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Content marketing is big business and predicted to get even bigger in the months and years ahead. While "content farms" drove content development for some time, consumers are becoming more discerning and more demanding about the information they consume. Readers have become attuned to and weary of content that amounts to "dreck," says Rachel Parker, founder and CEO of Resonance Content Marketing in Houston. "It's not that audiences are becoming more demanding," she says; "it's that they're on to the practice of buying dreck from content farms, slapping it into a blog post and expecting your audience to thank you for it."
Posted Jan 29, 2014
According to Curata, Inc.'s fourth annual benchmarks study, 2014 Content Marketing Tactics Planner: Creation, Curation and Syndication, 71% of marketers are increasing their content marketing investment in 2014, and 39% are increasing spend on curation.
Posted Jan 28, 2014
Chipotle Mexican Grill is pulling out all the stops, blurring the lines between entertinament content and advertising in new ways with a show on Hulu called Farmed and Dangerous. It's a satirical show that takes a look at agri-business and factory farming, which brings attention to Chipotle's commitment to sustainable, humane farming practices while--hopefully--entertaining you.
Posted Jan 27, 2014
Everyone has to have a mobile strategy, right? Any company worth its salt knows that to reach its customers it has to have a mobile presence, and as a result there is, in fact, an app for almost everything. Many of those apps will barely ever get taken off of the app store shelf, but the ingenuity, creativity, and downright boldness of some app creators is nothing to be scoffed at. And no matter what content you're selling, you can stand to learn a lesson or two from some of these apps.
Posted Jan 13, 2014
The Average Joe may have already forgotten the "Great Gmail Tabs Panic of 2013," but if you're a digital marketer the lingering effects are still impacting the way you get your job done-or don't get the job done, in this case. The introduction of the tabbed email inbox threw the marketing world into a tizzy, but Silverpop-an email and marketing automation company--decided to dig deeper. In its report, "Gmail Tabs: Impact on Email Marketing and Strategies to Respond" looks at how people are actually interacting with the tabs and how marketers can work around this new obstacle.
Posted Jan 08, 2014
How often have you heard, "We're not in charge of that" or "We don't own that content" from people within your organization? In today's ever-changing global marketplace, digital strategy teams across the globe struggle to manage projects using the right resources and talent. Too often, they are stuck in silos and cannot effect any change, while others without important first-line knowledge about what customers really want are making important strategic decisions.
Posted Dec 27, 2013
Check out our most recent EContent Live Hangout, with Jose Castillo, Drew Bedard, and Tom Mullen. The guys talked about Facebook video ads, privacy, and what the emerging role of the "marketing technologist" means to companies.
Posted Dec 20, 2013
While no one may be waiting for the business version of West Side Story with the Sharks played by the marketing department and IT as the Jets, it's definitely no secret that these two groups are often at odds. Artists and engineers are at opposite ends of the spectrum. These business divisions will never see eye-to-eye. But are they really that different? At this year's Gilbane Conference in Boston, Massachusetts one of the prominent ideas raised was the concept of a marketing technologist. This hybrid individual is on the rise in organizations big and small. But is your company ready for someone to bridge the digital divide? And are companies really ready for this shift in business? Basically, do we need a marketing technologist?
Posted Dec 19, 2013
In the most recent Content Marketing Institute/MarketingProfs study, "B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends-North America," 93% of B2B marketers are using content marketing in some way, shape, or form. A staggering 73% of those marketers are creating more content than the previous 12-month period. But let's be honest ... many of these companies aren't really doing content marketing.
Posted Dec 11, 2013
Email marketing is on everyone's mind these days. But when it comes to open rates, it isn't so much of a content discussion as it is a context discussion. From corporate marketers to internet gurus, the term "email marketing" appears in articles and podcasts about as often as the term "content marketing."
Posted Nov 26, 2013
Did you miss our latest EContent Live Hangout on Google+? You can still watch it here! Join Jose Castillo, Kipp Bodnar, and David Hobbs to discuss The Financial Times' gift articles; great content marketing from Microsfot and Coca-Cola; and our panelists' upcoming appearances at the Gilbane Conference.
Posted Nov 22, 2013
I recently spent an afternoon going down a podcast rabbit hole. It started with the DoubleX podcast from Slate, which led me to an episode of Dan Savage's Savage Love podcast, which pointed me to--of all things--the OkCupid blog. I was more surprised than anybody when I discovered we could all learn something from OkCupid about analytics and all the very scary things websites know about us.
