts be one of the key factors?
On the topic of technology, new author Tej Bhattarai, Marketing Campaign Director, examines best practices for selecting and implementing the right tools for your omnichannel experience—and Laura Watson, Director of Strategy, explains the irony in using technology to be more “human” in your communications.
Applying the Jobs-to-be-Done framework to marketing has always been a popular topic for our readers, and this month was no different. CMO Frank Grillo explains how GE focuses on customer outcomes to become a trusted partner—rather than just another vendor.
Finally, a combination of creative and technology: in my own piece, I explain how we’ve used a systematic approach to audit our content library and an agile approach to fill the gaps we discovered with content that provides value to our visitors.
Speaking of value, I hope you find some in this issue. As always, I welcome your feedback.
Director, Content Marketing