Content Marketing

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To truly engage with your audiences, there's a need for both short-form and long-form content. Each has its own benefit. That being said, neither will serve your company (or the reader) if not planned and executed properly, or if it feels like it wastes the reader's time. A brand must earn and re-earn customer loyalty throughout the buying journey—staying relentlessly relevant at every turn. Below is a brief overview of when to use short-form vs long-form and considerations of why.

Posted Jun 21, 2018

Media planning and buying were once considered two separate functions. Then over time, planning, and buying began to more tightly collaborate as agencies saw the benefits of increased efficiency and enhanced performance stemming from merging planning and buying, including the optimization of campaigns mid-flight. Now some agencies are also merging creative with media to promote increased cost efficiency, faster time to market, and the ability for planning, buying and creative to work together in order to optimize messaging in real time.

Posted Jun 13, 2018

Customer communications management—or CCM—is a term that has been making its way into marketing and customer relations circles and conversations lately. But, is it something new, or just a repositioning of the same, classic approach to communication management that marketers have been using for years? Is this a term just used to apply to what is also known as digital marketing, or does it have an analog component as well?

Posted Jun 11, 2018

As Scott Cook, CEO of Intuit said, "A brand is no longer what we tell our customers it is--it is what consumers tell each other it is." Social media has disintermediated the way marketers and publishers communicate with their audiences. The role of the gatekeeper gave way to the community manager, relinquishing some control to the audience in exchange for dialogue and engagement. And as authority has moved further away from brands so has the ability to shape brand perception.

Posted Jun 08, 2018

You might be surprised to learn that there's no super-secret, newfangled technology that's enabling this miracle of cross-channel personalization. In fact, there's a somewhat unexpected, yet tried-and-true staple of audience engagement at the heart of this convergence: email.

Posted Jun 06, 2018

Facebook events, seminars, group meetings, and more can all take place online, but these event platforms are still fairly new. For that reason, marketing can be somewhat challenging for event organizers. Without excellent tactics and an understanding of your audience, you'll have a hard time getting people to attend.

Posted May 24, 2018

#paid—a provider in the influencer marketing space whose platform leverages AI to match marketers and content creators for integrated influencer marketing programs, content creation, and native amplification—announced it has raised $9 million USD in Series A financing led by ScaleUP Ventures.

Posted May 17, 2018

Global content creation and localization processes are undergoing constant evolution in the digital age. Established ways of doing things are challenged by the need to meet increasingly demanding speed, quantity, and quality requirements. Storytellers will also find themselves changing with the times.

Posted May 15, 2018

If you're a marketer, you've probably been fretting about the mysterious Gen Z. They're digitally savvy and immune to your attempts to advertise to them. They're less interested in what your brand can do for them than they are in what your brand is willing to do to make the world a better place. And according to new research from MNI Targeted Media, Gen Z will account for 40% of all consumers by 2020. So now what?

Posted May 09, 2018

LookBookHQ announced the launch of PathFactory, what it says is the first Content Insight and Activation Engine. This Engine helps B2B marketers connect audiences at all lifecycle stages with the information they need, wherever they engage.

Posted May 08, 2018

Contently, the content marketing solution of choice for the world's most valuable brands, announced ContentlyOne, an all-in-one content solution. ContentlyOne is designed to empower marketers with the tools and expertise needed to master content for the entire customer journey.

Posted Apr 30, 2018

Personal brands can belong to the owners or employees of a business, or to influencers in the industry—no matter the case, if they are leveraged effectively, they can be massive contributors to greater traffic and a greater reputation.

Posted Apr 26, 2018

It goes against all received wisdom to withdraw completely from social media channels, like Wetherspoon's, or to increase friction for digital consumers like NRK. It seems certain, however, that as social media face increased scrutiny, more brands and content owners will start to swim against the tide.

Posted Apr 24, 2018

A Harvard Business Review case study recently posed a provocative question: when should humans listen to algorithms vs. when should they trust their own experience and intuition? For this case study, the issue related to which of two employees to choose for a promotion. But, given the widespread applications for the use of big data and the power of predictive analytics, the question could be applied to any field or area of business practice—including content marketing.

Posted Apr 23, 2018

Yotpo, the AI-powered customer content marketing platform used by direct commerce brands announced that it has collaborated with Oracle Bronto.

Posted Apr 19, 2018

There used to be a clear separation between sales and marketing, but the new reality is that marketing is quickly becoming a source of growth and productivity. Traditionally, marketing is viewed as a cost center that builds awareness and shapes brand perceptions. But the line between sales and marketing has blurred considerably.

Posted Apr 19, 2018

Alexa.com, a source of competitor and audience insights, announced the launch of the Alexa Agency Plan. The new plan will assist agencies with attracting key audiences for their clients and accelerating their growth.

Posted Apr 12, 2018

Qordoba, a platform enabling product development teams to manage the words in their applications, announced a new capability for scoring emotional tone in product and marketing content.

Posted Apr 10, 2018

Facebook has made a number of changes recently to its news feed, driven by issues ranging from Russian intervention in the 2016 elections, the proliferation of "fake news," and consumers' increasing frustration with spam and click bait. In January, Facebook founder Mark Zuckerberg announced that Facebook users would be seeing more posts from friends and family and less from businesses and brands. The exception: business pages that generated discussion among users.

Posted Apr 09, 2018

Technology has evolved to use a different power of suggestion: intelligently analyzing our behavior, and suggesting next-best actions we might like to take. Just about all of us have found ourselves drawn into the vortex of Netflix recommendations, for instance. But what if these tools not only recommended movies and songs and books, but actively helped us become more effective at our jobs?

Posted Apr 04, 2018

Presenting EContent's annual Trendsetting Products list. Each year, we turn to our inboxes, our coverage, and our contributors to find out what products are helping content creators of all kinds stay on top of their game.

Posted Apr 02, 2018

I don't have to tell you how popular online video has become. Hopefully, you've already added it to your digital marketing strategy, because video can be the star of your content marketing plan, but only if you do it right. Here are six ways to make your videos work for you and take your marketing game to the next level!

Posted Apr 02, 2018

Everyone has bad habits, and they're extraordinarily hard to break once they've manifested. The same is true in the blogging world, where habits can be especially damaging. Here are five bad blogging habits to break today.

Posted Mar 29, 2018

Aprimo, a provider of global marketing operations and digital asset management (DAM) technology, announced new capabilities that help content marketers solve the planning and collaboration process challenges they're faced with.

Posted Mar 22, 2018

There's a power shift happening in the customer journey. This puts customers in the driver's seat—giving them power over which brands sink or swim. Getting to the truth has never mattered more—and customer experiences may be the solution.

Posted Mar 22, 2018

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