Content Marketing

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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

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

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