Content Marketing

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gShift announced it has entered into a definitive agreement to acquire SiteCondor, an Austin, Texas-based technology startup that develops website auditing tools for digital agencies and content marketers. Terms of the deal were not disclosed.

Posted Sep 01, 2015

Time Inc. has put both feet into the branded content pool. It opened The Foundry, "a new content and creative collective that allows clients to tap into the powerful storytelling and immersive consumer experiences of the world's most iconic media brands" according to its site.

Posted Aug 31, 2015

ClearVoice, a content marketing platform and service solution, announced a "Creators Marketplace" and two content intelligence tools--"Influencer Search" and "Idea Lab"--as a part of an end-to-end content solution. ClearVoice says it bridges the gap between brands and content creators, fostering collaboration and enabling scalable content production. Companies can plan, recruit, create, distribute and measure all within a single platform.

Posted Aug 31, 2015

While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.

Posted Aug 20, 2015

From the standpoint of a professional journalist, there's enough content out there to drive you nuts. Quantity over quality everywhere you look. But from an executive's perspective, this obsession with writing has opened up an amazing opportunity. The jump from user-generated to professional content is not as far as it used to be-and with the right prompts and guidance, you can direct all that writing energy to create a culture of content within your brand.

Posted Aug 13, 2015

As content marketing has grown, so has the availability of content recommendation tools that help social media managers keep their feeds full. Recently, Buffer and Swayy, two popular content recommendation tools, announced that they will be closing down their content recommendations. Users of those tools need not fear, there are others that can help keep your Twitter feed overflowing with helpful content.

Posted Aug 12, 2015

If you were born between 1982 and 2000, congratulations, you are a millennial. There are 83 million of you in the U.S. alone, making up 26% of the population and spending about $600 billion a year, with this expected to grow to at least $1.4 trillion by 2020. A marketer's dream, right? Not so fast. Unfortunately, "narcissistic," "lazy," "indecisive," and "immature" have been some of the words used to describe millennials. Not exactly the easiest people to deal with and convince to buy your product.

Posted Aug 10, 2015

Communication is one of the most fundamental elements of any business plan or strategy. Knowing how to leverage the different communication platforms at your disposal is key to making real connections with your audience. Whether the medium is your business' website, a news release, or internal document, the key message is similar, but the purpose and language used will differ. Social media is no different, but like the other tools you are using it must connect back to your brand.

Posted Aug 07, 2015

Demand for original content has likely never been higher and continues to climb. That's good news for the agencies and freelancers who are positioned to provide quality content; their numbers are growing exponentially. But because creating that content can prove challenging. And despite the large and continually growing number of content providers in the market, separating the wheat from the chaff can also prove challenging. There are many options to consider.

Posted Aug 05, 2015

David Meerman Scott, a well-known marketing strategist, coined the term "newsjacking," which he describes as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business." The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it's a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they're curating and communicating fresh, engaging content?

Posted Jul 31, 2015

One panelist quoted a popular statistic that says 90 seconds is the sweet spot for videos aimed at Millennials. Not everyone was buying that, though. It's not that Millennials don't have an attention span-it's that they won't put up with your terrible content. If you don't capture their attention within 90 seconds, Millennials are going to bounce. Another panelist told an anecdote about the CEO of a large cable company saying something to the effect of, "I'm so sick of Millennials!"

Posted Jul 28, 2015

According to new research from BI Intelligence native ad spending will hit $7.9 billion in 2015. That may sound like a lot of money, but that spending is expected to almost triple by 2018, to $21 billion.

Posted Jul 23, 2015

B2B brands have been playing catch up with consumer brands in social media for a few years, but the industry is picking up pace and social media is now an integral part of B2B content marketing strategy. Meanwhile, social networks like Facebook, Twitter, and LinkedIn are constantly changing - whether they are adding new features, creating new ad products, or partnering with technology firms to augment their services. There are several B2B social media and content trends marketers should watch.

