content marketing Archives - Page 5 of 14

A Meaningful Framework For Content Measurement

Content has become pervasive. It fills websites, social media, advertising and collateral. It comprises words, images, audio-visual material, infographics and a host of other form factors. As media and channels proliferate, so too does content. Yet, according to recent research I conducted, measuring content effectiveness remains the single most daunting task facing (content) marketers. On […]

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New Research: Content Marketing Performance

Rebecca Lieb

My latest research, Content Marketing Performance: A Framework to Measure Real Business Impact is hot off the presses (virtually speaking, of course). Please feel free to download a copy from the link above. Here’s how my esteemed colleague Susan Etlinger introduced our project today, cross-posted from the Altimeter Group blog: About a year ago, Rebecca Lieb and I had

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How To Conduct A Content Audit

Rebecca Lieb

A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in some cases, a network of sites and/or social media presences — any content for which your organization is responsible). Why perform a content audit, which

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My Path From Film Critic to Digital Media Analyst – An Interview

Rebecca Lieb

Todd Wheatland just published a very in-depth audio interview with me that he conducted for the Content Marketing Institute late last year. It’s not like me to post an interview with myself on my blog, but this one’s unusual in that I open up quite a bit personally, and discuss my path from film critic to

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Content Marketing: What To Consider Before You Outsource

Rebecca Lieb

How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola. The next finding was

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Four Digital Media Trends to Follow This Year

Rebecca Lieb

Content strategy and content marketing are where a great deal of my time and attention are focused as an analyst. Last month I discussed the trends in that sector that my research indicates will expand in 2015. But wait — there’s more. Not only around content marketing, but around technology, channels, media and advertising, that bear

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A Culture Of Content: The Success Criteria

Rebecca Lieb

Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups. All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system. But how

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Content marketing in 2015 (Research, Not Predictions)

Rebecca Lieb

Predictions? Humbug. Never done ’em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball. The scene thus set, let’s look ahead to the new

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Context: The Next Digital Marketing Frontier

Rebecca Lieb

For most of digital marketing’s relatively short history, personalization has been the ne plus ultra of sophisticated marketing. Addressing the customer by name, knowing their age, gender, date of birth, purchase history – all these data points help marketers deliver messages that are more meaningful and more relevant – and that, by extension, result in

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The Three Components of A Culture of Content

Rebecca Lieb

Content. It’s not just for the marketing department anymore. These last few months I’ve been researching how organizations are forming, and benefitting from, what my co-author Jessica Groopman and I are terming a “Culture of Content.” Our findings have just been published in this report. What’s a culture of content? Here’s our definition: A culture

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content marketing

A Meaningful Framework For Content Measurement

New Research: Content Marketing Performance

How To Conduct A Content Audit

Content Marketing: What To Consider Before You Outsource

Four Digital Media Trends to Follow This Year

A Culture Of Content: The Success Criteria

Content marketing in 2015 (Research, Not Predictions)

Context: The Next Digital Marketing Frontier

The Three Components of A Culture of Content

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