Content Marketing

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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

The Federal Trade Commission says it will host a workshop on December 4, 2013 in Washington, DC to examine the practice of blending advertisements with news, entertainment, and other content in digital media, referred to as "native advertising" or "sponsored content." This type of advertising has grown increasingly common as publishers look for ways to get the attention of consumers who simply look past banner ads.

Posted Sep 17, 2013

Back in May, Social Media Today compiled case studies from several reputable sources regarding the correlation between blogging and sales for businesses. Unanimously, studies show that maintaining an active blog can provide an increase in traffic of up to 210% to a website. Clearly, blogging still remains one of the most commonly produced and read forms of content marketing (in fact, many experts find that blogging is the first thing someone thinks of when mentioning content marketing). And, just like any other form of marketing, the blogosphere is evolving.

Posted Sep 11, 2013

InboundWriter, which specializes in content performance improvement, announced the latest release of its software platform. This new release makes it possible for enterprises and publishers developing rich, text-oriented online content to measurably improve content quality, and consistently predict how content will perform prior to investing significant time and resources into writing, publishing, and promotion.

Posted Sep 10, 2013

The marketing landscape has changed dramatically over the last five years, due largely to a change in the way consumers demand to interact with brands. Long gone are the days when serving up an ad was enough to ignite a spark of interest in a consumer. Today's customers don't want to be bombarded with advertising. Instead, they want to interact with brands in a way that's meaningful and makes them feel connected and part of a community. In other words, this isn't your grandmother's marketing.

Posted Aug 30, 2013

Digital Media has forever changed the way we manage and measure PR and marketing campaigns. I live and breathe social media and advocate leveraging easy to use platforms to engage, publish, and provide access between organizations and their key stakeholders, but at some point we need stop and think about the effectiveness of the content we push out. How does one know if their campaign is truly enhancing interactions or reaching key stakeholders? The key is to measure.

Posted Aug 28, 2013

A few years ago, I read a good book called It's Not the Big That Eat the Small...It's the Fast That Eat the Slow: How to Use Speed as a Competitive Tool by Jason Jennings. He and his co-authors give us 26 strategies and tactics for how companies big and small use speed as a winning tactic. If you examine these business strategies, they no doubt hold merit. But in this day of incredibly high consumer expectations, I argue it's not the fast eating the slow, it's the slow that eat the fast.

Posted Aug 27, 2013

Don't get me wrong: Content marketing can be extremely complex. But in my opinion, there should be no doubt that marketers themselves are to blame for most of the problems they encounter.Here are five issues that I've noticed have been bubbling to the top recently - and a few solutions that can keep them from hindering your ability to create epic content.

Posted Aug 22, 2013

OneSpot, a content advertising company that marries content marketing with the power, data intelligence, and infrastructure of online advertising, announced it is adding a Content Sequencing Engine as part of the OneSpot platform. The Content Sequencing Engine gives OneSpot customers the ability to use large portfolios of content to enable multi-stage brand storytelling.

Posted Aug 08, 2013

Top colleges and universities are always competing for the best students and faculty. It is true that the education sector is (mostly) not a profit seeking one, but it still needs to market itself to attract the right kind of talent. This is why one of the most effective marketing techniques for other industries--content marketing--is a boon for the education sector too.

Posted Aug 07, 2013

Often confused with content marketing and advertorials, native advertising is different than either of these other tactics. As Michael Raybman put it on iMedia, "In my view, it is defined as content that seamlessly blends into the context, design, and functionality of every page that it appears on, while being overt about its sales intention." Wikipedia adds, "The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it."

Posted Aug 06, 2013

The Chief Marketing Officer (CMO) Council, a global executive affinity group of more than 6,500 senior marketing executives, announced the launch of its new Content ROI Center website. This resource is dedicated to helping marketing organizations improve the performance and return of their growing investments in content origination, multi-channel formatting, targeting, and delivery across the entire customer lifecycle.

Posted Aug 05, 2013

IMN, a digital marketing company that delivers branded newsletters and content for vertical markets, unveiled the results of its second annual multi-industry content marketing survey. The results of the survey revealed an increased awareness of content marketing over last year, with marketers more frequently putting formal content marketing programs in place.

