content marketing

Global content strategy top challenges

New Research – Global Content Strategy: This is Going to Be Big!

For over a year, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (We’ve also been helping several brands build the strategies to make this happen.) Today my company Kaleido Insights publishes this new research […]

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Why Content Matters (No Matter What Kind of Marketer You Are)

No matter what kind of marketer you are, content matters. The reasons for this are manifold. Yes, there’s content marketing, which has long been called the “new black” in the marketing arsenal. Content marketing has risen to prominence for a slew of very, very good reasons. It’s customer-centric, rather than sell-centric. It’s about you rather

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No Content Strategy Is an Island

As we’re (hopefully) all aware by now, content strategy is the foundation of content marketing. But content strategy requires its own foundational elements, too. Without them, that strategy is very, very difficult to architect. Creating a content strategy obviously must precede content marketing, but your brand must have some marketing fundamentals in place to enable that

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Why Contextual Campaigns Provide Value Across the Enterprise

Together we’ve looked at why context is digital marketing’s next frontier. Since then, I’ve delved further into the topic, publishing research that looks at the value of marketing in the “phytigal” world we now inhabit, where things are as connected as devices are. Beacons, sensors and the Internet of Things (IoT) are moving marketing past the screen to

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Why Context Is Digital Marketing’s Next Frontier

Since the dawn of digital marketing, practitioners have hailed personalization as the ultimate in sophistication. Calling customers by their names and knowing a lot about them — their ages, genders, birthdates, interests, purchase histories — enables marketers to deliver more relevant, meaningful content that helps win new conversions and engender their long-time loyalty. Beyond one-to-one marketing But

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