Content Marketing

It's that time of year in which every expert wants to provide advice on what next year's trends will be. Sometimes, focusing on trends that have yet to occur means companies forget the progress and success they've made over the last year. This lack of hindsight can cause problems going into the upcoming year, especially if overlooked flaws clash with future goals.

Posted Dec 22, 2016

It's high time for brands to think about video content strategy, to create compelling content for their audience and efficiency for their business. Easier said than done. Over 300 hours of video is uploaded to YouTube every minute. Globally, more than half of YouTube views come from mobile devices. Brands need a video content strategy, and here are five actionable steps to creating one.

Posted Dec 21, 2016

Why should you care about narratives? The term comes up constantly in politics and increasingly in marketing. It is, however, important to note the difference between narrative and story. A narrative is to a story what an episode is to a situation-comedy. A good narrative supports lots of stories.

Posted Dec 19, 2016

There are many different stages to the content marketing funnel, with a variety of tools and services specializing in each one. But while focus and expertise are always valuable, it is the connection and synergy between the different stages that creates marketing magic.

Posted Dec 16, 2016

Next to "What's your favorite CMS?" the question I am asked most often by clients is, "Who should be generating our content?" While the context and business scenarios vary, there are certainly proven practices that dictate how your organization will grow and sustain its content.

Posted Dec 13, 2016

Linqia, a performance-based influencer marketing platform, released the results of The State of Influencer Marketing 2017, a survey designed to understand how brands and agencies are using influencer marketing today and how they plan to incorporate it into their plans for 2017. As influencer marketing continues to evolve from an emerging channel to a strategic part of the media mix, marketers are demanding more accountability.

Posted Dec 06, 2016

Just do it. I'm lovin' it. Diamonds are forever. You know these words in part because they've been very carefully chosen to appeal to audiences. But as Paul Blamire, VP of client experience at Atomic Reach, told an audience at the Gilbane Digital Content Conference, it's about more than the words themselves—it's also about structure, what device people are reading on, and the emotions they evoke when this all works together. According to Blamire, machine learning (ML) and artificial intelligence (AI) can help marketers get the words and their structure right for more people on more devices.

Posted Nov 30, 2016

It's important that brands recognize who and where their target audience is and how likely they are to adopt their product or services. Let's review why, how, and where you should start.

Posted Nov 24, 2016

Despite the fact that about 50 million-plus people listen to a podcast each month, ZenithOptimedia projects ad spend at a mere $36.1 million. What is a publisher to do with such bad math? Try different inputs. The benefits of podcasting for both B2B and business-to-consumer (B2C) publishers likely outweigh immediate revenue.

Posted Nov 22, 2016

An analysis of nearly 350 content marketing campaigns based on data-driven visualizations by Fractl revealed even traditionally dull industries can leverage visual assets, and that more interesting verticals could add some creativity to their content to boost engagement. Here are the four primary data visualizations big brands and publishers alike have leveraged for engagement in niche verticals, and some takeaways for marketers trying to get into this growing trend.

Posted Nov 18, 2016

2016 has had its share of customer experience challenges—airline system outages, tainted burrito ingredients, and exploding balancing scooters. How can corporate chiefs allow an environment in which checks and balances don't catch these mistakes? Are the values that leaders hold misaligned with what matters to employees?

Posted Nov 17, 2016

There is no one way to establish a brand newsroom. Small and medium-sized companies can follow larger enterprise examples, but will likely see the most success if they tailor their own newsroom to accommodate their goals.

Posted Oct 31, 2016

Visitors are three times as likely to convert on your LinkedIn page as they are on your Facebook or Twitter pages. So building a strong presence on LinkedIn can be beneficial for your business. Fortunately, the apps that are available cover a multitude of functions, allowing you to organize and streamline your LinkedIn marketing efforts.

Posted Oct 28, 2016

A recent commissioned study conducted by Forrester Consulting on behalf of commercetools confirmed traceable business benefits of content commerce strategies. More than half (51%) of companies who have combined their content and commerce strategies say increased sales are a main driver. However, the study also exposes the technological and organizational challenges that need to be overcome to capitalize on content commerce in the long term.

Posted Oct 27, 2016

Social media gives content a voice. It is one of the most effective tools for businesses to attract new customers, build loyalty, and increase conversions. Being social offers brands in any industry the opportunity to engage and interact with audiences. Here are six ideas you should consider when pairing content marketing with your social media strategies.

Posted Oct 27, 2016

Searchmetrics expanded its pilot program for its agile content development platform. The Searchmetrics Content Experience is pathfinding software that lets users create content optimized to stand atop search page rankings.

Posted Oct 25, 2016

Gilbane 2016 presenter Bruno Herrmann gave us a preview of the many lessons he will be sharing in his workshop on content globalization. You can now sign-in to see the webinar on-demand.

Posted Oct 10, 2016

Marketers, intranet managers, publishers, and the IT professionals that support them not only need to understand the specific product technologies that support core domain functions, they also need a working knowledge of the technologies they interact, integrate, and overlap with.

Posted Oct 07, 2016

Contently, a content marketing technology solution, launched Contently Live, a customizable content hub developed specifically for marketers. Contently Live was designed to drive the business results—like lead generation, audience attention, and revenue—that marketers are responsible for, without the hassle of having to build or maintain code on a website or microsite.

Posted Oct 06, 2016

Edition Digital, the company behind the Smart Digital Publishing System, a SaaS publishing platform, introduced its new solution - a content hub. The cloud-based content distribution service enables you to create, edit, and manage a collection of third party feeds as well as your own articles and digital editions.

Posted Oct 06, 2016

Therefore, from a content strategy point of view, "What's our purpose?" is the most pragmatic question you can ask yourself and your team from the outset of a content marketing initiative. We call this "Purpose-focused Content Marketing."

Posted Oct 06, 2016

EContent's editor and author of Inside Content Marketing, Theresa Cramer, stopped by the Mobile Presence podcast to talk to Mobile Groove's Peggy Anne Salz, and Shahab Zargari, about the content marketing revolution, how mobile figures in, and why your team is so important. Listen here.

Posted Sep 30, 2016

Heading into the final quarter of 2016, marketing executives are feeling pressure from many sides of their organizations to produce great content, according to "Conquer Your Content: The Future of Content Marketing," a new study by Seismic and Gatepoint Research. In a survey of 100 B2B marketing executives primarily from Fortune 1000 companies, corporate demands for updated content, cross-department branding initiatives, and keeping up with one-off content requests from sales teams are listed among the most time-consuming and demanding issues.

Posted Sep 29, 2016

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