Creative Influence Launches "Marketing Next" Column

Another angle on content marketing is how it is being used to spark adoption of innovative products and services. Through our work with Creative Influence clients, we’re frequently helping them use innovation as a thought leadership theme and we’re also charge with using marketing innovations to tell their stories. Because we’re deep in the thick of innovation every day, we’ve just launched a new column in Atlanta Business Chronicle’s Atlanta Innovation (AtlantaInno) section. It’s called Marketing Next.

Marketing Next is an article series focused on what makes some companies succeed and others fail when trying to gain audience/buyer adoption and scale when marketing innovative products and services. Geoffrey Moore wrote the book Crossing the Chasm about the marketing of innovation over 30 years ago. Not much has been published about the topic since then. We’re taking up the challenge in Marketing Next.

Innovation goes beyond the technology industry. So, Marketing Next articles examine the marketing of innovation in other industries and situations in addition to that which occurs in the tech sector.

Our first article, for instance, focuses on the marketing of CBD/Hemp in that burgeoning industry. Check it out and share your thoughts. We welcome story ideas, too. Thanks, Andrew and Natalie