Content Marketing

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Are you seeing ROI for your content marketing? If not, getting that return could be easier than you think. You just need to be willing to put in a little extra effort before you even start.

Posted Aug 18, 2017

Narratives are essential for your content strategy to succeed, and they come in a variety of forms. Basically, the term "narrative" refers to any kind of story, preferably with a beginning, middle, and end, and with a central character as part of that story. That character doesn't need to be a fictional protagonist, or even a person—in fact, it could be a piece of equipment—but it does need to have a kind of starring role in the story you weave.

Posted Aug 17, 2017

As CEO of Localist, an interactive online calendaring platform that makes events more easily discoverable online, Mykel Nahorniak keeps a close and admiring eye on Facebook. "Facebook is huge already but it continues to disrupt itself. [Mark] Zuckerberg and team get a lot of credit, but it's still not enough considering where they are," says Nahorniak.

Posted Aug 16, 2017

While developing and distributing a digital marketing campaign in real time is empowering, marketing in the moment can also be fraught with mistakes. The push-pull of social engagement and brand governance is a tenuous dynamic, but it doesn't have to be all-consuming. Yes, one misstep or inadvertently insensitive tweet can send a brand into crisis management mode. However, there are ways to mitigate these potential scenarios by maintaining brand integrity, so you can sleep well at night.

Posted Aug 11, 2017

Global content marketing revenues grew at an accelerated 14.3% in 2016 to $28.1 billion, fueled by double-digit growth in branded mobile content, digital videos, branded games and social media content, according to new research published by PQ Media.

Posted Aug 10, 2017

The sales process is growing more complicated. Customers are engaging with businesses through a diverse range of touchpoints and platforms. Salespeople are no longer in control; buyers are. It's essential that marketers provide their sales teams with the necessary tools and assets to maintain meaningful conversations with their prospects and customers—and adapt to the new way that customers are buying.

Posted Aug 10, 2017

The Every Body Walk website is loaded with videos and stories meant to inspire people to use their own two feet more often, courtesy of Kaiser Permanente. And Blendtec's series of viral Will It Blend YouTube videos is still grinding away with gusto. Indeed, stealthy branding in the form of value-added content that's relevant to a specific market segment or target audience is in vogue. And it's more than capable of paying dividends for businesses that do it right.

Posted Jul 31, 2017

Much like Alexander the Great untangling the Gordian knot, setting free the bullock cart by thinking outside of the box, content marketing requires a different perspective in 21st century. All you have to do is master the essentials and express the essence of your brand through a good story. Internalize words in the form of a story that can emotionally connect your audience. Storytelling is not about selling your brand, although it is highly viewed as a strategy to achieve a sale. But it is really about building a strong relationship with your customers.

Posted Jul 28, 2017

What would you give to read your customers' minds? How much better could your content marketing be if you could tap into the wants, needs, and annoyances of your target audience? This capability may be more accessible than you think.

Posted Jul 27, 2017

Content marketing is currently one of the most popular marketing strategies in the world, with 88% of B2B companies using content to secure new leads. Most businesses allocate a portion of their marketing budget to content marketing as a differentiated channel, but soon, we might stop thinking of content marketing as an individual channel, and start thinking of it as the new form of standard, standalone "marketing."

Posted Jul 20, 2017

The notion that we can simply place keywords in our HTML to rise in Google's ranking is so 90s. While it is true that Google does not read the keywords within the HTML, putting the weight on specified keywords, like it used to do in years past for direct ranking purposes, they are still far from dead. The truth is that we do not control keywords, and we should not be targeting an individual keyword as an isolated search strategy. Rather, keywords should be used to guide us in topical relevance that provides a great customer experience.

Posted Jul 19, 2017

Marketers are just now learning what many others have known for years: data visualization is the key to dramatic storytelling and resonating with your target audience. Media theorist John Berger said that data visualization is important because people "think in pictures." Leave aside the fact that people are visual learners and that the vast majority of human communication is nonverbal--visualization data takes ideas and presents them to people in a way that their brains are already naturally receptive to. The problem, however, is that numbers alone are kind of boring--even when they've been visualized.

Posted Jul 19, 2017

Since the beginning of 2017, we've gotten several inquiries from people wanting to publish sponsored content on our site. That's not a problem in and of itself. We offer sponsored content opportunities, which are clearly detailed in our media kit. The problem comes when these people make it clear they do not want the sponsored content to be identified as sponsored content. One even went so far as to ask us to publish her content under the name of one of our existing writers. Put simply, our answer was, Nope!

