Content this, content that. Content marketing, content strategy. Everyone’s talking all content, all the time these days. One of the questions I’m asked most frequently (as recently as lunchtime today, in fact), is who’s responsible for all the content. Is it communications? PR? Social media? Marketing in general? Briefly stated, the answer is yes. All […]
Content: It’s Not Another Channel Read More »
Whither social media? Five years ago, it was all social, all the time. Social networks were the rage — social shares and likes were the metrics du jour. Never mind that volume metrics impart little, if any business value. Social mattered for its own sake, just as “clicks” and “hits” were currency back in the Web
Social Media’s Content Eclipse Read More »
Over 90 percent of purchases are still made in bricks-and-mortar stores, yet few retailers and CPG brands make driving foot traffic part of their digital strategies, much less work to create unified, omni-channel customer experiences. Instead, they still rely on outmoded and increasingly ineffectual means such as print circulars. Recently I published deep research
Content Strategy for Retail & CPG Brands: Risks & Rewards Read More »
It’s a little-known but impressive fact: Despite the rise and seeming ubiquity of e-commerce, a stunning 90 percent of consumer purchases are made in-store. That’s feet-on-the-street, brick-and-mortar, shopping cart, cash register, old-school type buying. Yet retailers and CPG (consumer packaged goods) brands still rely largely on print circulars to spur traffic and sales, despite off-the-cliff print media circulation. This
Leveraging Content For In-Store Sales Read More »
There’s no debating the fact that content is not only a hot topic, but an essential part of digital strategy. Advertising effectiveness is on the decline, a trend fueled by a myriad of factors ranging from consumer control (and a subsequent unwillingness to be interrupted) to banner blindness, click fraud, and ad blocking software —
Why Content Budgets Are So Hard to Quantify Read More »
Research. It’s a tried and true component of many a content strategy. Well-crafted, informational, and analytical research is a solid lead-gen tool. It can created publicity, awareness, and has the potential to be amplified in shared media channels including social and news media. Research can be sliced and diced into numerous shareable, reusable artifacts: a
Research as a Content Marketing Component: Process & Needs Read More »
It may not technically be the new year, but for anyone who’s ever attended school, the annual September entry into fall — and a new business and social season — brings with it the tendency to look forward and ask what’s next. In that spirit, here are the five Content Marketing trends I’m going to
Five Content Trends To Watch Read More »
Part of content strategy work is ascertaining what tools are needed to create efficiency. Content creators and managers require repeatable processes for the creation, dissemination, and management of content marketing. As with just about everything else, it’s critical to have the right tools for the job. Deep research I’ve conducted around the content marketing software
The Content Software Awareness Problem Read More »
I’m honored to have been featured in an interview in the Summer, 2015 edition of Content Magazine Rebecca Lieb sees a rosy yet crowded future of content marketing through the lens of her exhaustive research. Content: A year ago you said that the future of content marketing tools will be in stacks that accommodate everything
The Speculator: An Interview with me in Content Magazine Read More »
According to my research, corroborated by other studies, while virtually every company is now practicing content marketing, a full 70 percent of them are doing so without first constructing a content strategy that addresses not just why, but how, they will create, disseminate, measure and apply business-related goals to their content. Anecdotally, I find that’s
Five Content Strategy Shortcuts That Aren’t Shortcuts At All Read More »
