Ten years ago, the extra magic ingredient was search. For the past five years or so, social media has been the de rigeur term to describe product and services offerings. Suddenly, all that’s changing again. It’s not cutting edge digital unless it’s connected to the word “content.” This is both good news and bad news for those […]
Why Content Matters Read More »
Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out
Content: Why Influence Matters Read More »
As a research analyst, I just completed a study of native advertising. The report, based on months of research and dozens of interviews, contains eight critical recommendations for successful native advertising campaigns. We help our clients incorporate these recommendations in their native advertising strategies. What happens when best practices and tried-and-true practices are disregarded or ignored? That’s what
Four Epic Native Advertising Fails Read More »
Today Oracle announced that it’s buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. At Altimeter Group, I’m just now embarking on a research project to map the content vendor landscape (slated for publication in Q1 of 2014). There are literally dozens and
A Big Deal for Content Marketing: Oracle Buys Compendium Read More »
Digital content doesn’t just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we’ve compiled a list
Content: The Right Tools For The Job Read More »
The convergence of paid, owned, and earned media has been an important discussion for some time now. It was a topic of this column on more than one occasion. The nagging question since the coinage of the POE acronym has been “What about shared media?” When Jeremiah Owyang and I published research on the convergence of
Paid, Owned, Earned…Shared? Read More »
Content marketing has gone from nearly zero on marketers’ radar to about a billion mph in just a few short years. Organizations are realizing that content is effective – and cost-effective – for marketing as quickly as it becomes abundantly clear that content doesn’t just happen by itself. We’re here to help. On September 9
Consider Attending Our Content Marketing Workshop (Sept. 9, Milbrae CA) Read More »
If you build it, will they come? If you’re super lucky, they will. Most marketers, however, are faced with a challenge that is familiar to publishers and broadcasters: audience development. This means connecting eyeballs with content. One thing that publishers and broadcasters have going for them is that enterprises engaged in content marketing are only beginning
Build an Audience for Content Marketing Read More »
Is your content going rogue? Do you know all the sites and social media accounts controlled by your brand or company? Who can access and update them? Who knows the passwords? How frequently is the content on each property being updated, and how do those updates conform to larger communications and brand strategies? Or has
When Content Goes Rogue Read More »
One of content marketing’s biggest challenges is coming up with new material. One of content marketing’s other biggest challenges is overcoming something you’ve been told not to do since you were small: repeating yourself. By “repeating” I’m not referring to verbatim repetition. You don’t want duplicate content issues on blogs or web pages (and the
Why Repetition is Integral to Content Strategy Read More »