Posted Jul 11, 2017

While there are plenty of dire-sounding discussions taking place these days around artificial intelligence (AI) and machine learning—and their potential to disrupt the world as we know it—this isn't technology of the future. It's already gaining traction across multiple industries and professions, including with content creators. New technologies are promising to upend the traditional ways in which content is conceived, produced, and disseminated. Examples already exist. 20th Century Fox used IBM Watson to create a trailer for Morgan.

Posted Jul 10, 2017

As a content and campaign manager of .ME, a company that operates the personal domain name .ME, Sanja Gardaševic's varied roles have a single purpose: to share stories of .ME domain names and its users. "As a company that does business in a mostly .com world, explaining what .ME is and why it should be your alternative is a challenge," says Gardaševic.

Posted Jul 07, 2017

On the web series Royal Crush, sophisticated teens fall in love with each other on cruise ships that bring them to some of the world's most majestic destinations and have playful onboard attractions such as a rock climbing wall, a spa, and a teen lounge. It's perfectly delightful entertainment, but that's not all. It's also a grand marketing effort from Royal Caribbean International. Royal Caribbean is one of many brands that have embraced episodic content, which refers to a single narrative developed over multiple segments. It's an elaborate content marketing play that employs the power of compelling stories to build stronger brand connections with viewers.

Posted Jul 05, 2017

Revenue contribution from email marketing is the highest ever — up 18% to over 20% of overall revenue in 2017 as compared to 2016 — according to "The Return on Email Personalization," a new study released by market research firm The Relevancy Group in collaboration with OneSpot, a content personalization and intelligence platform. The survey of executive marketers examined how they are capitalizing on email as a meaningful component of their overall business, including the effectiveness of email personalization across industry sectors.

Posted Jun 22, 2017

Brainshark, Inc., delivering SaaS-based sales enablement and readiness solutions, announced an integration with Microsoft Dynamics 365 - giving sales teams instant access to Brainshark training, coaching, and content resources directly from Microsoft's CRM application. Organizations benefit from streamlined access to essential sales resources, greater sales productivity and centralized visibility into the impact of their sales readiness programs.

Posted Jun 22, 2017

Highspot, a sales enablement solution, announced the closing of a $15 million Series B financing round led by Shasta Ventures, with participation from Salesforce Ventures and existing investor, Madrona Venture Group. This new investment will help Highspot extend its ability to provide reps with capabilities that result in more effective customer conversations.

Posted Jun 20, 2017

Reaching your audience by intersecting with their digital behaviors is getting easier through targeted advertising and media. Getting your brand to the forefront of your buyers' minds, helping them become more aware of your brand and hopefully entering them into the well-known buyer's journey is substantially harder. It takes content that resonates with their needs and interests, and is served to them at optimal times to fuel that process. However, the question that continues to be asked is should you "hide" some of that content from your audience?

Posted Jun 14, 2017

New research highlights the key industry-specific factors that are commonly found in bank, insurance and other financial services websites that rank higher in Google searches. The study also reveals that financial services web pages that rank high on Google are 70% more likely to be shared or engaged with on LinkedIn (than other content that ranks highly). But financial content is less popular on Facebook.

Posted Jun 13, 2017

Content marketing has grown wildly popular. In fact, 88% of B2B marketers employ some kind of content strategy. In some ways, this is beneficial; it means we have more data to use in producing more content, and a network of support through publication and syndication. However, it also means a drastic increase in competition.

Posted Jun 08, 2017

Ask any top content marketing team what it wishes it had. The answer may be more leads, sales, clicks, likes, links, or reach, but it always comes back to content. Today's organizations and the marketing teams that support them are being forced to produce more content than ever. But when do we reach the tipping point?

Posted Jun 06, 2017

One of the best gauges you have for the success of your blog is the number of people interacting with your content (i.e., leaving comments and discussing your content on social media). It proves that your users aren't just visiting or browsing, but are actually interested in what you're saying. So what if nobody is responding to your blog? What can you do?

Posted May 31, 2017

I contacted gen.video's CMO, Jason Katz, to ask him about the importance of influencer marketing this year. Here's what he had to say.

Posted May 30, 2017

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