Content Marketing

While it's common to hear about the impact of the internet on the attention span of young whippersnappers, in this case Millennials and Gen Z, the impact that the digital age has had on attention spans of people of all ages has been discussed ad nauseum. Just look at this Time piece "You Now Have A Shorter Attention Span Than A Goldfish," which recaps a recent study from Microsoft concluding that people (Canadians, to be specific) now generally lose concentration after eight seconds, down from 12 seconds in 2000.

Posted Oct 22, 2015

It's pretty obvious that Jerry Seinfeld knows what he is doing when it comes to the entertainment business. After Seinfeld wrapped in 1998, there was not much left to do. TV Guide labeled Seinfeld's collaboration with Larry David "The greatest TV show of all time."

Posted Oct 20, 2015

This example, though, is just good marketing. It's not really content marketing. It wasn't until I was on the site, a couple of days later, checking out after I received 10% off my order, that I came across a handy little site widget that caught my attention. I'd just fed the site my payment information and address, and it was now thanking me for my order. And in the sidebar, it was also offering me a list of parks near my house where I could go be outdoorsy.

Posted Oct 13, 2015

A picture may be worth a thousand words, but a video is worth significantly more. How much more? According to James McQuivey of Forrester Research, a 1-minute video is worth 1.8 million words. The big lesson here is that video matters-a lot. So much so that if you're not creating video already, you are missing out on big business opportunities.

Posted Oct 13, 2015

Native ads--ads that reside seamlessly within content, giving the appearance of editorial material--have become increasingly prevalent as consumer adoption of mobile technology has skyrocketed. These ads can take many forms, and marketers are always in search of the next new thing that will enable them to cut through the clutter to deliver an experience that not only will be different, but also will resonate with their audiences and, ultimately, drive sales.

Posted Oct 12, 2015

Business-to-developer (B2D) marketing is emerging as a priority for many B2B marketers. Developers are a vital audience, because they are the practical builders who design, develop, and maintain business-critical applications and services. And, the mobile enterprise business application market is expected to reach $61 billion by 2018. How can marketers reach developers, and engage, support and speak to them in a way that doesn't drive them running in the other direction?

Posted Oct 08, 2015

If the last 10 years have taught us anything, it's that virtually anybody can be an author, photographer, videographer, voiceover talent, or subject matter expert-thanks to ubiquitous tools like smartphones, blogs, and social media sites that allow everyday people to post and publish text, photos, video, and audio galore. Which begs the question for companies: Why not tap into these public resources more often as a free and valuable source of content for your brands and products?

Posted Sep 30, 2015

Content is a king. Marketers have been hearing this phrase for years, but in 2015 it has taken on new meaning. According to the Content Marketing Institute, 80% of marketers use content marketing to develop their online presence. Marketers should, at this point, understand that content marketing is not about writing and publishing text only. Content marketing strategy includes many different elements, such as content creation, distribution, optimization, analytics, and management.

Posted Sep 25, 2015

Trapit published the results of a survey on employee perspectives on content marketing and distribution. The survey revealed that 74.9% of employees identify some type of business benefit to sharing content on social media. Respondents indicated that brand awareness (42.7%), brand credibility (21%), and sales (11.2%) were the primary benefits of their efforts on social media.

Posted Sep 24, 2015

Many of the high profile examples of great branded content come from B2C companies like Red Bull or LEGO, but B2B brands are embracing content marketing as well. In fact, the CMI found that 86% of B2B marketers say they use content marketing. But when it comes to content marketings, B2B brands may have three very good reasons to partner with publishers.

Posted Sep 23, 2015

So much of the internet is about celebrating cats that I thought it was high time I finally gave mine the shout-out they deserve. For the past year or so, I've been schlepping to the pet store every week to stock up on cat food. I have two mature cats who are now (much to my vet's delight) on a wet food diet. Keeping up with this is expensive and time-consuming. It's also a bit confusing, trying to figure out how much to feed them--mostly because one is lazy and has a slow metabolism, and the other has always been more active. Apparently, I was getting it wrong, because the vet told me I needed to up their calorie intake.

Posted Sep 22, 2015

A couple of years ago, if someone asked you what you did for a living and you told them you were a "storyteller," that person would have nodded in pretend understanding while assuming you still lived with your parents. Now? A search of LinkedIn reveals that there are over 650,000 people with the word "storytelling" in their title. That's more than the entire population of Boston.

