Organizations are finally getting the memo: They need a clear, cogent, documented and well-communicated content strategy to govern their content marketing efforts. My research (at Altimeter Group), corroborated by that of several other studies, indicates that currently 70 percent of companies practicing content marketing lack a documented strategy. But thankfully, this is slowly changing as […]
Steps Toward Developing A Content Strategy Read More »
I’m in the bittersweet process of transitioning out of my role as industry analyst at Altimeter Group. I plan to remain with the company until early summer, finishing obligations and projects for some wonderful clients, including research and strategy work, as well as public speaking. Then I’ll strike out and do something new. What, exactly, is still
A Personal Transition & Career Change Read More »
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 »
As a research analyst covering digital technology, companies routinely (to the tune of up to a dozen per day) reach out to request briefings — even if that’s not the terminology they use. It might be an “informational meeting,” “our CEO would like to meet you,” or “an advance look at the new product-or-feature we’re
Analyst Briefings: Getting, and Providing Value Read More »
Todd Wheatland just published a very in-depth audio interview with me that he conducted for the Content Marketing Institute late last year. It’s not like me to post an interview with myself on my blog, but this one’s unusual in that I open up quite a bit personally, and discuss my path from film critic to
My Path From Film Critic to Digital Media Analyst – An Interview 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 »
How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola. The next finding was
Content Marketing: What To Consider Before You Outsource Read More »
Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups. All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system. But how
A Culture Of Content: The Success Criteria Read More »
Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.” Our findings have just been published in this report. What’s a culture of content? Here’s our definition: A culture
The Three Components of A Culture of Content Read More »
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching. Broadly speaking, organizations that have fostered a culture of content have spread the importance of content beyond the marketing organization. Content education, evangelization, creation and distribution flows upwards and downwards, from the C-suite to the shop
The Components of a Content Engine Read More »
