To effectively create content marketing, you must be a master of storytelling. True? Nope. Storytelling can indeed be an important, if not critical element of content marketing. But it’s not the be-all, end-all of content marketing strategy. Now, I like a good story as much as the next person. Four of the most magical and […]
Content Marketing Goes Far Beyond ‘Storytelling” Read More »
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK? How low can you go? In a year or two, 140 characters — a miserly
Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers Read More »
The beginning of content marketing is content strategy, a governance structure that addresses why content is being created, what goals it addresses, and how, tactically, that content will be created, produced and disseminated. Content strategy is essential. It strips away tactics and bright shiny objects (“We need a Facebook page/Instagram/Tumblr/Vine account! All the cool kids
Content Marketing: What’s the Big Idea? Read More »
Content strategy — creating repeatable processes to govern content marketing and make it accountable to measurable goals — has many components. Your first steps in putting together a content strategy include determining the goals, developing personas, analyzing content needs, and designating someone to serve in an editorial leadership capacity. From there, you’ll want to establish
Content Strategy Gets Tactical: Establishing The Content Workflow Read More »
You are just beginning to wrap your mind around the fact that content marketing is the new “it” thing in digital marketing when you hear it’s over. Too much noise, not enough signal. Too much content. Too much bad content. No one will ever find your content due to the glut of other content incessantly pouring into
Is There Really a Content Glut? Read More »
What tools do you use in conjunction with your content marketing program? What tools would you like to use? Marketers aren’t holistically considering content needs before investing in tools. Far too often, they procure solutions with overlapping capabilities. To date, there hasn’t been a detailed map of the content vendor landscape (though Curata maintains a good
What’s In Your Dream Content Marketing Toolbox? Read More »
Longtime readers know not to expect a list of annual “predictions” so prevalent in trade publications this time of year. After all, I’m an industry analyst. Un-endowed with the psychic abilities that would enable me to read crystal balls or entrails, I must instead rely on my innate powers of observation and analysis. That’s not
Nine Digital Marketing Trends to Watch in 2014 Read More »
When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who
Why Content Strategy Is Foundational To Real-Time Marketing Read More »
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even.
The Six Business Cases for Real-Time Marketing Read More »
You can’t know where you’re going if you don’t know where you are. You might think you know where you are, but without a thorough website content audit, it’s likely you don’t. Why perform a content audit (which admittedly is a painstaking and exacting exercise)? Lots of reasons. It helps determine if digital content is
How to Conduct a Content Audit Read More »
