October 2013 Issue


News Features

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.
By - Posted Oct 14, 2013
Creating a business video has never been easier. Vine and Instagram let business owners become mini-James Camerons by shooting 6-second and 15-second videos with a smartphone. And longer form videos (30 seconds to 60 seconds) need not break the bank, as video creation services such as Animoto.com enable content creators to make unlimited videos for less than the price of an iPad mini, a small fraction of the $5,000 that a professionally produced video would cost. Yet challenges remain for small and medium business owners who want reasonably priced, quality video on their websites. Small and medium businesses (SMBs) are wary of video, afraid that it will cost too much and not turn out the way they expected it to.
By - Posted Oct 28, 2013

Featured Stories

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."
By - Posted Oct 07, 2013
In August of 1981, a fledgling cable TV channel launched that forever changed music, television, advertising, marketing, and pop culture. The format was pretty simple: play popular videos around the clock that are introduced and commented on by live hosts and fill around the edges with original programming. Now, 32 years after MTV's arrival, the focus is on social, not music videos, and another revolution is underway that may completely redefine how we think about, consume, and interact with live and prerecorded visual content-courtesy of HuffPost Live (HPL).
By - Posted Oct 21, 2013

Columns

As this issue of EContent went to press, American media consumers were reeling from several fairly emotional stories. The Zimmerman verdict had been handed down, the Snowden revelations still resonated, and Rolling Stone had just released a cover story featuring Boston Marathon bombing suspect Dzhokhar Tsarnaev. What these three stories had in common, aside from their obvious news value, was the way the public reacted to them and the way that reaction reverberated across the social web.
By - Posted Oct 01, 2013
While writing my most recent book, I noticed a new phase of growth and innovation in the mobile app space. It's encouraging to see companies jumping on the app bandwagon and the tremendous capabilities and creativity that they unleash. Take the example of Broadcast Interactive Media (BIM). It just launched mobile apps for the Apple iOS and Android platforms that can be rapidly deployed by its client base of hundreds of local television station websites. Each app has content tabs such as Top Stories, Local News, Weather, or Sports that can be customized by local broadcast and media companies to pull in content from each local station's website and optimized for mobile viewing.
By - Posted Oct 08, 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.
By - Posted Oct 15, 2013
A while back, I had a dream that I won the lottery. In the dream, I didn't quit my job and buy a private island. No, I used my lottery winnings to buy the local newspaper where I started my journalism career. It's a small weekly with a long history of serving my hometown, and it has a negligible web presence.
By - Posted Oct 22, 2013

Faces of EContent

As head of curation for Flipboard--which allows users to easily create, edit, and share magazines using content from the web--Mia Quagliarello works to make great content easily discoverable to readers all over the world. "When news breaks, we curate magazines that go deep into current events, with content from different platforms and media types. We might include articles from The New York Times and the BBC, prominent tweets, photos on Instagram, and videos from YouTube," Quagliarello says. She also manages Flipboard's company blog, for which she sometimes gets to interview thought-leaders and celebrities, including Larry King and Jessica Alba. "I also contribute to our social media posts, and create tutorial videos that explain how to use Flipboard," Quagliarello says.
By - Posted Oct 11, 2013

Case Studies

In order to support its mission to provide free hosting, 4shared sells advertising, allowing companies to capitalize on 4shared's roughly 132 million visitors per month. However, running a variety of dynamic advertising campaigns was proving to be a problem. Dealing directly with advertisers as well as with ad servers was too labor-intensive, and the company needed a better solution.
By - Posted Oct 09, 2013