Online ad revenues remain on a hockey stick trajectory, clocking in at a record $9.6 billion in the first quarter of this year (yes, a bunch of this is search and video, but still). Yet the demise of the banner ad has long been predicted, and some say the deathwatch is imminent — possibly before the […]
Is the Banner Ad Dying? Read More »
Unless you work for a very unusual, or highly progressive, organization, it’s unlikely there’s a formal content division within the enterprise. The much-ballyhooed but rarely seen in the wild Chief Content Officer really doesn’t exist. Or when the odd one is spotted, the species is too rare and dispersed to reproduce, at least for now.
Where Does The Content Budget Come From? Read More »
Native advertising. Everyone’s talking about it, but what is it, exactly? It has something to do with ads that don’t look like ads, but rather provide a degree of value in terms of being content. In that sense, native advertising is certainly a form of converged media as it combines paid media (advertising) with owned media
Why is content orchestration needed across the organization — all departments included, no exceptions? Here’s a recent example of a near-missed opportunity. The client recently launched a content marketing initiative, one that’s rich in blog entries and videos around health and wellness. Six months into the program, which is governed by the social media marketing
Why Brands Must Orchestrate for Content Read More »
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a
New Research: Organize for Content Read More »
With today’s pressing content demands, every organization with a website, blog and marketing communication documents needs a content marketing strategy. Below are a few questions to consider when developing your own strategy. Do you know everyone in your organization who creates and/or publishes content? Where are your organization’s creative assets stored and managed? (“My Inbox” and/or “My
Conducting Content: From Dissonance to Harmony Read More »
Three related, clustered events constitute a trend. So, what have we here? February 25: Mindshare appoints a content chief February 27: Edelman names (a new, digital-focused) chief content officer February 27: Facebook announces a content strategy fellowship March 25: Sequoia Capital appoints a head of content March 26: Houghton Mifflin Harcourt names its first chief
Six Emerging Content Marketing Trends Read More »
How should organizations organize for content? Are brands really publishers? Very few have hired people with “content” or “editor” in their titles. Fewer still (read: almost none) have content departments or divisions within the marketing or other organizations. Yet, more and more companies are producing content like crazy. Also, multiple websites. Large corporations have tens
Organizing For Content Read More »
What’s the biggest problem marketers say they face when it comes to content marketing? Producing original content is No. 1, followed closely by the challenge of finding the time to actually produce content, according to the findings of a 2011 survey conducted by Curata. Content aggregation is a highly proactive and selective approach to finding, collecting,
Eight Ways Brands Are Screwing Up Content Aggregation Read More »
If you build it, they will come. Maybe. If they don’t, you’d better figure out the distribution part of content strategy. Digital content marketing is undergoing a new wave of evolution. Initially, marketers felt all they had to do was build: a blog, a website, whatever. Throw in a little SEO and getting it “out
If You Build It, They Will Come (Maybe) Read More »
