My latest research, Content Marketing Performance: A Framework to Measure Real Business Impact is hot off the presses (virtually speaking, of course). Please feel free to download a copy from the link above. Here’s how my esteemed colleague Susan Etlinger introduced our project today, cross-posted from the Altimeter Group blog: About a year ago, Rebecca Lieb and I had […]
New Research: Content Marketing Performance Read More »
Some readers of this column are old enough to recall “I want my MTV!,” one of the most successful branding and awareness campaigns in media history. I do. I wanted MTV, too, but back in that primitive era, my first Manhattan apartment wasn’t yet wired for cable, so no dice. Fast-forward: not only did I
When All Media Are Just Media, What Happens to Advertising? Read More »
Another year, another line up of very, vey expensive ad spots on very, very expensive TV inventory. As staggering as the numbers are: $4.5M for a 30-second media buy (most spots are 60 seconds), creative, production and A-list celebrities (did Carnival have to pay JFK’s estate or is that speech in the public domain
Seven Takeaways From This Year’s #BrandBowl Read More »
Predictions? Humbug. Never done ’em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball. The scene thus set, let’s look ahead to the new
Content marketing in 2015 (Research, Not Predictions) Read More »
We can all pretty much universally agree that with native advertising comes the obligation of disclosure and transparency. That means clearly and unambiguously indicating that yes, this is an ad, and it was paid for by Acme Corporation. Yet how to provide disclosure remains a murky area, hardly surprising given how quickly an extraordinarily wide
Native Advertising Disclosure and Transparency: Who’s Responsible? Read More »
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content. Consumers live in a multiscreen world that’s becoming more complex and multifaceted daily. Laptops. PCs. Tablets. Smart phones. Phablets. Smart watches. Google Goggles
The Four Pillars of Recombinant Content Read More »
Content Marketing: How do we do it globally? Enterprises are only just beginning to integrate content marketing into their mix — and they are quickly realizing that content must permeate the organization. This applies globally just as much as it does regionally. The need for content is universal, yet each region, country and locality in which a
Orchestrating Content Marketing On A Global Scale Read More »
Content marketing is hot — finally! It’s the term du jour in digital marketing and advertising, getting its figurative place at the table and its own literal track at every marketing conference of note. Content is even getting its own dedicated conferences now — several of them. With great power comes great responsibility, as well
Beware Parochial Content Marketing Read More »
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait. Headlines in publications generally deemed respectable, and journalistically responsible, heralded the end of social media marketing. “Social Media Fail to Live Up to Early Marketing Hype” trumpeted The Wall Street Journal. “This Is the New
No, Social Advertising Isn’t “Over” Read More »
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape. It used to be so easy. You wrote content and posted it to your web site or blog. Perhaps you did a little keyword research, or looked at
The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions Read More »
