By definition, content marketing means working with owned media. Media you own (or largely control) can include properties such as a company website, microsites, blogs, and social media platforms. The idea is you build it and hope that they will come. Often, they (i.e., a target audience) will come, enticed by compelling, well-crafted, search-optimized, useful, […]
Weaving Influencers into a Content Strategy Read More »
It’s impossible to spend any time in academia without encountering the ominous and omnipresent phrase “publish or perish.” It’s long been a reality in academia, and it’s become an equally real state of affairs in business, too. Wikipedia describes it thusly: Frequent publication is one of the few methods at scholars’ disposal to demonstrate academic talent.
Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed. What’s the difference between content and content marketing? There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer. That role
The Difference Between ‘Content’ and ‘Content Marketing’ Read More »
Content marketing: It’s certainly nothing new — it’s been with us since the dawn of marketing — but in digital channels, it’s rapidly changing and evolving. As content changes, so too do the policies, processes, priorities, and governance organizations require to effectively market with content. This applies not only to owned media channels — content
Six Content Marketing Realities Read More »
Over recent years, I’ve dedicated most of my effort and inquiry into content marketing and content strategy. I’ve written a book on the topic, as well as published more research in the field than any other individual. Content is the distillation of all my professional passions. I’ve worked as a marketer, editor, journalist and analyst –
New Chapter: VP, Content Marketing at Teradata Applications Read More »
Nothing matters more in search engine optimization than content. Nothing. And, while search visibility is a high priority for most brands (and as SEO providers rebrand themselves as “content marketing” companies), in a survey I conducted of more than 75 very senior marketing executives, most at Fortune 500 brands, SEO ranked dead last on their
Content & SEO: Getting Basic With The Basics Read More »
If you’ve been around digital marketing since the Pleistocene Epoch, which correlates roughly with the mid-1990s, you’ve doubtless noticed a trend. Whenever a new channel or medium appears — and appears to have staying power — marketers’ first instinct seems always to be: throw a teenager at it. During the Web 1.0 era, businesses were
Content Marketing’s Chicken & Egg Budget Problem Read More »
Organizations are finally getting the memo: They need a clear, cogent, documented and well-communicated content strategy to govern their content marketing efforts. My research (at Altimeter Group), corroborated by that of several other studies, indicates that currently 70 percent of companies practicing content marketing lack a documented strategy. But thankfully, this is slowly changing as
Steps Toward Developing A Content Strategy Read More »
To market effectively requires a strategy, but a simple fact that eludes many marketers is that you are allowed to change the strategy. I hadn’t realized how intractable strategy is perceived to be until a few recent calls with clients, as well as a student writing a PhD thesis on content marketing, left me shaking
Content Strategy Isn’t Set in Stone Read More »
The foundation of content strategy is goals. Without knowing why content will be created and published — to what end, for whom, where, and how — content marketing is at best a spurious, ad hoc activity. Yet when my colleague and partner-in-research Susan Etlinger and I sat down around a year ago to discuss the
A Business-Oriented Content Measurement Framework Read More »
