July/August 2017 Issue


News Features

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.
By - Posted Jul 10, 2017
News publishers must wrestle with the same conundrum that organizers of resistance movements such as the Women's March and the March for Science face: how to harness that heightened post-election energy and engagement for the long haul. The challenge is to smooth and manage the Trump Bump into a Trump Trajectory.
By - Posted Aug 07, 2017

Featured Stories

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.
By - Posted Jul 05, 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.
By - Posted Jul 31, 2017

Columns

It's like replacing the pipes while the water is still running," said a CIO of a national utility company at a tech conference I attended not long ago. He was referring to the process of managing a complex technology project at his organization, in which he had to balance keeping existing business processes running while making major technology infrastructure changes.
By - Posted Aug 01, 2017
Given their reliance on statistics, data scientists were stunned when Donald Trump won the U.S. presidential election. Did the faulty numbers and broken algorithms signal the death of Big Data? Or did they underscore the fact that this is a nascent field? The Monday-morning quarterbacking continues, but certain factors may lead to better best practices and a more conscientious climate. At a minimum, the need for higher quality data, sharper code writing, and more contextual, nuanced analysis is apparent.
By - Posted Aug 08, 2017
All things Scandinavian are having a moment here in the U.K. Hardly a marketing campaign goes by without somehow shoehorning in the Danish concept of hygge, which the Oxford English Dictionary defines as "a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being (regarded as a defining characteristic of Danish culture)." It's a remarkably versatile marketing concept.
By - Posted Aug 15, 2017
Sharing a car, an apartment, or content is now the norm. Whether for free or paid, sharing goods and services has become more than just another trend. The same is true for the globalization of digital content. The business processes underlying content globalization are subject to efforts to increase cost- and time-effectiveness, and deliver faster results. However, this poses challenges that must be framed to avoid turning distributed engagement and empowerment into fragmentation and dilution.
By - Posted Jul 25, 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!
By - Posted Jul 11, 2017

Faces of EContent

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.
By - Posted Jul 07, 2017

Case Studies

IHS Markit, similar to many global enterprises, found itself with the challenge of connecting 5,000 analysts, data scientists, financial experts, and industry specialists across the globe. Because the company had grown mostly by acquisitions, it had many different offices using any number of disparate production processes. It was clear the company needed an efficient, uniform way to create content, often across borders.
By - Posted Jul 24, 2017