November 2015 Issue


News Features

The Content Marketing Institute's (CMI) 2015 reports on B2B and B2C (business-to-consumer) content marketing trends reveal some important disconnects among demand, effectiveness, and satisfaction with results. For instance, while 86% of B2B respondents indicate that they are using content marketing, only 38% say that their efforts are effective. While 83% say they have a content marketing strategy, only 35% have a documented strategy.
- Posted Nov 09, 2015
Today, any company worth its salt is stepping in front of the lens and clicking the Record button. When it comes to marketing in 2015, video is the undisputed king among consumers. Case in point: More than 70% of marketers say video generates conversions better than any other type of content, per survey data, sponsored by Vidyard, in Demand Metric's August 2014 report, "Video Content Marketing: Identifying Metrics & Measuring Impact." But with increasingly shorter audience attention spans, many content providers are veering away from extended play clips and relying more on short-form videos to build a customer base and push brands, products, and services.
- Posted Nov 11, 2015

Featured Stories

Feeling pretty confident in your current web content management (WCM) system? Do you sleep well at night with the peace of mind that your chosen WCM toolkit is up to snuff when it comes to creating, managing, and delivering content? It's time to wake up and smell the JavaScript. Because the WCM solution you rely on today is bound to land on the software scrap heap before long. Planning now-before its obsolescence-and forecasting the new bells and whistles of tomorrow's WCM tools can keep your company moving forward without being left in the digital ditch.
- Posted Nov 02, 2015
No one has a crystal ball for looking into the future of content. How will people be viewing your content a year or 10 years from now? Will it be on a smartwatch or maybe as a hologram? The hologram example may be taking things a bit too far, but the point is that, as a content creator, you never know how your content will be used in years to come. If you want it to have staying power, you need to think about future-proofing.
- Posted Nov 23, 2015
In the good old days, web content management (WCM) technology primarily served to deliver content to a website-hence the name. At best, "multichannel" referred to the ability to deliver content to more than one type of website (e.g., an intranet and a public-facing website) or, the ability to repurpose experiences using a simplified template to make it palatable on mobile devices. Multichannel means a lot more now.
- Posted Nov 16, 2015

Columns

Today's digital landscape is not too far removed from the baseball parks of 1998. We are bombarded with articles, blogs, videos, white papers, newsletters, emails, text alerts, and listicles clamoring for our attention. For years, we've witnessed this glut of content permeate every device and screen we interact with. Five years ago, audiences universally despised digital pop-up ads; whereas today, they are universally accepted in the interest of getting to the latest celebrity tidbit or thought leadership download.
- Posted Nov 03, 2015
I spend a lot of time talking to companies about their content strategy. I'm happy to see that more and more companies are putting an emphasis on creating a road map for their content efforts, rather than putting something together and seeing what, if anything, sticks. Even with a greater awareness, marketers struggle to know what a great strategy looks like. Here are the seven steps I walk them through.
- Posted Nov 10, 2015
You can barely open up your web browser without the words "live streaming" smacking you in the face. Whether it's someone raving about Periscope or claiming you must be on Meerkat or risk missing out on the "next big thing," you're surrounded by the reality that is the live-streaming phenomenon of 2015.
- Posted Nov 17, 2015
I wondered: When did we get too lazy to navigate websites-that generally serve up plenty of content suggestions in the sidebar-using simple links and arrows? As soon as the previous thought entered my mind, I had to ask myself if I was just being a cranky ol' fuddy-duddy. But I'm not the only one who finds the infinitely scrolling page to be a plague among us. Jack Schofield wrote on ZDNet, "Sometimes, ‘infinite scrolling' means you can never get the information you want." Truth!
- Posted Nov 24, 2015

Faces of EContent

Searchmetrics is an enterprise SEO and content marketing firm, and Kevin Indig's role as an SEO consultant is to help clients overcome challenges and make SEO generate revenue. "I might help them find and fix a manual Google backlink penalty or identify growth opportunities by giving them lots of high-potential keywords and topics to target," Indig says. He dives deep into technical issues, marketing processes, and strategies to help clients optimize their websites. "I also provide blog posts, speak at conferences, and conduct webinars on how SEO is evolving," he says.
- Posted Nov 06, 2015

Case Studies

The digital revolution is nothing new, but many legacy media organizations are still trying to master the art of giving their online audience what they want, while bringing in enough revenue on the digital side to make up for dwindling income on the print end of the business. Winnipeg Free Press was no exception.
- Posted Nov 04, 2015