Twirling Tiger Tales

A blog with tips on how to create
fierce content marketing, at work or at play.

The commercial creative industry is either bracing for or embracing the fast-evolving use of text-to-image AI (artificial intelligence) software such as Lexica, DALL-E 2 and many more. These dazzling text-to-image apps allow users to create original images by simply typing in a few descriptive words. The output can combine concepts, attributes and styles, such as “an astronaut riding a horse in a photorealistic style.” For existing artworks, the software allows the user to create new...

Readying for an Imagery Industry Upheaval: Text-to-Image AI Apps

Sales and marketing professionals typically cringe when they hear the “F word” in team meetings and individual reports. No, not that F word; I’m talking about forecasting. In almost every interview I conduct with a subject matter expert, I ask where a solution, company, trend or industry will be in two to five years. I am basically asking for a forecast. It turns out chief executives and field experts hate to forecast too. Many people...

The ‘F’ Word in Content Marketing

Creatives, rejoice. Based on the recent U.S. Census Bureau’s Annual Business Survey, Uncle Sam has acknowledged your talents as paramount in the workplace. Tasked with completing these surveys, I am familiar with the typical “sections” of questions like company information, owner characteristics, research activities, goods, services, and business processes and technology. But wait, there it was, Section F (for finally). SECTION F: DESIGN AND INTELLECTUAL PROPERTY  The following questions ask about the role that design plays in...

Uncle Sam Acknowledges the Importance of Design in Business. Have You?

The chase was on. Prey drive was engaged. The only thing between my Boston Terrier and the frantic fly on the window was the pale-colored linen couch I had just painstakingly cleaned. Beans missed his target but left behind his signature muddy paw prints. Before this mishap, I had allocated two hours to refurbish the second-hand couch. I researched how to care for the fabric and wooden legs, gathered the materials needed, carved out time,...

Light-Colored Linen, Muddy Paws, and the Planning Fallacy

During my early morning walks, I often listen to true crime podcasts. I listen as much for the storytelling as the sleuthing, and I’ve come to see B2B content marketing similarly. Some true crime podcasters retell a solved crime to cast doubts or confirm a killer. Others attempt to open unsolved cases to bring new attention to an old case. In many ways, B2B content marketing does something similar: It lays out details of a...

Marketing Like a True Crime Podcaster

The characteristics that make content compelling and sticky on people-oriented social platforms can be a roadmap for the content you generate for your business. Content should be less about techy details and more about how an organization is helping customers and prospects. The messaging should include a company’s value (why it is useful), a company’s values (what it believes in) and equally important, like any impactful digital platform, the human factor (those that work at...

Content Worth Talking About, Or Not

One of my favorite bits of advice came from, of all places, a Food Network star. On a Comic-Con panel of celebrity chefs, Adam Gertler was asked about the creative process and said: “If you nail it the first time, where is the journey?” That quote stuck with me weeks after I attended the world’s largest pop culture convention in my hometown of San Diego. I was unaware of Gertler and therefore didn’t recognize the actor...

Wisdom Fed by Two Celebrity Chefs

In seventh grade, a small group of us students concocted a daylong game. We raised our hands during every classroom lesson to ask the teacher a succession of questions that began with the word “why.” “Why did the author spend two pages describing his dinner when a paragraph would do?” “Why does that formula work?” “Why exactly are we learning about British colonization of India?” Our goal: See how many why questions it took to...

‘Why’ Don’t We Delve Deeper into Brand Journalism

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