Once upon a time (circa 15 years ago), digital marketing had a great big silo chip on its shoulder. “Digital needs a seat at the grown-up table,” the lament went. Traditional media got all the dollars, the love, the attention. Digital, meanwhile, was relegated to the sidelines. Maybe it was a nice-to-have, but never a […]
Content Marketing and the Silo Issue Read More »
Digital advertising effectiveness is on the decline and marketers are turning to other forms of marketing to better engage customers during their digital journey. Content marketing has emerged as something of a savior in the new marketing hierarchy as brands seek alternatives to display advertising that no longer produces tangible business results. These are
Reasons for Online Advertising’s Eclipse Read More »
Just published is a new report I co-authored with Joe Lazauskas for client Contently, Content Methodology: A New Model for Content Marketing. It looks at: Why a content methodology has become critical to modern enterprises. How leading organizations are developing a culture that facilitates the creation of great content. A step-by-step guide to developing a content
New Research: Content Methodology: A New Model for Content Marketing Read More »
My most recent research report published this week. The Eclipse of Online Advertising explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys. You can download the report from my research page, or from ScribbleLive and Visually, which commissioned the report. I’d love to
New Research: The Eclipse of Online Advertising Read More »
Most professionals reach a point in life where, even if you don’t have kids yourself, close friends unleash their recent college graduate offspring upon you for career advice. This has been happening a great deal lately (Suddenly all those Dylans and Dakotas are no longer three years old, but instead in their 20s. Time flies).
Content Marketing and Personal Branding Read More »
We’ve previously discussed how to conduct a content audit. Part of that process is to perform a gap analysis, a rather fancy-pants way of saying “figure out what isn’t there, then figure out how to get it in there.” Easier said than done. Knowing you need content is not unlike moving into a new, empty house
How To Analyze Content Needs Read More »
Content marketing is more than just storytelling. Don’t get me wrong. Stories are wonderful. Everyone loves them, and stories can be an enormous component of a content marketing strategy. Yet increasingly the word “story” is used in some quarters to supplant the term “content marketing,” and that’s just wrong. Of course, to the man with a
The Three Types of Content Marketing Read More »
When I conducted a substantive survey of marketers and asked them what their biggest content marketing needs were, two responses tied for first place. The first was measurement, which I’ve written about extensively, both here and in subsequent research. The other pain point is somewhat less discussed: audience and targeting. This phase of content strategy is threefold: first, identifying the
Content Marketing Targeting Fallacies Read More »
Despite content marketing‘s meteoric rise over the past couple of years — in terms of awareness, as well as adoption by brands and marketers — many misunderstandings still surround the discipline and practice. While content marketing is hardly new (it’s been around pretty much as long as there’s been media), many a misstep and misconception exist around content
Please Don’t! Five Content Marketing Don’ts For 2016 Read More »
t’s that time of year again. Columnists, bloggers, prognosticators all publish their digital marketing “predictions” for the New Year. Personally, no can do. I’m an analyst, not a clairvoyant. And I don’t possess a crystal ball. But as someone who continually keeps a finger on the pulse of content marketing and content strategy, and who
Six Content Marketing Predictions for 2016 Read More »
