Montanus

Montanus Din ekspertviden er værdiløs, hvis ingen forstår dig. Hos Montanus bygger vi indholdsuniverser f

Vores opgave er ikke at lave forkromede kommunikation- og marketingstrategier. Vores fornemmeste opgave er at sørge for, at din virksomhed når i mål med jeres planer og støtte driften af markedsføringen. Vi har specialiseret os i at skabe interessant indhold for teknologi-, ingeniør- og finansielle virksomheder. Med vores unikke tilgang til indholdsproduktion, sikrer vi automatisk høj faglig kvali

tet samt "production of scale"-fordele. Med andre ord, får du indhold til alle jeres platforme serveret på et sølvfad – og så endda med den tekniske kvalitet i top, uanset hvad din virksomheder laver.

I had a conversation last week with a senior marketing director at a large industrial company.She said the data is clear...
02/09/2026

I had a conversation last week with a senior marketing director at a large industrial company.

She said the data is clear. The more approval layers a piece of content goes through, the lower it performs. Each round smooths away the edges that made it feel like a person wrote it.

I see the same with my own clients. The posts that generate the most meaningful engagement are almost always the ones that felt slightly risky to publish. A specific opinion. A real experience. Something with an actual point of view.

The content machine is getting better at producing volume. Producing conviction is a different problem entirely.

The brands that will stand out won't be the ones producing the most. They will be the ones whose content sounds like someone had something worth saying.

That is the harder editorial challenge. And it is the one nobody is seriously working on.

/Mikkel

🎧 Listen the The Content Universe on your favorite podcast app.

15/07/2026

The question I hear most from marketing teams right now is simple. Can we use AI to produce more content?

Yes. But Dorthe Borup Sindberg from Danfoss Drives asked the more important question in this clip. What happens when you scale a strategy that was never quite right to begin with?

More content is not the answer if the brief is unclear. Faster production does not fix a weak editorial position. It just makes the gap more visible, more quickly.

Worth two minutes of your time if your leadership is asking you to do more with AI.

/Mikkel

🎧 Listen on Spotify: https://open.spotify.com/episode/7oXgKJVxPZ4N0dZzwVXXPU
▶️ Watch on YouTube: https://youtu.be/eYmgnhRtlPY?si=rgV6J2C0UBL5txam

We've been optimizing for the wrong thing.For years, marketing has been about attention. Get seen. Get clicks. Get impre...
08/07/2026

We've been optimizing for the wrong thing.

For years, marketing has been about attention. Get seen. Get clicks. Get impressions.

But here's what Fredrik Hillerbrand told me on the latest episode of Content Universe:

Attention has to be replaced by true attachment. Chosen, voluntary, emotional attachment.

That stopped me.

Because he's right. There are now 5,000 AI-generated songs published every single day on streaming services. Some of them are beautiful. The number one song in Sweden last week was made by AI.

So how do you stand out?

Not with more content. Not with louder content.

With real content. Stories rooted in values you can actually defend.

If you have a genuine value at your core, claim that space. Build around it. Tell stories that are true.

And if you don't have one, that's fine too. Not every company needs to be a storytelling machine.

Sometimes the best move is to stop inventing a why and start being honest about what you already are.

🎧 Listen on Spotify: E51
▶️ Watch on YouTube: https://www.youtube.com/watch?v=WLw1eWY_zRY&list=PLua5yVJvPeBpQdblXBbYNVydAN9ghH4c0&index=5

01/07/2026

If your story can’t survive scrutiny, then please don’t tell it.

Ethical storytelling is alignment.

The problem starts when the narrative runs ahead of the behavior.

It is tempting to attach yourself to values that sound good.

Like Fredrik Hillerbrand said in our conversation, that if you just change your stance: “it might seem like greenwashing or whatever kind of washing to be part of this day.

But when daily decisions point in another direction, the gap becomes quite visible.

And when that gap becomes visible, trust drops fast.

I think you should start with what you can defend.
And then build from what you already practice.

That is how you navigate storytelling without gambling with credibility.

🎧 Listen on Spotify or where you listen to podcasts!! Ep 51
▶️ Watch on YouTube: https://www.youtube.com/watch?v=WLw1eWY_zRY&list=PLua5yVJvPeBpQdblXBbYNVydAN9ghH4c0&index=5

24/06/2026

After my talk with Fredrik Hillerbrand I don’t think most companies have a storytelling problem.

However they might have a honesty problem.

I’ve sat in rooms where we tried to “find” a story that simply wasn’t there.

Because someone said we needed one.

You don’t need a dramatic origin myth or a heroic why.

You just need clarity.

