Content Watch

May 14th, 2013

Cruddy Mission Statements, Authentic Leadership, Ads that Actually Work

The Strategist picks the day’s most interesting stories for the content aficionados who love the backstory and reading between the lines. Here are the gems you need to kickstart your Tuesday:

 

Compared to This, Your Mission Statement Sucks (Inc)
Worried that your mission statement is missing the mark? You’re probably right in thinking you’re veering off-course.

 

Mission statements are hand-crafted with the best of intentions, but most of the time, they fall flat. Here’s some inspiration from one that totally rocks.

What Is Authentic Leadership (Forbes)
Content marketing helps position your brand as a thought leader. A core component to your strategy? Authenticity.

So what exactly is authentic leadership? It’s about being true to your team, vulnerabilities, ideals, and actions. Authentic leadership is what gives your brand boundless influence. Don’t abuse it. Here’s how to get it right.

Is Native Advertising Just Another Term for ‘Good Advertising?’ (Mashable)

Mashable’s Todd Wasserman may be on to something here.

Historically, advertising and user experience have been perpetually at odds. Digital media is truly switching things up to help marketers realize that brands and audiences can harmoniously co-exist. And truly respect one another.

7 Company Blogs that Build Community (Crazy Egg)
For your reading pleasure, Grasshopper Group’s Emma Siemasko rounds up some of the best company blogs online.

She points out that a good blog is more than just an SEO tool or ‘nice to have’ for users. It’s a community-builder, resource for users, and invaluable platform for sparking partnerships. If you’re not seeing results from your blog, you need to put more muscle behind it. Here are 7 brands  that are getting it right.

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