Most professionals reach a point in life where, even if you don’t have kids yourself, close friends unleash their recent college graduate offspring upon you for career advice. This has been happening a great deal lately (Suddenly all those Dylans and Dakotas are no longer three years old, but instead in their 20s. Time flies). […]
Content Marketing and Personal Branding Read More »
We’ve previously discussed how to conduct a content audit. Part of that process is to perform a gap analysis, a rather fancy-pants way of saying “figure out what isn’t there, then figure out how to get it in there.” Easier said than done. Knowing you need content is not unlike moving into a new, empty house
How To Analyze Content Needs Read More »
Content marketing is more than just storytelling. Don’t get me wrong. Stories are wonderful. Everyone loves them, and stories can be an enormous component of a content marketing strategy. Yet increasingly the word “story” is used in some quarters to supplant the term “content marketing,” and that’s just wrong. Of course, to the man with a
The Three Types of Content Marketing Read More »
When I conducted a substantive survey of marketers and asked them what their biggest content marketing needs were, two responses tied for first place. The first was measurement, which I’ve written about extensively, both here and in subsequent research. The other pain point is somewhat less discussed: audience and targeting. This phase of content strategy is threefold: first, identifying the
Content Marketing Targeting Fallacies Read More »
Despite content marketing‘s meteoric rise over the past couple of years — in terms of awareness, as well as adoption by brands and marketers — many misunderstandings still surround the discipline and practice. While content marketing is hardly new (it’s been around pretty much as long as there’s been media), many a misstep and misconception exist around content
Please Don’t! Five Content Marketing Don’ts For 2016 Read More »
t’s that time of year again. Columnists, bloggers, prognosticators all publish their digital marketing “predictions” for the New Year. Personally, no can do. I’m an analyst, not a clairvoyant. And I don’t possess a crystal ball. But as someone who continually keeps a finger on the pulse of content marketing and content strategy, and who
Six Content Marketing Predictions for 2016 Read More »
Content this, content that. Content marketing, content strategy. Everyone’s talking all content, all the time these days. One of the questions I’m asked most frequently (as recently as lunchtime today, in fact), is who’s responsible for all the content. Is it communications? PR? Social media? Marketing in general? Briefly stated, the answer is yes. All
Content: It’s Not Another Channel Read More »
Whither social media? Five years ago, it was all social, all the time. Social networks were the rage — social shares and likes were the metrics du jour. Never mind that volume metrics impart little, if any business value. Social mattered for its own sake, just as “clicks” and “hits” were currency back in the Web
Social Media’s Content Eclipse Read More »
Over 90 percent of purchases are still made in bricks-and-mortar stores, yet few retailers and CPG brands make driving foot traffic part of their digital strategies, much less work to create unified, omni-channel customer experiences. Instead, they still rely on outmoded and increasingly ineffectual means such as print circulars. Recently I published deep research
Content Strategy for Retail & CPG Brands: Risks & Rewards Read More »
It’s a little-known but impressive fact: Despite the rise and seeming ubiquity of e-commerce, a stunning 90 percent of consumer purchases are made in-store. That’s feet-on-the-street, brick-and-mortar, shopping cart, cash register, old-school type buying. Yet retailers and CPG (consumer packaged goods) brands still rely largely on print circulars to spur traffic and sales, despite off-the-cliff print media circulation. This
Leveraging Content For In-Store Sales Read More »