If your value is price, say it. If it’s reliability, prove it. If it’s convenience, build around that.

The struggle starts when we inflate something ordinary into something epic.

Storytelling only works when the foundation holds.

Otherwise it’s just decoration.

🎧 Listen to episode 51 on Spotify, Apple Podcast or where you listen to podcasts
▶️ Watch on YouTube: https://www.youtube.com/watch?v=WLw1eWY_zRY&list=PLua5yVJvPeBpQdblXBbYNVydAN9ghH4c0&index=5

Coca-Cola basically invented Santa Claus.They leaned into something completely disconnected from their product and built...
17/06/2026

Coca-Cola basically invented Santa Claus.

They leaned into something completely disconnected from their product and built one of the most recognized brand symbols on the planet.

Most B2B companies would never dare do something like that.

And honestly, maybe they shouldn't. But the reason is interesting.

In my conversation with Fredrik Hillerbrand, we talked about why consumer brands seem to have easier access to emotional storytelling. Love. Adventure. Beauty. Big, universal feelings.

B2B companies tend to reach for words like trustworthy, reliable, professional.

As Fredrik said: "I really hope they are. Otherwise there are bigger problems."

The emotional territory is narrower in B2B. But it's not nonexistent.

Sometimes the story is simply: we make your life easier. We take care of the messy stuff so you can focus.

That's not glamorous. But if it's true and you build around it, it works.

The mistake isn't lacking a dramatic story. It's importing one that doesn't fit.

🎧 Listen on Spotify: E51
▶️ Watch on YouTube: https://www.youtube.com/watch?v=WLw1eWY_zRY&list=PLua5yVJvPeBpQdblXBbYNVydAN9ghH4c0&index=5

10/06/2026

If your ‘why’ only lives on a slide, leave it there.

The ‘why’ in storytelling is not something you invent because a framework told you to.

It has to come from how you actually operate.

I’ve seen companies spend hours defining a beautiful ‘why’. Then you look at decisions, pricing, hiring, partnerships. The ‘why’ is nowhere to be found.

to quote Fredrik Hillerbrand “it’s been such a waste of time”

A strong ‘why’ makes storytelling easier. It gives direction, consistency, focus.

But if it is inflated, or disconnected from your daily behavior, it becomes fragile.

Start with the reason why you truly exist. Even if it sounds ordinary.

Then build your story around that.

A defensible why beats an impressive one every single time.

🎧 Listen on Spotify or where you listen to podcasts!! Ep 51
▶️ Watch on YouTube: https://www.youtube.com/watch?v=WLw1eWY_zRY&list=PLua5yVJvPeBpQdblXBbYNVydAN9ghH4c0&index=5

20/05/2026

The best thought leadership I have seen does not come from briefing someone to be a thought leader.

It comes from finding the people who already are one. Dorthe Borup Sindberg describes it in this clip. Look for the balance between genuine expertise and genuine passion. Not people who know their area, but people who cannot stop thinking about it.

That is the editorial raw material that makes content worth publishing. Everything else is just filling a calendar.

/Mikkel

🎧 Listen on Spotify: https://open.spotify.com/episode/7oXgKJVxPZ4N0dZzwVXXPU
▶️ Watch on YouTube: https://youtu.be/eYmgnhRtlPY?si=rgV6J2C0UBL5txam

13/05/2026

Marketing in a large industrial company runs on two tracks. You are building brand trust over a long horizon. And you are also answering to a CFO who wants to see results this quarter.

The trick, as Dorthe Borup Sindberg explains in this clip, is having the right numbers ready. Not broad brand metrics, but specific data points that tell a story leadership can follow. Traffic that turned around because of a deliberate change. An audience that moved through the funnel in a way you can prove.

That is what gets the boardroom listening.

/Mikkel

🎧 Listen on Spotify: https://open.spotify.com/episode/7oXgKJVxPZ4N0dZzwVXXPU
▶️ Watch on YouTube: https://youtu.be/eYmgnhRtlPY?si=rgV6J2C0UBL5txam

06/05/2026

Industrial buyers start their search long before the product page.

They are somewhere between recognising a problem and knowing how to solve it. That is where trust is either built or lost. And most industrial marketing teams are not showing up there.

Danfoss Drives has spent years thinking about this. Dorthe Borup Sindberg explains the shift in this clip. From product-first to trust-first, and why it changes how you structure everything downstream.

/Mikkel

🎧 Listen on Spotify: https://open.spotify.com/episode/7oXgKJVxPZ4N0dZzwVXXPU
▶️ Watch on YouTube: https://youtu.be/eYmgnhRtlPY?si=rgV6J2C0UBL5txam

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