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Therefore, from a content strategy point of view, "What's our purpose?" is the most pragmatic question you can ask yourself and your team from the outset of a content marketing initiative. We call this "Purpose-focused Content Marketing."
Posted Oct 06, 2016
EContent's editor and author of Inside Content Marketing, Theresa Cramer, stopped by the Mobile Presence podcast to talk to Mobile Groove's Peggy Anne Salz, and Shahab Zargari, about the content marketing revolution, how mobile figures in, and why your team is so important. Listen here.
Posted Sep 30, 2016
Heading into the final quarter of 2016, marketing executives are feeling pressure from many sides of their organizations to produce great content, according to "Conquer Your Content: The Future of Content Marketing," a new study by Seismic and Gatepoint Research. In a survey of 100 B2B marketing executives primarily from Fortune 1000 companies, corporate demands for updated content, cross-department branding initiatives, and keeping up with one-off content requests from sales teams are listed among the most time-consuming and demanding issues.
Posted Sep 29, 2016
For many businesses content marketing is one of the largest and most profitable customer acquisition channels. To help stay top of mind and ahead of your competitors, it's vital to transform your content marketing and raise awareness. Here are some solutions to help your team take the lead in the "attention game."
Posted Sep 29, 2016
Even as global readership rate increase across the digital news sector, UK publishers are struggling to adapt to the industry's shift from print to online media: PwC's latest Entertainment and Media report covering 2013-2017 projects that the UK's B2B publishers, newspapers, and consumer magazines will see a net fall in revenues over the next four years. With 22% of UK adults now using ad blocking software, native content is proving to be a smarter way for publishers to replace print ad revenue than banner ads and popups.
Posted Sep 28, 2016
If you're a publisher or brand looking to get into branded content, it's no surprise you're probably feeling a bit overwhelmed right now. That particular marketing realm can be tricky, but it becomes less so when you embark on your branded content journey with a solid plan of action in mind. To help you prepare, here are three areas to consider as you look to join the branded content game.
Posted Sep 15, 2016
HIRO Media, a programmatic online video ecosystem, announced a new Programmatic Video Content Marketing engine that it says is capable of delivering branded video content at scale to comScore's top 1000 online properties reaching more than 100 million unique viewers. HIRO Media developed its Programmatic Video Content Marketing engine in response to the growing demand for video content marketing solutions, and offers high quality video content, enhanced relevancy, and unobtrusive video advertisements at scale.
Posted Sep 13, 2016
Have you ever wondered what Jell-O and content marketing have to do with each other? Theresa Cramer explains on the WriterAccess podcast. She stopped by to promote her book, Inside Content Marketing, and had a great conversation about journalists, strategy, and much more. Listen here.
Posted Sep 08, 2016
Think of it as the secret ingredient that enables automated marketing programs to serve people-centric content. Social media, email acquisition and content publishing tools give brands the greenlight to publish directly to their audiences. Yet a publishing approach requires a journalist's mindset. And that starts with a story based on what the reader cares about, not your brand's message.
Posted Sep 07, 2016
As the Content Marketing Institute (CMI) defines it, "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience-and, ultimately, to drive profitable customer action." It's the last bit of that definition that many companies are still struggling with, in part because it isn't often that we can point to this kind of content marketing and draw a straight line to a purchase. However, in the case of the REI app, I think I can do just that.
Posted Sep 06, 2016
One of the videos is a self-produced video that Rand and his team created at Moz, an SEO technology firm, and the other is a video that my agency produced of him speaking at one of our events several years ago. These two videos provide an opportunity to discuss the value of producing presentation videos, at two distinctly different levels of production value.
Posted Sep 01, 2016
The demand for content has grown significantly over the last few years. The interaction customers have with your brand during their buying lifecycle has become the critical differentiator in today's global marketplace. However, you may be surprised to find how much of an impact content can have on the customer and how it can guide the buyer's purchase decision. It can either win over a lifetime's worth of wallet-share or alienate a customer completely.
Posted Aug 30, 2016
Contently, a content marketing technology solution, announced the release of Contently Social, which includes enhanced social integrations and the expansion of its freelance creative network to include more than 600 social strategists and creators.
