How should content be measured and analyzed? Let us count the ways (or at least begin to). This column is intended to be an informal sounding board for ideas. Summer’s over and it’s time to get cracking on new research. Next up (in my capacity as a research analyst): content metrics. My goal on this […]
Content Marketing: What To Measure Beyond Sales & Leads Read More »
Download the Full Report New strategies demand new processes. And in a digital world, new processes demand new technology. This couldn’t hold more true for the burgeoning content marketing sector. We’re fond of saying that content is the atomic particle of all marketing. Without it, there’s no owned media, but also no social, no
Content Marketing Software RFP: A Framework to Determine Needs & Solicit Proposals 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 »
Here’s a scenario: It’s lunchtime. Today it’s your job to make lunch for the family. You decide to make sandwiches. In the kitchen, rummaging through cabinets, you realize you’re fresh out of bread, so you make a run to the store. Once there, what do you buy? Bread? Or bananas? If you responded “bananas,” you
Want vs. Need: The Content Marketing Software Disconnect Read More »
What tools do you use in conjunction with your content marketing program? What tools would you like to use? Marketers aren’t holistically considering content needs before investing in tools. Far too often, they procure solutions with overlapping capabilities. To date, there hasn’t been a detailed map of the content vendor landscape (though Curata maintains a good
What’s In Your Dream Content Marketing Toolbox? Read More »
Longtime readers know not to expect a list of annual “predictions” so prevalent in trade publications this time of year. After all, I’m an industry analyst. Un-endowed with the psychic abilities that would enable me to read crystal balls or entrails, I must instead rely on my innate powers of observation and analysis. That’s not
Nine Digital Marketing Trends to Watch in 2014 Read More »
When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who
Why Content Strategy Is Foundational To Real-Time Marketing Read More »
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even.
The Six Business Cases for Real-Time Marketing Read More »
Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out
Content: Why Influence Matters Read More »
Quick housekeeping note: As an analyst, I receive up to a dozen briefing requests per day from companies ranging from the smallest start-up to the largest enterprises. Conducting briefings is an essential part of what analysts do. It’s a big component of how we stay abreast in our coverage area and research agendas. There’s an
How to Request a Briefing Read More »
