In digital channels, everything can be measured, and content marketing initiatives are no exception to that rule. Without measurement, there’s no way of knowing what’s working and what isn’t. You won’t have any information upon which you can refine or improve results, or jettison the stuff that’s less effective. In short, you should never begin […]
Content Metrics 101 Read More »
So content is the new black (and some 270,000 exact-match results for that phrase on Google suggest it’s at least a deep, deep indigo). Inevitably, that’s meant an escalated level of chatter, talk, and pontificating about content’s role in the digital mix. As more and more marketers consider how content can work for them in
Content Marketing. Content Strategy. What’s the Difference? Read More »
There’s been a rash of news stories recently with headlines so misleading it’s hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: “P&G to cut 1600 staff after CEO discovers digital media is free“. Any serious marketer
Rebalancing for Content – The New Marketing Equation Read More »
There are three types of content marketing: the two types everyone immediately ‘gets’ (entertainment content and educational content), and #3, which generally takes a while to sink it. I call it utility content. It’s not narrative. It doesn’t tell a story or teach you how to do something. Instead, it does something for you. Think
Mobile Strategies for Retailers (and Marketers) Read More »
Over 800 million active users – more than half of whom log in on any given day and interact with over 900 million “objects” (pages, groups, communities, etc.). Over 250 million photos uploaded every day, over 70 languages on the site. The stats go on and on, and any way you look at them, the
Facebook’s IPO: What Does It Mean For…? Read More »
Another year, another stream of predictions. Not that predictions aren’t interesting, mind you, but I’ve never been one to focus on them. Sure, I avidly follow trends in digital marketing and media, but what really jazzes me about following the sector for a living is the surprise factor. It’s not knowing what comes next because
Learning in 2012: My 10 Top Digital Marketing & Media Topics Read More »
It’s always a good thing when industry conferences share their content, speakers and insights with the wider world. We can’t all be in the same room at the same time, after all. This week at Digiday Agency, Pulsepoint‘s razor-sharp CMO Rose Ann Horan and I kicked off the day with a half hour chat about
A Content Marketing Conversation at Digiday Agency Read More »
It’s not a sprint, it’s a marathon. One essential difference between content marketing and episodic, campaign based advertising is the former is a continuum. It has a beginning and a middle, but the end should ideally recede somewhere over the horizon. It’s therefore essential to plan for continuity in content marketing. Without a story, characters,
Content Marketing: How to Play It Forward Read More »
Most of my writings on digital marketing, advertising and media don’t make it to this blog. Instead, they’re published elsewhere – and a girl can do only so much typing sometimes. So herewith, a roundup of recently published thinking that’s appeared elsewhere over the past month or so: My new book! Obviously, this is the
Transmedia storytelling. Quite the buzz term of late, particularly in content marketing circles. In case you’re not au courant, Wikipedia define the term as “the technique of telling stories across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.” If you haven’t already heard the term bandied about, you
Transmedia Storytelling: Once Upon a Time Read More »
