Content Marketing

Developers who want to enable physical objects to communicate with smart phones and other personal gadgets can now order Blesh PW Beacons and the Blesh PW App and participate in the public project called "The Physical Web", an initiative that plans to let people walk up to smart objects and with a single tap interact with them on demand.

Posted Dec 18, 2014

I've been thinking a lot about attention span lately. Since the advent of Twitter, we've been told that our audience is no longer capable of maintaining interest in what we have to say if it's more than 140 characters long. Then Vine appeared on the scene with 6-second videos, and panic nearly ensued. Meanwhile, though, millions of Americans sat down on their couches to binge watch entire seasons of Orange Is the New Black. Clearly, the public at large is perfectly capable of paying attention when it wants to. So what are we to conclude from this information? The problem isn't your audience's attention span--it's your content.

Posted Dec 17, 2014

As the line between editorial and advertorial continues to blur, so does the public's confidence in content from publications versus brands, as evidenced by new industry research that explores this topic-with some unexpected results. A new study by Vibrant shows that only two% more of consumers trust content from publications (35%) than from brands (33%); and yet, there are more consumers who distrust content from publications (18%) than there are who distrust content from brands (15.5%). Additionally, the number of consumers that distrust content from media titles they know (12%) is double the number who distrust content from brands that they know (6%).

Posted Dec 17, 2014

Addvocate and Trapit, two providers of content discovery and curation, social selling, and advocacy services for marketers, announced the signing of a definitive agreement to merge. The new San Francisco-based company will change the way organizations discover, publish, share, and amplify content across websites, blogs, social networks, newsletters, and other destinations.

Posted Dec 11, 2014

With Americans now spending more time on mobile devices than on desktops or laptops, brands need a marketing strategy that embraces mobile. And yet, many brands are struggling to find a coherent mobile strategy. One mobile media company says that brands that don't "get mobile" must overhaul their marketing strategy in 2015 or risk becoming as obsolete as a flip phone. Companies can no longer create a responsive website and claim that they have a mobile strategy.

Posted Dec 10, 2014

Smartling announced the results of a new survey that polled 160 U.S.-based, senior-level content marketers working for emerging brands to determine how they are marketing to multilingual audiences around the world. Nearly 63% of respondents acknowledge that between six and 50% of their customer base is located outside the U.S. Yet, survey data shows that translation budgets are nonexistent, forcing marketers to reach multilingual audiences using only English-language content.

Posted Dec 09, 2014

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.

Posted Dec 09, 2014

IF YOU'RE A SENIOR MARKETER, YOU'RE PROBABLY TIRED OF HEARING about anything related to content strategy—multichannel, omnichannel, or otherwise. Chances are good that you may have even been asked about this by a C-level manager—it's become pervasive. As with other digital marketing tactics that have roared onto the scene during the past decade, the content marketing ecosystem has mushroomed in only a couple of years, and the result is more confusion than clarification, with hundreds of vendors vying for your business. And yet, while multichannel content marketing may be the theme du jour rife with players, a few do's and don'ts will help ensure your marketing organization is getting the job done.

Posted Dec 08, 2014

These words--"It's quite simple. We are using Bayesian probability theory to solve oncology disease states using genetic immunotherapy."--began a recent presentation for a biotech startup. I was instantly confused. Flunking Algebra I and Algebra II had not prepared me for the potent blend of math and science that followed. I'm not a mathematician or scientist, but I do consider myself well-read and intelligent enough to grasp new concepts in a short amount of time. But the combination of new information and unfamiliar descriptions were flying over my head at a steady clip.

Posted Dec 02, 2014

This online content thing is not as hard as everyone thinks. Don't get me wrong...it can, at times, be tough. Tough to get traffic. But I recently learned a universal law from my last post: the more you give, the more you get. In that last column, "8 Things I Learned from Analyzing My Tweets", I learned this incredibly valuable lesson. By simply relaying to the audience what I learned from a basic Twitter analysis (which provided tactical value and actionable content), I was rewarded with over 900 shares. More plainly put, I took the modest information from my head and shared it with an audience hungry for tips and tricks.

Posted Nov 25, 2014

I get a lot of emails from public relations professionals hoping to get my attention. More often than not, I cannot use the pitches I receive. And, increasingly, I am baffled by the emails I get. It's clear that many of these people either have no idea who I am and what EContent covers, or they're just "spraying and praying." Either way, there is pretty much no excuse for this. The truth is, though, that this is the way many content professionals are still doing their jobs. Despite all the analytics capabilities available to us, we're still just going with our gut, relying on the pitches that come into our inboxes, and generally winging it.

