The creation and distribution of content online is one of the most effective ways of attracting new customers and retaining existing ones, but that doesn't mean it's easy. Unfortunately, most companies get their content marketing efforts wrong. Content creators and marketers must spend valuable time and effort to create and publish quality content on a regular basis to increase the reach of their brand. There is no shortcut.Remember - content marketing is an essential component of any inbound marketing strategy - and it must be done right. If you want to create a scalable, repeatable and networked process of customer acquisition through content marketing then you must avoid these content marketing mistakes like your life depends on it!
By Jessica Davis
Posted Jan 16, 2013
"Never put off till tomorrow what you can do today." When Lord Chesterfield said this, he was more than likely referring to being steadfast in your work ethic, and avoiding procrastination. More often than not, those who begin their tasks early find themselves in a superior position down the line. The same can be said for those who think ahead, so with the new year ahead, it's important to not only live in the now, but prepare for the future.
By Tim McLaughlin
Posted Jan 04, 2013
Mobile phones have come a long way since the original, bulky, featureless models of the eighties. Now, we can do almost anything on our phones and consumers rarely put them down. Cellular networks have noticed over the years and responded by beefing up their data networks to support all the Facebooking, Tweeting, sharing, and emailing today's smartphone is capable of. Marketers have taken notice as well. The smart ones are understanding the need to address not only the mobile experience, but the necessity to find ways to reach the mobile consumer.
By Mark Simmons
Posted Dec 14, 2012
Managing a brand and its image has never been easy, but the ever-growing number of retailer and third-party websites, online shopper services, mobile apps, and digital coupons has made a brand owner's job even more challenging. One of our clients told me that he feels like he is constantly chasing his brand across the internet.
By Steve Cole
Posted Dec 07, 2012
When David Feinleib, a California-based venture capitalist turned tech blogger, began to wonder what to post and when to post it, he had an arsenal of contacts in the Big Data world to help him figure this out. "These companies can all do these incredible things with their technology, but it's hard to get specific use-cases," or examples of a technology as applied to day-to-day business decisions. So Feinleib set off to find the company that would run analytics on the Forbes.com website to help his blog there and give him and the Forbes staff some useful input. He found Datameer, Inc., a Hadoop-based analytics software provider formed in 2009 that was nimble enough to do it.
Video holds significant potential for ebooks and digital editions of magazines. After all, there's probably not a better way to illustrate a hard-to-explain concept--or gain buzz around a new novel or textbook--than the proper use of video. The only problem is, video can be a bit hard to publish, and even harder to consume, given the various devices on the marketplace.
Content marketing has had quite a run. After an interesting battle with terms such as branded content, custom media, brand journalism, and custom publishing, Google searches tell us that content marketing is now the de facto term for nonmedia companies creating relevant content to attract and retain customers.
By all measures, 2012 was a boom year for social media. From big acquisitions and huge IPOs to increasing engagement on every screen, social media was omnipresent-growing bigger at every turn.
Like millions of people up and down the east coast of the United States, I spent Monday night bouncing between my television screen, my window, my iPhone, and my laptop screen. I was lucky enough to keep power until after midnight - though I woke up to a dark house - and so like the rest of the country, I kept tabs on the "Frankenstorm" with the help of multi-media. If your power was out, your mobile device may have been your only connection to the outside world.
By Theresa Cramer
Posted Oct 30, 2012
When most people (or businesses) start a blog they continue posting regularly, sometimes for years, and eventually develop a large body of work. The trouble is that despite their usefulness, very few readers will use the links or buttons at the end of a post to see what came before or after the one they are reading. If a reader does use these buttons he will probably only read one or two more posts before leaving the blog. Even when similar posts are recommended the likelihood that anyone will go on to read any of them is slim.
By Dave Conklin
Posted Oct 26, 2012
Regardless of industry or niche, reputation is one of the most precious commodities that a working professional has. It can take months, even years to build up a strong, positive reputation; then, the whole thing can come crashing down, in an instant. This has never been truer than it is now, in the age of Google, Facebook, and Yelp.com: A bad review or a defamatory post can make its way onto the web and all but destroy a person's image.
By Cliff Stein
Posted Oct 17, 2012
Five years ago nobody talked about content marketing - today, everybody does. But lots of conversation doesn't necessarily produce understanding. When it comes to marketing content, many firms gravitate to extremes; between chasing their tails publishing over-optimized but meaningless content, and pursuing the Holy Grail of "quality content," there is a middle ground that these firms completely miss. So let's talk about how a company can go about producing content that serves a genuine business purpose.
By Brad Shorr
Posted Oct 10, 2012
Publishers must embrace big data, it really is as simple as that. The strongest indicator yet appeared last week, when Amazon revealed that since the start of 2012, for every 100 hardback and paperback book sold on its site, customers downloaded 114 ebooks. Amazon says the figures include sales of printed books which did not have Kindle editions, but excluded downloads of free ebooks.
By Andy Richardson
Posted Aug 24, 2012
The internet has blurred the line between medium and message but it hasn't changed the need for reliable, essential information. People are exposed to more content than ever before. On tablets, smart phones, television, radio and paper, consumers are presented with headlines, articles, infographics, videos, and commentary from friends and experts -- and most consider all of it to be news.
By Bill Momary
Posted Jul 20, 2012
There is no doubt that the folks over at Flipboard have created a great product and business model for themselves and their investors. It's really almost as simple as the Google model. Create a technology that grabs "other people's content" and assemble it in a new way that the consumer desires and then monetize the heck out of it. Do all of this in the name of a noble mission to truly help provide the content providers with a new way to drive sales and profits and give consumers/readers what they want. This is magical from a P&L standpoint because companies like Google and Flipboard have no content or editorial costs in their business model. Use third party free content and make huge money in the assembly and showcasing of this content.
By Al DiGuido
Posted Jun 29, 2012
Let's face it, something isn't right with Klout. If you're a marketing, public relations, or social media pro, you've been conditioned to recognize influence much like Judge Potter Stuart famously recognized objectionable content: hard to define, but you know it when you see it. On the surface, Klout is ingenious; it's essentially developed a way to score influence by analyzing some of your online activity (and any related activity from your network) and assign a value from one to one hundred. If you play the Klout game correctly, you receive a high score and loads of freebies. If you choose to sit out the Klout game, your score usually sinks faster than a stone.
By Scott Levy
Posted Jun 20, 2012
We all know the laserdisc wasted little time outliving its usefulness, and in the years since Pioneer released its prized product, we have seen the same thing happen again and again to the likes of the cassette, the floppy disc, the CD, etc. Despite dead technologies being well ingrained in our collective memories, many people are still having trouble recognizing that it may be time to put one of our favorite current technologies, the app, to rest.
By Alex Kutsishin
Posted May 31, 2012
In today's ultra competitive e-media landscape, there isn't an online publisher or marketer not wondering how to increase revenue and streamline operations to save money; how to improve digital interactivity, personalization, recommendations, and content optimization to increase traffic, engagement, loyalty, eCommerce sales and cross selling brands; or how to use technology to differentiate content packaging from other digital content providers.
By Alex Withers
Posted Apr 20, 2012
A student turns her tablet on to read three chapters assigned to her this week. As she reads, she comes across a topic that she would like to learn more about. She leaves her ebook, opens a web browser and runs a search. The ebook might be a great source of information on a single topic, but it fails as a research tool. Why?
By Chris Forbes
Posted Mar 26, 2012