Blog Archive
February 16, 2016
We’ve previously discussed how to conduct a content audit. Part of that process is to perform a gap analysis, a rather fancy-pants way of saying “figure out what isn’t there, then...
Read more: How To Analyze Content Needs
February 10, 2016
What do you see in the cloud? Everyone in digital marketing has their heads in the cloud -- the marketing cloud, to be precise. The marketing cloud might very possibly...
Read more: How To Analyze Content Needs
January 20, 2016
Content marketing is more than just storytelling. Don't get me wrong. Stories are wonderful. Everyone loves them, and stories can be an enormous component of a content marketing strategy. Yet...
Read more: How To Analyze Content Needs
January 19, 2016
When I conducted a substantive survey of marketers and asked them what their biggest content marketing needs were, two responses tied for first place. The first was measurement, which I’ve written about...
Read more: How To Analyze Content Needs
December 22, 2015
Despite content marketing‘s meteoric rise over the past couple of years — in terms of awareness, as well as adoption by brands and marketers — many misunderstandings still surround the discipline and practice....
Read more: How To Analyze Content Needs
December 15, 2015
t's that time of year again. Columnists, bloggers, prognosticators all publish their digital marketing "predictions" for the New Year. Personally, no can do. I'm an analyst, not a clairvoyant. And...
Read more: How To Analyze Content Needs
November 24, 2015
Is it ageism, or is it human nature? Whatever it is, it seems to have morphed 180 degrees from the dot-com boom era. Back in the late '90s, when digital...
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November 11, 2015
Perhaps more than any other C-suite role, influence is the purview of the CMO. It's the CMO, after all, who oversees brand, customer experience, communications, advertising, social media, and content...
Read more: How To Analyze Content Needs
October 27, 2015
Content this, content that. Content marketing, content strategy. Everyone’s talking all content, all the time these days. One of the questions I’m asked most frequently (as recently as lunchtime today,...
Read more: How To Analyze Content Needs
October 27, 2015
Whither social media? Five years ago, it was all social, all the time. Social networks were the rage -- social shares and likes were the metrics du jour. Never mind that...
Read more: How To Analyze Content Needs