Posted Sep 17, 2015

Frequently, my colleagues are surprised by my reluctance to join in the fanfare around emerging social media apps. They know me not only as a social media enthusiast, but also as someone who has spent much of the last several years helping advertisers leverage social media to grow their brands. As a result, I'm often confronted with looks of disappointment when I do not share in the market's enthusiasm about the newest apps. Just because I might enjoy the latest app to hit the market, doesn't mean it's ready to be included in a serious marketing plan.

Posted Sep 15, 2015

What would Thanksgiving be without the traditional turkey and a cornucopia of vegetables? In 2014, Del Monte was looking for a way to strengthen its ties to Thanksgiving in customers' minds-specifically, for its green beans. The company decided to implement a content marketing initiative, teaming up with POPSUGAR to create a branded portal for content, but it also wanted to amplify that content's reach. Additionally, Del Monte needed assistance with content creation.

Posted Sep 14, 2015

In the wake of the growth of native, in-feed, auto-play video, Opera Mediaworks and comScore have partnered on an industry-first study on the subject to better understand ad effectiveness of mobile-first video for native environments to help brands drive more impact with their creative. The study found that brands and agencies are seeing meaningful results from mobile-first, purpose-built video ad creative. But the results also led to creative best practices for high-level native mobile video.

Posted Sep 11, 2015

Akoonu, Inc. announced the expansion of its content marketing platform. In addition to building and maintaining buyer personas and buyer's journey maps, marketers can now leverage Akoonu's integrated platform to capture, enhance, and update their brand identity and messaging.

Posted Sep 10, 2015

LiveHive, Inc., a sales acceleration platform, released research that shows the overwhelming majority of executives are more likely to respond to vendors with personalized sales outreach. However, more than a third (35%) of the executives say that they never, or not that often, receive any personalized sales outreach from vendors -- revealing a gap between the level of personalization delivered, and buyers' desired level of personalization. Harris Poll conducted this online survey on LiveHive's behalf in the summer of 2015 among more than 300 corporate executives at companies with revenues of $1 billion or more.

Posted Sep 10, 2015

Crescendo Content Marketing, a closed-loop B2B content marketing system, launched with the aim of helping marketers scale the content creation process and access actionable insights into how content is driving engagement and revenue. Built by marketers for marketers, Crescendo says it is a complete system that replaces the need for many point solutions used by today's marketers to publish, distribute, and measure the performance of content.

Posted Sep 10, 2015

The campaign will always be a major part of a company's strategy in both B2B and B2C marketing. With a history of being short-term, one-way push marketing initiatives, campaigns can be very effective in driving sales and are easily measured for ROI. Campaigns also generate spikes of engagement. But the nature of a spike is that it can suffer a big drop, leading to periods where there is no engagement at all. In that lull another brand could win customers' attention, one that markets more consistently over time. Putting in place an always-on content marketing strategy is easier said than done, but here are few basic points to consider.

Posted Sep 10, 2015

As of July 1, Jeff Haden's June 8, 2015, LinkedIn post, "7 Things Employees Wish They Could Tell Their Bosses," had grown to about 481,000 views, more than 1,800 likes, and 307 comments. Haden, a ghostwriter and speaker, is a LinkedIn Influencer. Similar to other Influencers, his posts often go viral. Most of those who are attempting to engage with an audience online, though, struggle to generate even 100 views. What can the masses learn from online influencers, whether they are the capital "I" LinkedIn variety or from a wider array of content outlets?

Posted Sep 09, 2015

gShift announced it has entered into a definitive agreement to acquire SiteCondor, an Austin, Texas-based technology startup that develops website auditing tools for digital agencies and content marketers. Terms of the deal were not disclosed.

Posted Sep 01, 2015

Time Inc. has put both feet into the branded content pool. It opened The Foundry, "a new content and creative collective that allows clients to tap into the powerful storytelling and immersive consumer experiences of the world's most iconic media brands" according to its site.

Posted Aug 31, 2015

ClearVoice, a content marketing platform and service solution, announced a "Creators Marketplace" and two content intelligence tools--"Influencer Search" and "Idea Lab"--as a part of an end-to-end content solution. ClearVoice says it bridges the gap between brands and content creators, fostering collaboration and enabling scalable content production. Companies can plan, recruit, create, distribute and measure all within a single platform.

Posted Aug 31, 2015

While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.

Posted Aug 20, 2015

From the standpoint of a professional journalist, there's enough content out there to drive you nuts. Quantity over quality everywhere you look. But from an executive's perspective, this obsession with writing has opened up an amazing opportunity. The jump from user-generated to professional content is not as far as it used to be-and with the right prompts and guidance, you can direct all that writing energy to create a culture of content within your brand.

Posted Aug 13, 2015