When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable. This was the latest move, many brands asserted, in Facebook “forcing” them to buy ads to reach their rightful audiences. After all, the […]
Facebook: The Paid/Organic Distinction Read More »
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching. Broadly speaking, organizations that have fostered a culture of content have spread the importance of content beyond the marketing organization. Content education, evangelization, creation and distribution flows upwards and downwards, from the C-suite to the shop
The Components of a Content Engine Read More »
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons such as to: Promote their products and services Find leads Connect and bond with prospects Provide information Generally push sales through the purchase funnel All noble goals. Yet, the
The Role Content Plays In B2B Social Selling Read More »
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content. Consumers live in a multiscreen world that’s becoming more complex and multifaceted daily. Laptops. PCs. Tablets. Smart phones. Phablets. Smart watches. Google Goggles
The Four Pillars of Recombinant Content Read More »
Content Marketing: How do we do it globally? Enterprises are only just beginning to integrate content marketing into their mix — and they are quickly realizing that content must permeate the organization. This applies globally just as much as it does regionally. The need for content is universal, yet each region, country and locality in which a
Orchestrating Content Marketing On A Global Scale Read More »
Content marketing is hot — finally! It’s the term du jour in digital marketing and advertising, getting its figurative place at the table and its own literal track at every marketing conference of note. Content is even getting its own dedicated conferences now — several of them. With great power comes great responsibility, as well
Beware Parochial Content Marketing Read More »
How should content be measured and analyzed? Let us count the ways (or at least begin to). This column is intended to be an informal sounding board for ideas. Summer’s over and it’s time to get cracking on new research. Next up (in my capacity as a research analyst): content metrics. My goal on this
Content Marketing: What To Measure Beyond Sales & Leads Read More »
Download the Full Report New strategies demand new processes. And in a digital world, new processes demand new technology. This couldn’t hold more true for the burgeoning content marketing sector. We’re fond of saying that content is the atomic particle of all marketing. Without it, there’s no owned media, but also no social, no
Content Marketing Software RFP: A Framework to Determine Needs & Solicit Proposals Read More »
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it. How much does content creation cost? There are still no easy answers, are there? Yet it’s a question marketers persist in asking, in much the same way people were asking back in the day, “How
How Much Does Content Cost? Read More »
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems. Again and again, one step arises in this process that’s absolutely essential and mission-critical both for the short and
Investing in Content Tools? Get Out the Vote! Read More »