Posted Jul 09, 2015

Email marketing is still a staple of any digital marketer's repertoire, but the technology has become much more sophisticated-and so have your consumers. In this cluttered environment, understanding how to best target and connect with your audience as well as compel them to action is critical. For those in the know, email marketing is far from being a dying breed, despite the proliferation of other online and mobile options.

Posted Jul 06, 2015

Contently has announced its Contently Analytics platform, a new dashboard that provides one centralized intelligence center where you users can track, optimize, and report on their entire content marketing operations. Contently Analytics provides visualizations of three specific kinds of data: production, performance, and distribution.

Posted Jun 30, 2015

OWNZONES, an ad-free, subscription-based digital content aggregator, announced the launch of its partner program for nonprofit organizations. The program offers nonprofit organizations a complimentary channel on the OWNZONES platform to host text, audio, and video content of their choosing. All proceeds stemming from channel subscriptions will go back to the organization.

Posted Jun 30, 2015

If you work in the digital content business there are probably a few terms that are constantly coming up in your world. Among them are "content marketing" and "mobile." But what happens when those terms collide, and you have to start thinking about mobile content marketing? If you haven't already started pondering how to fit this into your content strategy, it's time to start.

Posted Jun 26, 2015

Generation Y is a demographic coveted by retailers and marketers for its purchasing power. Millennials, the generation born between 1980-2000, will spend more than $200 billion annually starting in 2017, and $10 trillion in their lifetimes. Animoto, an online video creation application that empowers anyone to create and share videos, announced new data from the 2015 Animoto Online and Social Video Marketing Study.

Posted Jun 25, 2015

Social event marketing platform Tagkast announced the launch of its new branded video feature which aims to help brands enhance the user experience and boost organic shares on social media. Like Tagkast's branded photo sharing strategy, all branded video content will be consumer-generated, candid, created on site, and integrated with Facebook.

Posted Jun 25, 2015

I have to admit that much of my early SEO success could be attributed to dumb luck. When I started writing for the web, Danny Sullivan had just started his Search Engine Watch website, Google didn't exist, and SEO hadn't even been given a name. It turned out the websites I created were optimized for search because the content was optimized for our readers. In the early years, this wasn't the result of a strategic plan on my part. It was just a result of editorial instinct--years of magazine editing, ad writing, and PR. Without knowing it, I was practicing content marketing in the broadest sense of the word.

Posted Jun 24, 2015

Turner Broadcasting announced the unveiling of Courageous, a branded content studio for marketers utilizing Turner's multi-screen news brands CNN and HLN. First teased at the Turner Upfront event, Courageous will play a key role in the company's overall commitment to producing industry-leading premium branded content. The studio's production capabilities will range from multimedia "super stories" to longer-form flagship series, along with distinct integration opportunities that capitalize on CNN's all-screen global power.

Posted Jun 18, 2015

Although traffic to Total Gym's mobile site is rising, the conversion rate from smartphones is significantly lower than from desktops and tablets. "As mobile is getting to be a bigger piece of traffic, it leads to the challenge of, ‘How do we get that traffic to be as productive as possible for us, and how do we convert more of that traffic to orders?'" says Joe Crowley, American Telecast Products' VP of marketing. Total Gym launched a live chat option in 2013, but months later, the company wondered if another resource would help increase engagement and, ultimately, conversion rates.

Posted Jun 15, 2015

Content marketing has been dubbed a must have for every marketer's playbook. In fact, B2B marketers are creating more content than ever before, according to the Content Marketing Institute. While marketers are persuaded they must have a content marketing strategy, which lays the groundwork for success, there are six reasons why content marketing may not be for everyone.

Posted Jun 11, 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.

Posted Jun 09, 2015

If you have ever doubted the importance of content marketing before, now is the time to put your mind at ease. The phrase "Content is King" is by no means a myth, and now it is more important than ever. However, if by content you're thinking, "I'll have to get more articles out". Stop right there, as contrary to what you may think, a block of text does not sit well with the average user. Many brands have yet to experiment with anything other than written content, but there are alternatives to this that can help companies increase the heat on their content marketing game and fan the flames of consumer engagement.

Posted May 29, 2015

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