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It's no secret that one of today's top marketing directives is to deliver engaging content experiences across multiple digital channels. Content marketing is increasingly seen as an effective way to turn prospects into customers. To do this successfully, you must have an intimate understanding of your customer. They need to be a part of your DNA. You'll want to identify, fingerprint, and guide the journey to know each of your customers.
Posted May 26, 2016
Banner ads are outdated. Content marketing is king. Ad blockers are the wave of the future. Digital marketing is dead. You've probably heard all of this before and are not really sure what to make of it. To paraphrase Mark Twain, the reports of the death of digital marketing have been greatly exaggerated.
Posted May 24, 2016
Gasp. Your new columnist comes out of the gate writing as frisky as all get-out. Bear with me. We'll keep our hands to ourselves. I simply want us all to commune on the idea behind The Touch Factor. When we write copy or create content of any kind with the intention of getting people to act, we're only going to succeed when we make them feel something.
Posted May 17, 2016
Rapt Media released a report questioning whether personalization in content creation is being approached in the right way. The Future of Content: Personalizing the Content Experience, suggests that marketers are relying too much on distribution technology and "push" marketing rather than leveraging emerging content creation technologies that could help them customize content at the point of creation.
Posted May 13, 2016
We've been hearing a lot of new titles in and around the digital content space during the past few years: chief content officer, chief digital officer, and so on. We often hear these names associated with upstart brands, but in 2015, Andy Goldberg was named GE's first chief creative officer. "This position was created as the landscape of marketing continues to evolve," says Goldberg. "We, as a company, need to stay ahead and have new perspectives on how to lead our brand." So after serving as the creative director for GE-easily one of the most well-known brands in the country, if not the world-Goldberg made the leap to the C-level suite.
Posted May 11, 2016
Publishers are making the investment in native ads and sponsored content because the engagement metrics show a favorable reader experience. While the signs point to native ads being here to stay, publishers still have a lot of room to improve and optimize the native ad experience before it has long-lasting appeal. One opportunity that publishers can take to enhance their native ad program is by delivering a custom site search experience that helps advertisers reach their target audience while also showing fast and relevant results to readers. Here are three ways to successfully incorporate native ads into your reader's search experience.
Posted Apr 29, 2016
The relevance of content marketing continues to rise. Brands that wish to succeed in this area have dramatically increased their investment in creating high-quality content and promoting it effectively. But some have found themselves unable to make the connection between customers and company, which creates a gap. Although their objective is to "get found," companies often find there's an unexpected contrast between the reasons why they "do" content marketing and the actual results of reaching customers.
Posted Apr 28, 2016
In today's shifting consumer landscape, emerging technologies and mobile and web applications are rapidly changing the way brands reach their customers. The industry has evolved from a pre-internet world of attracting customers with aesthetically pleasing, well-organized storefronts in the right location, to a whole new strategy. Consumers are now available every second they are looking at a screen. The new, "always-on" user has forced brands to refocus their strategies to cater to the new digital experience age.
Posted Apr 27, 2016
Skyword Inc., a content marketing technology and services company, announced the launch of Skyword Digital Asset Manager, which allows marketers to find and efficiently manage all of their digital assets globally. The company says the focus on digital asset management is driven by Skyword's clients, many of whom lead marketing organizations at large companies and stand in the middle of siloed product divisions and regional offices.
Posted Apr 19, 2016
Do you have an ad blocker installed on your web browser? According to the 2015 report, "The Cost of Ad Blocking," from Adobe and PageFair, there are "198 million active adblock users around the world." In the U.S., ad blocking grew by 48% last year. At this point, though, only 16% of ad block traffic is mobile. That may sound as if it's good news, but it could also mean that there is a lot of room for mobile ad blocking growth.
Posted Apr 19, 2016
The right tools are an integral part of getting any job done. In the world of digital content tools are plentiful, so finding the right one for you can be tricky. That's why we ask the experts what tools they use to get their jobs done. In this month's installment, we talk to Melissa Johnson, content editor at SaleHoo.
Posted Apr 15, 2016
According to PQ Media, content marketing is expected to be a $300 billion industry by 2019. Meanwhile, the Content Marketing Institute's 2016 benchmark study shows that more than half of both B2B and B2C marketers aren't clear on what a successful content program looks like within their organization, even though 76% plan to create more content this year than last. Contently, a content marketing technology solution, released "Content Methodology: A Best Practices Report," together with industry analyst Rebecca Lieb, that examines why leading organizations are adopting a content methodology--a process to continuously improve the effectiveness of a company's content across the enterprise.