Posted Nov 25, 2014

Native advertising is having its big moment. When done right, it has tremendous pull with consumers. According to Nielsen, native ads produce as much as an 82% in brand lift. An infographic from MDG Advertising says 70% of individuals reported that they would prefer "to learn about products through content rather than through traditional advertising."

Posted Nov 21, 2014

According to a new survey from Brainshark, Inc. nearly half of training professionals (48%) say their organization's sales training content isn't engaging enough to work, while 25% say the materials created don't match sales teams' needs. Perhaps it's no wonder that only 32% describe their organization's current sales training programs as "effective."

Posted Nov 18, 2014

Whether you make widgets or wine, sell consulting services or software, deep down inside of you, there's an author waiting to come out. Regardless of your writing skills or lack thereof, you and the business you represent have a story to tell-not a fairy­tale, thriller, romance, or science fiction adventure, but a nonfiction narrative that shares your unique knowledge and expertise with others who are hungry for it.

Posted Nov 17, 2014

In a new study from the Chief Marketing Officer (CMO) Council, conducted in partnership with SAS, 61% of marketers surveyed reveal they have deployed some form of mobile engagement. Furthermore, 54% of respondents say the mobile channel has become critical to customer interaction, retention, and brand differentiation.

Posted Nov 11, 2014

Thousands of years have done very little to change the design of the ax. A list of commoditized tools would have the ax right at the top. But, somehow, a small company in New York has managed a rebirth of this simple hand tool. And the difference has had everything to do with the storytelling and lifestyle. You can buy a $40 ax at your local home improvement store or you can pay $350 for the Lincoln from Best Made Co. Both axes will chop firewood, but that's where the similarities end. The Lincoln is backed by stories about quality, made in the U.S.A., and a campfire surrounded by friends sipping whiskey and swapping tales. With a simple approach of honest storytelling, an ax has been transformed. A commodity has become something unique.

Posted Nov 04, 2014

Quality is paramount to the success of content marketing; as opposed to older and more traditional forms of marketing, successful content marketing is entirely dependent on good ideas, true originality, and most importantly, giving something of value to your audience. Fantastic content grows organically, gaining exposure and momentum through coverage on blogs, websites, and social media platforms, meaning that companies don't have to spend thousands of dollars to reach huge numbers of potential customers.

Posted Oct 31, 2014

Jay Izso, a psychological business consultant known as the Internet Doctor, has a new book on the way called Got Social Mediology? Using Psychology to Master Social Media Without Spending a Dime. Izso says that rather than engaging in paid-for, broadcast-style advertising, companies must understand the importance of understanding the psychology of the user, respecting the cultural nuances of each social media platform, and focusing on creating authentic relationships. EContent interviewed Izso about his approach to social media marketing.

Posted Oct 24, 2014

I recently took a look at my Twitter analytics to understand what's working and what's not. I don't do this as much as I should.It turned out to be an extremely helpful exercise, and I learned a few things. Now I am sharing what I learned with you in the eight findings below.

Posted Oct 23, 2014

Content marketers are tasked with delivering clear, concise, and relevant content to the right prospect at the right time--content designed to convert prospects into customers. And, for the most part, marketers have absolutely no idea how to do this.

Posted Oct 21, 2014

Brainshark, Inc., delivering content-driven sales enablement solutions, announced the launch of the Brainshark Sales Accelerator. This sales enablement platform provides centrally accessible solutions for sales onboarding and continuous training, prospecting, coaching, and engagement. The platform also helps managers better understand what their best reps are doing, so managers can coach more effectively and know how prepared their teams are to sell.

Posted Oct 14, 2014

The word "tribe" has become all the rage in marketing circles. Let's first start with the technical definition according to Google Dictionary: A social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties, with a common culture and dialect, typically having a recognized leader.

Posted Oct 14, 2014

American Express, which operates the OPENForum.com website, has informed the National Advertising Division that it has modified its native advertising practices to assure that consumers who click on OPENForum images-plus-text "ad units" are aware that the content is sponsored by American Express.

Posted Oct 02, 2014

Marketers don't have to actually use a pen and paper just as long as they document their content marketing strategy in some form, they'll be more successful, says the new B2B content marketing research published by Content Marketing Institute (CMI) and MarketingProfs.

Posted Oct 02, 2014

There is large chasm between the people we know, like, and trust in this world versus everyone else. This is the same with brands. Let's look at a couple examples to expound upon these important human emotions, ones that drive not only our affection for each other, but for the people and brands we follow. Take our families for instance. Our families are people we trust. If I wander out into traffic, my brother will jump in front of the car to save me. I trust that. We know them, and their darkest secrets. Their hopes and dreams. And in most cases, we like them. We enjoy their humor, their hugs, and their smiles. Brands fight for this same sort of neurological real estate.

Posted Sep 25, 2014

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