Posted Nov 19, 2013
OneSpot, a content advertising company that combines content marketing with online advertising, announced it has completed a $5.3 million Series A round of financing. Mohr Davidow Ventures led the investment round with participation from existing and new investors Mack Capital, RSL Ventures, Capital Factory, and Bazaarvoice co-founder Brett Hurt. The investment brings OneSpot's total funding to $6.8 million and will help the company aggressively expand its sales and marketing efforts, as well as broaden and accelerate product development.
Posted Nov 14, 2013
Group SJR's "Unfiltered" report took an in-depth look at a variety of digital media platforms and how consumers respond. The SJR Insights team asked 903 individuals of all ages about their current digital behaviors and gleaned results from their responses. Probably the most relevant results in the report are regarding how Millennials respond to news media through social media channels.
Posted Nov 11, 2013
The Hummingbird is known not only for its hum-like chirp but also for its love of sweet nectar. But thanks to Google, it may also now be known in the digital world for its love of high-quality content. Earlier this month, Google unfurled the biggest change to its search engine since the company launched 15 years ago.The Hummingbird update brings about major changes to the way Google ranks search results. Hummingbird makes it more important than ever before for brands to hone their content marketing to draw users (and the Hummingbird) into deeper brand engagement.
Posted Oct 25, 2013
Supply and demand is a theory explaining the interaction between the supply of a resource and the demand for that resource, and it applies here. The law describes the interaction between and effect of the availability of a particular product and the desire for that product. Plainly put, when opportunity hits (and it so rarely does), the business owner, marketer or quarterback must be there to meet it with a content piece or an accurate pass to capitalize on it. If not, it is an opportunity lost.
Posted Oct 24, 2013
Content marketing is becoming an increasingly important part of the marketing strategy for companies across a wide variety of industries. Establishing yourself as a source of authoritative content is more important than ever on the web, but each industry has its own challenges, concerns, and potential benefits when it comes to content marketing. Jessica Davis of Godot Media has addressed these issues in an ongoing series of posts on econtentmag.com. In this article, we have highlighted some of Davis' best advice for four of the most prominent industries in content marketing, but no matter your industry, many of these tips will help make you a better marketer.
Posted Oct 18, 2013
Content is a conversation. Social media gives us the opportunity to share in that conversation. Facebook, Twitter, Pinterest, and other similar channels are so popular because they give us a chance to talk. Did you ever think you'd spend hours reading and commenting about your friend's cousin's trip to Mexico? When you do, doesn't it make you feel connected? Being part of a community is fun, energizing, and comforting. It also creates what we need most in marketing-trust.
Posted Oct 15, 2013
Remember the days when the white paper was the go-to (if not only) content marketing tool? Those days are such a distant memory that the term "content marketing" didn't even exist during the white paper's heyday in the 1990s. In its place have emerged a whole array of content channels-blogs, magazines, videos, social networking campaigns, and so on-and a new collective term for them, that delivers dynamic and engaging branded information, the ultimate intention of which is to drive sales.
Posted Oct 14, 2013
From on-boarding through the closing of your deals, content is an integral part of your sales and business strategy. Explore the sales enablement content path with this infographic.
Posted Oct 09, 2013
Your company has a blog that publishes several posts a week? Excellent. You have hundreds of people signed up for RSS subscriptions and frequent comments? Superb. You've got this content marketing thing down? Well, not quite."A lot of times the blog is sort of synonymous with content marketing," says Brendan Cournoyer, content marketing manager for Brainshark. "This rings true with companies that don't have an understanding of it. Even the blog itself is just a tool. The concept behind content marketing is really answering questions and communicating with potential and current customers."
Posted Oct 07, 2013
Consumers today seek information at their fingertips from a wide variety of sources including online search and social media. To tap into this thirst for information and connect with their customers and prospects in a meaningful way, modern marketers are going beyond traditional sales and advertising channels by stepping up their content marketing strategies.
Posted Oct 02, 2013
Join Jose Castillo, Robert Rose, and Michelle Manafy to discuss native advertising, how newspapers are like horses, and the value of online reviews.
Posted Sep 30, 2013
Content marketing, analytics, creative strategy. Complicated, right? The process maybe, but the end goal needs to be simple. Start with the end in mind. What is your goal? What is the desired outcome? Start there and work backwards.
Posted Sep 26, 2013
As content providers, it's critical to find a balance between making your presence known on a myriad of channels and spamming already drowning consumers to the point of annoyance (and possible brand detriment). It's also vital that the quality of the content produced doesn't suffer in the race to make it seen.
Posted Sep 20, 2013