Posted Aug 25, 2016
EContent's editor, Theresa Cramer, stopped by SLMA Radio to talk about content marketing, her book, Inside Content Marketing, and why journalists should consider making a career change. Listen to the conversation here.
Posted Aug 19, 2016
Native advertising has become a chosen favorite over traditional advertising due to the ability to reach consumers through branded storytelling. Syracuse University's Online Masters of Science in Communication has created a detailed infographic that explores the essence of native advertising by addressing key elements such as growth, market landscape, and the impact on publications as well as readers.
Posted Aug 18, 2016
What do Uber, ipsy, and Fitbit have in common? Content marketing has worked wonders for each brand's reputation and reach. My team and I analyzed each company's approach in a recent project to examine the impact of a smart content strategy. Even if your business isn't mega successful, content marketing creates an even playing field by leveraging your potential reach. Here's what we found.
Posted Aug 10, 2016
With so much variation in the approaches to video, it's no wonder that content marketers are faced with challenges about how to produce quality video products.This is the first of several posts about video that we'll share to help lift the veil on how videos are produced by examining the anatomy of video approaches that are commonly used in content marketing. Our objective with this series of posts is to help you: plan for and produce video; speak the lingo of video production with video providers; learn how to buy from and work with video service providers.
Posted Aug 04, 2016
Understanding your niche is a foundation for any marketing campaign, SEO or otherwise. Businesses need to know who they are appealing to, what attracts an audience, and even better, why potential customers are attracted to particular pieces of content or use certain keywords in their online searches.
Posted Aug 03, 2016
If you have a piece of content marketing that worked wonders on audiences in the U.S., you might think it can also be effective with international decision makers. You figure translating it is the next step, but is it the last step? Not likely. Truly localizing content generally requires significant attention to cultural nuances, brand consistencies, and the unique demands of audiences. Effective collaboration among cross-border content specialists is another piece of the puzzle.
Posted Aug 01, 2016
Reelio, a data-driven platform that aims to simplify and optimize influencer marketing, announced the launch of Reelio Greenlight, a new product that allows brands to sponsor premium creative projects, produced by today's digital stars. Marketers can browse through a library of original content ranging from a motorcycle race between rivals that ends with a parachute jump off a cliff; to an honest and refreshing web series that sheds light on what it's like to live with a mental health disorder; to a music producer who creates music out of everyday objects.
Posted Jul 28, 2016
The marketing materials you create for your business can include blogs, ebooks, social media posts, videos, infographics, case studies, and more. Regardless of the marketing tactics you use, content marketing should be part of the process. And the more types of content you produce, the more powerful your content marketing efforts become. To get the most value out of the content they develop, here are eight things marketers should consider.
Posted Jul 28, 2016
When it comes to digital and social media, companies have made tremendous strides. You'd be hard pressed to find a company that doesn't have a corporate website, or even a Twitter handle. Yet CEOs still have a long way to go in becoming truly "social." Given today's consumer-driven, always-on digital landscape, social media usage among CEOs is critical to maintain and govern a brand's reputation, build and deepen relationships with customers and employees, and drive innovation that can lead to rapid business growth.
Posted Jul 20, 2016
Publishers are finally facing what may kindly be called the "Trumpification" of online advertising. Similar to voter frustration with campaign financing, government gridlock, and political rhetoric, consumers have about had it with the clutter, latency, and intrusiveness of the online experience. Ad blocking is to digital publishing what Trump is to politics: a blunt, perhaps reckless, instrument wielded by consumers because they don't feel as if they have any other recourse.
Posted Jul 19, 2016
Understanding the difference between promoting a brand and selling it is critical to your company's success. Blog posts and articles that stagnate on your Facebook page will not entice the consumer to look in more detail at the services you provide. Even worse, once you get a reputation for low engagement, social media will start to restrict your audience, creating a vicious cycle that is hard to break.
Posted Jul 15, 2016
Converting the five pillars of SEO into actionable strategies can be complex and difficult. Each pillar represents an abstract philosophy or ideal. However, within these guiding principles you can derive actionable techniques. Relevance may be the most important pillar as it impacts all aspects of SEO. Beginning with relevance, we discuss how strategies are put into practice, with examples of how a company can become and remain relevant within their market and their desired target audience.
Posted Jul 13, 2016