In the film. “The Martian,” Matt Damon’s character is forced to innovate in order to survive after catastrophe leaves him stranded on Mars with limited ability to communicate with Earth.

For immediate and primary survival, he applies his expertise in botany, and a few highly creative uses of the limited equipment at his disposal, to cultivate a small garden on the barren surface of Mars using bio-waste, a small supply of potatoes and a jury-rigged irrigation system. Improvising a rudimentary communication system, he is able to slowly but effectively exchange enough information with his team to formulate a series of rescue plans. The goal is simple and everyone involved knows the steps and follows the plan to achieve the mission’s objective. …


March 28, 2019

In this article we’ll take a closer look at how to measure your content marketing activities that are designed to drive bottom funnel objectives, specifically conversions. With only 21% of B2B marketers saying they are successful at tracking the ROI of their content marketing activities, there is clearly plenty of room for improvement in how marketers measure and analyze the results of their BoF efforts.

Measuring the Performance of Your Bottom of the Funnel Content

Hopefully, by now you’ve embraced the idea that content marketing can be an effective approach for generating leads, improving the quality of your leads and successfully nurturing them along the entire sales…


“Don’t mistake activity with achievement.” — John Wooden

With apologies to Coach K, Pat Summitt and Geno Auriemma, John Wooden is the greatest college basketball coach in the history of the game, winning 10 national championships in 12 years, including an unprecedented seven in a row. So, who better to look to for inspiration when talking about measuring success? Wooden knew that it took more than just talent and physical effort to win. Conditioning and perfecting skills were a big part of preparation, but he was also meticulous in his game planning, clearly laying out specific goals for each of…


There are almost as many definitions of Content Marketing as there are Content Marketers, but they all say essentially the same thing, Content Marketing is the practice of producing content that is both valuable to your audience, and relevant to your business, and then making that content easy for your customers to find. Put another way, it’s creating content that answers questions that your current customers or potential customers have, about topics that are relevant to your company’s products or services, and then publishing that content where they are most likely to see it, in the format they prefer. And…


By Chris Finch

March 11, 2019

The general consensus is that Content Marketing has been around for over a hundred years, with John Deere’s The Furrow often referenced as the original piece of content marketing. However, there are examples that predate The Furrow, including Poor Richard’s Almanac published in 1732 by Pennsylvania’s own Benjamin Franklin to promote his printing business. In fact, you could make an argument that prehistoric cave etchings were a form of Content Marketing, as they captured some how-tos of specific activities, like cooking, hunting, and weapon-making that were fundamental to sustaining life, and documented them for…


After 15+ years in the ad agency and consulting management space I’m taking the leap. Started up an independent content marketing consultancy. I want to teach small and medium-sized business owners how to run effective and efficient marketing programs that they can manage with minimal to no outsourcing.

To gain credibility I plan to build business by “walking the walk” and publishing my own content, primarily focused on providing how-to guidance, as a way to build awareness and earn the trust of potential clients.

Frankly this is the scariest thing I’ve ever done in business but I know my craft and am confident in my abilities and really want to help businesses take advantage of, what I believe to be, the future of marketing.


March 7, 2019

All things being equal, simpler solutions are generally better than more complex ones.”

This paraphrasing of Occam’s Razor is the second most popular expression in our offices (the first is “measure twice, cut once”), and it guides many of our decisions. It’s what we ultimately fell back on when arguing about what to make our first blog post about. So, in an effort to keep it simple, we decided to start by defining what it is, exactly, that we do.

“What Is Content Marketing?”

There are almost as many definitions of Content Marketing as there are Content…

Christopher Finch

Content Marketer & Instructor

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store