Content Marketing

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On June 11, Flipboard introduced the ability for users to collaboratively build a magazine. With interesting implications-especially for the content marketing community-- in a post on the company blog, Flipboard wrote: "Starting today, Flipboard curators can invite others to contribute to their magazines."

Posted Jun 13, 2013

Scripted.com, a marketplace for businesses to create quality content at scale, announced its Series A financing led by Crosslink Capital and Redpoint Ventures. Scripted sells content to businesses looking to increase inbound marketing efforts. Scripted has a user-base of more than 80,000 pre-vetted, US-based writers. Scripted vets every writer, pitches topics to businesses, generates content, and automatically copy edits work through its technology solution.

Posted Jun 05, 2013

PublishThis announced the launch of a new WordPress Plugin and partnership with WordPress.com VIP to become a Featured Partner and deliver all of the benefits of the PublishThis Content Marketing Management System to WordPress.com VIP and WordPress clients.

Posted Jun 04, 2013

Content marketing. Brand journalism. Custom content. No matter what you call it, it's clear that the place where quality content, and marketing meet is an up and coming hotspot. Content marketing isn't exactly new, but in the digital age, it's taken on a new importance and experts are in high demand. That's why EContent is introducing the Content Marketing 50, a list of the top influencers in content marketing.

Posted Jun 03, 2013

The Content Marketing Institute (CMI) has released benchmark research projects in North America, Australia, and the United Kingdom. One overwhelming consistency across all the marketers we've surveyed relates to content marketing effectiveness. Across the board, only 33% of marketers deem their efforts as effective. Now, if that was a batting average, we'd be all-stars, but...

Posted May 31, 2013

The financial sector has received plenty of criticism over the past few years for alleged unethical and wasteful practices. Its reputation has sustained a lot of damage. Financial companies, though late adopters of content marketing, have much to gain from it. Content marketing can prove to be a very effective channel to rebuild reputations and regain trust in the consumers' minds. With such a powerful proposition, it's a shame that most banking companies don't even have active blogs and social media accounts-forget about smart and direct content strategy.

Posted May 08, 2013

The word Meme (pronounced "meem") was coined in 1976 by biologist Richard Dawkins. According to his book, The Selfish Gene, a meme "refer{s} to any cultural entity that an observer might consider a replicator..." Of course, Wikipedia defines it more simply, as "how cultural information spreads on the internet."Businesses are just beginning to learn how to use these powerful tools. Memes are often used to create market buzz online. Some memes have been known to go from one viewer to 40,000 in less than a week. The business that knows how to properly use memes can gain exposure not possible through traditional marketing methods.

Posted Apr 24, 2013

Business information provider ZoomInfo has launched an online publication, ZoomInsights, with content specifically suited to the needs of marketing, sales, and recruiting professionals.

Posted Apr 10, 2013

According to a survey by RxAlly, more than 20% of internet users in the U.S. consider the internet to be the most trusted source of information while making critical decisions about their health and well-being. Companies in the healthcare sector should take note of these results and start content marketing effectively to educate and reach out to people via the internet. These results show that brands in the healthcare sector already have a ready audience for their content. Even practicing physicians, small practices, doctors, etc. who want people to get accurate information and who want to expand their reach should start creating and publishing easy-to-understand, relevant, and accurate content.

Posted Apr 03, 2013

It wasn't long ago that the position of "chief content officer" was merely a glimmer in the eye of a few particularly tech- and trend-savvy marketing executives. Some time around the turn of the century, as digital media was beginning to cement its foothold in the worlds of marketing and commerce, and as the social media revolution was in its most nascent stages, the idea that a company should employ a director -- or a team, or even a whole department -- to create custom branded content to compellingly and coherently represent their organization in all of its prospective media channels was born.

Posted Mar 22, 2013

More art than science, content marketing involves a softer, gentler sales approach that aims to inform and entertain prospects with the unstated goal of turning them into customers. Clever videos, e-books, whitepapers and sponsored e-forums are becoming increasingly popular as businesses see that they drive engagement and ultimately sales.

Posted Mar 06, 2013

The Content Marketing Institute reports -- in its 2013 B2B Content Marketing Benchmarks, Budgets and Trends -- marketers are now choosing LinkedIn the most for content marketing purposes. In 2011, 71% of B2B marketers posted content to the site formerly associated with nothing more than a virtual resume, but 2012 showed an increase to 83%, with Twitter and Facebook trailing by a nose at 80%.

Posted Mar 01, 2013

Native advertising company Sharethrough announced the launch of Sharethrough Sponsored Stories, a native advertising solution that allows brands to promote articles, posts, reviews, and more across the open web. With Sharethrough Sponsored Stories, marketers can expand their promotion of non-video content beyond Facebook and Twitter to include native placements across Sharethrough's network of digital publishers.

