Content Marketing

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Social networks are changing the way consumers obtain information about products and services. Nearly everyone -- except for Prince, who declared the internet dead -- is getting in on the action.Consumer research indicates that members of social networks are more likely to purchase products and services referred to them by their friends, fans, and followers. In fact, 90% of consumers say they trust recommendations from people they know; 70% trust opinions of unknown users. 71% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence on what they purchase, while the same number of consumers don't believe the claims made in traditional advertising messages at all.

Posted Oct 06, 2011

There are plenty of "rules" for online content these days. "You must post your story to Twitter at 10 a.m. on Monday for maximum effectiveness," says the blog post. "If your YouTube video is longer than 2 minutes no one will watch it," shouts the latest marketing book. "If your content isn't formatted specifically for each different mobile device, your audience will show up on your doorstep with pitchforks and torches," screams the over-paid consultant. And while some of these statements do contain grains of truth, I think Thomas Edison had a better take on rules. He said, "Hell, there are no rules here--we're trying to accomplish something."

Posted Sep 16, 2011

Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and BuzzWendy Montes de OcaQuePaperback$16.16

Posted Sep 06, 2011

As the old saying goes, "The world is your oyster." Today, that's certainly the case. Emerging markets in China, India, and Brazil are creating a gold mine of opportunity for organizations savvy enough to tap into the fast-growing international marketplace. Unfortunately, most organizations are woefully unprepared for such an endeavor.

Posted Jul 18, 2011

As I write this, hundreds of mainstream media reporters are dismissing Charlie Sheen as a sad example of a Hollywood star on the decline. But have you noticed that those same media outlets devote tons of ink and countless hours of airtime to each and every pronouncement by Sheen? As a creator of econtent, Sheen is #WINNING.

Posted Jul 04, 2011

Consider the value if you could learn about the world around you based on where you are using the GPS capability in your smartphone. Imagine for a minute holding up your phone and having relevant content delivered to you based on your physical location at any given moment. There are complex and useful applications of the location dynamic beyond simply communicating "I'm here."

Posted Feb 03, 2011

For the past year, I researched the business practices of the Grateful Dead as I wrote (with co-author Brian Halligan, CEO of HubSpot) a book published by John Wiley & Sons recently called Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. As I was preparing the manuscript, I was struck by how many lessons apply to content businesses of all kinds.

Posted Aug 19, 2010

As recently as the last decade, content marketing - that is, content not as the product itself but as the basis for engaging a target audience and helping compel that audience to purchase a company's product - was reduced to a fairly short list of flavors. Today, however, companies have an opportunity to engage customers directly with endlessly unfolding content communication opportunities.

Posted Jul 19, 2010

Many mainstream media outlets are reducing their staff journalists. At the same time, many organizations finally understand the value of "brand journalism," creating interesting information online that serves to educate and inform consumers. This convergence has opened up an entire new world for aspiring journalists to consider.

Posted Jul 13, 2009

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