Posted Jul 30, 2013

EContent recently introduced The Content Marketing 50: The Top 50 Content Marketing Resources on Twitter. In sorting through your nominations we realized just how many women are influencing content marketing, one of the hottest topics in digital marketing. Not everyone could make the final list of 50 influencers, but we thought it was worthwhile to bring all of the female nominees to your attention.

Posted Jul 26, 2013

LinkSmart, a provider of in-content audience development solutions for web publishers, unveiled Keyword Discovery, an important new addition to its Audience Development Platform. Keyword Discovery gives web publishers improved reader engagement opportunities and management capabilities to ensure their content is optimized for maximize revenue potential.

Posted Jul 23, 2013

Kapost, a content marketing software platform, announced that it has secured $5.6 million of funding from new investors Lead Edge Capital and Floodgate, as well as from existing investor, High Country Venture. The growing Boulder-based company is profitable and has 100+ customers, brands such as Intel, AT&T, Oracle, Allstate, General Mills, and Lenovo.

Posted Jul 18, 2013

For some time, Facebook, Twitter, and LinkedIn have been the "big three" of social media, but a new and very powerful player -- Google+ -- has changed the social media landscape, especially for B2B marketers. Already overwhelmed with the multiple options and rapidly expanding time and resource commitment required to remain relevant across multiple communication channels, B2B marketers find themselves faced with a big decision-stick with LinkedIn or become engaged with Google+? Or both?

Posted Jul 17, 2013

In June, EContent announced it was accepting votes for a new list recognizing the best and brightest in the content marketing industry. We asked for your nominations, and you obliged. With just under a week left in the nominating process, we had received 123 submissions and 53 nominees via Twitter. By the time the nomination process finally closed we had received several more names. Now, your votes have been counted, sorted through, and double-checked.

Posted Jul 03, 2013

More than any other industry, content marketing is absolutely essential for companies in the online marketing or advertising industry. After all, content marketing is the latest, and probably one of the most effective, forms of marketing out there. How can they provide excellent marketing services to their clients when they themselves are not using one of the best marketing and advertising tools online?

Posted Jul 03, 2013

Why the heck was this magazine for car lovers (or, at least, Subaru lovers) doing stories about restaurants and local food? Were the chefs featured in the story picking the food up from farmers and hauling it back to their kitchens in their Outbacks? I just didn't get it.Then I realized that Subaru was just practicing good content marketing.

Posted Jun 27, 2013

We are a busy people; bombarded with jobs, kids, soccer games, laundry, mowing the yard, paying the bills... the never ending cycle of everyday life. This isn't news to anyone. Because we are constantly in motion, even our entertainment has to move quickly and be bite-sized. For this reason, content is seeing a transition into the visual realm - as opposed to text-based -- across many platforms.

Posted Jun 26, 2013

Personas are tools used by user experience (UX) professionals in order to understand how to design, write, and develop interactive applications for people. UX professionals include usability experts, human factor designers, information architects, content strategists, and user interface designers, among others.

Posted Jun 25, 2013

Earlier this month, EContent introduced the Content Marketing 50 list and opened voting. We've had great responses, but as we wind down the voting, we want to remind you to nominate your favorite content marketing expert. Nominations will close on Friday, June 28, 2013. All you have to do is tweet @econtentmag your nominee's Twitter handle with the hashtag #contentmarketing50.

Posted Jun 24, 2013

As the vice president of digital experience at the recently merged McMurry/TMG, LLC, the country's largest independent content marketing provider, Andrew Hanelly spends most of his time working to bring journalistic standards and principles into the world of brand marketing. At a point in time when increasingly savvy consumers have little patience for or interest in the dry, overt pitches that defined content marketing of yesteryear, smart brand managers are learning to adjust their strategies to create content that looks, sounds, and feels more like the kind of content they are used to consuming in social and digital media.

Posted Jun 24, 2013

As organizations and individuals work to build their Twitter followers they eagerly watch for mentions and RTs (retweets). And then they spot something like this: "XYZ E-publication is out today! Top stories by @thisperson @thatperson @YOU!" Your first inclination is to quickly RT the tweet to all of your followers and respond to the poster with a heart-felt "gee, thanks so much for including me!" But, wait a minute, is there any real value in this kind of exposure?

Posted Jun 19, 2013

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