Posted Feb 26, 2013

"Content marketing" has grown from a murkily defined buzzword--or rather, a series of evolving buzzwords including "branded content" and "custom publishing"--into a ubiquitous, and in some high-profile cases demonstrably effective marketing strategy. Whether they knew it or not, millions of American consumers were touched last year by savvy content marketing campaigns from a broad spectrum of brands ranging from Oreo cookies to the Democratic and Republican presidential campaigns. With the rise of content marketing has come a proliferation of solutions for companies lacking the resources or the internal know-how to execute their own content marketing strategies from scratch.

Posted Feb 25, 2013

She was at least six inches taller than me but I was in love. Or what passes for love as a 14 year old boy in middle school. Lori was tall, blonde, and a super-smart basketball player with the sweetest southern accent you have ever heard. The eighth grade dance was almost here and I had to work up the nerve to ask her to go with me. My hands were sweaty, my heart rattled like a subwoofer in my chest, and my already cracking voice was hitting Mariah Carey high notes with ease. Was this love? If so, it was the scariest thing I had ever experienced in my life.

Posted Feb 21, 2013

In a world of free content -- from app to university classes from the likes of Princeton and MIT -- the consumer is making out like a bandit, while content producers wring their hands over the prospect of finding a way to make money. Companies are being forced to find new ways to market their services to encourage people to pay. How? Increasingly, it's through customized experiences.

Posted Feb 20, 2013

If you are in the business of digital content-and in this day and age, we all are-you have undoubtedly heard the phrase "content strategy" tossed around lately. You've heard how important strategy is to any content endeavor, but you may still be wondering what that means to you.Content strategy defines how a company is going to use content to meet the needs of a business, guides decisions about content from creation to deletion, and sets benchmarks against which to measure success. Deciding to post a YouTube video is not content strategy, nor are the myriad and growing numbers of features that your CMS offers. A strategy sets a vision for the future. Although it can be revised, it is perennial, not seasonal.

Posted Feb 18, 2013

Right now, the content marketing industry, well over 100 years old, is going through as much change as we have ever seen. The biggest reason for this, outside of the fragmentation of media, is that the barriers to entry have been obliterated. There were three major barriers that used to exist as a gate to corporate publishing. Though they are no longer a concern today, I did discuss them in detail in Get Content Get Customers (published in 2008).

Posted Jan 31, 2013

The creation and distribution of content online is one of the most effective ways of attracting new customers and retaining existing ones, but that doesn't mean it's easy. Unfortunately, most companies get their content marketing efforts wrong. Content creators and marketers must spend valuable time and effort to create and publish quality content on a regular basis to increase the reach of their brand. There is no shortcut.Remember - content marketing is an essential component of any inbound marketing strategy - and it must be done right. If you want to create a scalable, repeatable and networked process of customer acquisition through content marketing then you must avoid these content marketing mistakes like your life depends on it!

Posted Jan 16, 2013

Content marketing has had quite a run. After an interesting battle with terms such as branded content, custom media, brand journalism, and custom publishing, Google searches tell us that content marketing is now the de facto term for nonmedia companies creating relevant content to attract and retain customers.

Posted Dec 10, 2012

Managing a brand and its image has never been easy, but the ever-growing number of retailer and third-party websites, online shopper services, mobile apps, and digital coupons has made a brand owner's job even more challenging. One of our clients told me that he feels like he is constantly chasing his brand across the internet.

Posted Dec 07, 2012

For every brave soul that posts a comment on a website or blog there are likely hundreds of others simply lurking in the background. Content providers crave interaction and want to encourage discussion, yet many find themselves faced with a dearth of comments, save for perhaps those spammy postings that pop up every once in a while. What can they do?

Posted Nov 30, 2012

At almost every event I've attended over the past few months, content marketing sessions are standing-room only. Marketing professionals are hungry for any way that they can continue their content marketing journey and attract and retain customers with compelling content. To help, I've dissected my last few presentations and put together seven critical strategies that I believe all marketers need to consider as they head into next year.

Posted Nov 29, 2012

Percussion has teamed up with DivvyHQ - the spreadsheet-free editorial calendar application - to bring you content planning solution. Percussion CM1 enables content marketers to create and publish more content more rapidly across their web properties than ever before. With DivvyHQ integrated into Percussion CM1's dashboard, you will be able to use Divvy's calendaring interface and collaboration tools to better manage the planning and production of all types of content across their organization.

Posted Nov 28, 2012

"Cyber Monday" may have come and gone, but that doesn't mean America is done with its online holiday shopping. In fact, a recent LivePerson survey found that 63% of shoppers plan to do 50% or more of their holiday shopping online. And this holiday season retailers have relatively new tool at their disposal with sites like the wildly-popular Pinterest.

Posted Nov 28, 2012

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