Content Marketing Evolution

Content marketing seems simple on the surface; write content that people want to read, and they'll be more likely to visit your site. But what, exactly makes content worth reading? What makes a person interested or motivated enough to click on a link to read an article? To help us understand how the gears of the modern reader's mind turn, we can look to a handful of basic psychological principles.
- Posted Nov 17, 2017
The content competition out there is heating up. If you want to be successful, you need to find a way to stand out from all the noise. Your best bet is to funnel your resources toward creating higher quality content, but how can you tell that your content is "high quality" in the first place?It's a difficult question, but not unanswerable.
- Posted Oct 19, 2017
Narratives are essential for your content strategy to succeed, and they come in a variety of forms. Basically, the term "narrative" refers to any kind of story, preferably with a beginning, middle, and end, and with a central character as part of that story. That character doesn't need to be a fictional protagonist, or even a person—in fact, it could be a piece of equipment—but it does need to have a kind of starring role in the story you weave.
- Posted Aug 17, 2017
Content marketing is currently one of the most popular marketing strategies in the world, with 88% of B2B companies using content to secure new leads. Most businesses allocate a portion of their marketing budget to content marketing as a differentiated channel, but soon, we might stop thinking of content marketing as an individual channel, and start thinking of it as the new form of standard, standalone "marketing."
- Posted Jul 20, 2017
2016 has had its share of customer experience challenges—airline system outages, tainted burrito ingredients, and exploding balancing scooters. How can corporate chiefs allow an environment in which checks and balances don't catch these mistakes? Are the values that leaders hold misaligned with what matters to employees?
Content marketing has solidified itself as a practice that strategically builds valuable relationships with audiences. Successful marketers have gone beyond the notion of "content" as marketing in and of itself, and they understand that it's now a strategic function of business-one that should be planned, created, and managed as carefully as any other product or service.
- Posted Jun 14, 2016
Avid travelers have a unique lifestyle. They're curious. They're adventurous. And most of all, they value the experience of travel. Marriott rents hotel rooms. Or does it?
- December 2015 Issue, Posted Dec 08, 2015
I spend a lot of time talking to companies about their content strategy. I'm happy to see that more and more companies are putting an emphasis on creating a road map for their content efforts, rather than putting something together and seeing what, if anything, sticks. Even with a greater awareness, marketers struggle to know what a great strategy looks like. Here are the seven steps I walk them through.
- November 2015 Issue, Posted Nov 10, 2015
A reporter was interviewing me a couple of weeks ago, and he asked if he could "push back" a little on a word that I used. It was a word that, in his mind, was one that we marketers tend to throw around a lot. He said, "Tell me-what is strategy?" The good news is that I didn't have to come up with a great definition all on my own. Michael E. Porter, a professor at Harvard Business School, has a great answer.
- June 2015 Issue, Posted Jun 09, 2015
It's the time of year we make lists about the past and proclamations about the future. We assemble important influencers into celebrated collections (usually round numbers) to provide the context about where we are, and then predict where we will be.
- December 2014 Issue, Posted Dec 09, 2014
In 1999, the world-renowned marketing professor Philip Kotler published Kotler on Marketing. In it, he discussed the 1990s as a time of tumultuous change. But he knew that this was merely the beginning. Kotler concluded the book with an entire section, called Transformational Marketing, in which he discussed how the field would change with the "new age of electronic marketing." In the coming decade, Kotler wrote, "marketing [departments] will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value."
- November 2014 Issue, Posted Nov 11, 2014
As content marketing becomes an increasingly important means of propelling our businesses forward, I find that many marketers are still struggling with operational issues. In almost every meeting I attend, I've come to find that a few antiquated ideas are still ringing true.
- June 2014 Issue, Posted Jun 03, 2014