Posted Apr 12, 2016
SaleHoo is an online wholesale directory and community for online traders, eBay sellers, and traditional retailers that is owned by Doubledot Media. In her role as SaleHoo content editor, Melissa Johnson says, "The goal is to educate our customers and help them build a thriving business for themselves. You can't do that without high-quality content."
Posted Apr 08, 2016
They say content is king, but measuring the value of that content to your organization's bottom line can be problematic. Sure, it's easy to add up views, shares, and Likes, but deciphering how those numbers translate to dollars is far from simple. And yet, this valuation process-calculating the impact of your content and its ROI as well as linking content marketing efforts to business results-is crucial, say the experts, especially if you want to convert more users into paid customers.
Posted Apr 04, 2016
If you're a fan of Serial, Making a Murderer, The Staircase, or any other media that delves into old cases to shed new light, you may want to check out the newest branded content offering from The Guardian. "How to Solve a Murder" looks into the case of Kari Lenander, who was murdered in 1980, via the lens of the LAPD detective who has been working the case nearly 15 years. The main difference between "How to Solve a Murder" and its fellow true crime sensations, is that it is branded content.
Posted Mar 31, 2016
Janome wanted to overhaul its website--not just to make it easier to use, but also to make it more appealing to a younger generation of sewers inspired by creations they see on such sites as Pinterest and Etsy.
Posted Mar 28, 2016
You can now enter to win an advance copy of Inside Content Marketing the new book from EContent editor, Theresa Cramer. The book is available for preorder, but you can enter to win a copy now.
Posted Mar 24, 2016
Is great customer service really worth the effort? It might seem like a no-brainer, but many businesses struggle with this question. The answer is yes: loyal customers are satisfied customers. Therefore, succeeding in today's business world requires an intimate understanding of your customers in an effort to build loyalty.
Posted Mar 24, 2016
ScribbleLive, a provider of content marketing tools, announced the rollout of ScribbleLive Plan. ScribbleLive Plan guides and supports marketing teams from strategy to execution. According to the company, the product ensures that every piece of content, whether it's a single tweet or webinar series, is aligned to the same goals, focused on the right personas, and working as efficiently as possible to move the needle.
Posted Mar 22, 2016
There are now few places within the customer journey that can't be bolstered by content, finds "Content Marketing's Evolution: The Age of Hyper-Personalization and Automation" released from Seismic, an end-to-end sales enablement solution, and Demand Metric. According to the more than 180 B2B enterprise stakeholders surveyed, lead generation (70% of respondents) is the most cited objective for B2B content marketing initiatives, and sales team support and enablement (64%) is the second-most cited objective, surpassing both thought leadership efforts (58%) and web traffic generation (56%), among other objectives. Eighty percent of respondents also indicate that these objectives are better met when content is personalized.
Posted Mar 22, 2016
I am the first to admit that, in the digital age, it is easy to play fast and loose with attribution. We are all guilty of it sometimes. For instance, when most of your writing is for the web, you get so used to linking to an article-rather than meticulously naming it and its author-that when you are writing for print, you might forget how to let your readers know exactly where a quote or statistic came from without the help of a hyperlink. This isn't a scholarly journal--no one wants to read footnotes, least of all me--but it's still important to give credit where credit it is due. It's one of those gray areas in which some people expect precise attribution for every fact and figure, and the rest of us are happy with a good faith effort that says, "This came from somewhere else." But lately, I've seen some plagiaristic antics that make my head spin--all in the name of content curation.
Posted Mar 10, 2016
The majority of enterprise-level companies have a content strategy. However, almost half aren't using buyer personas to generate demand, and about 50% don't design content to target buyers' pain points, a recent survey of B2B marketers found. "2015 Enterprise B2B Demand Generation Research Study," conducted by the demand-generation firm, ANNUITAS, focuses on companies in the B2B space with more than 2,000 employees and at least $250 million in revenue.
Posted Mar 07, 2016
There is no shortage of content marketing experts these days, and there's no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context--not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about. Here, through a fictional example of a company that's interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways.
Posted Mar 02, 2016