There’s no debating the fact that content is not only a hot topic, but an essential part of digital strategy. Advertising effectiveness is on the decline, a trend fueled by a myriad of factors ranging from consumer control (and a subsequent unwillingness to be interrupted) to banner blindness, click fraud, and ad blocking software — […]
Why Content Budgets Are So Hard to Quantify Read More »
Research. It’s a tried and true component of many a content strategy. Well-crafted, informational, and analytical research is a solid lead-gen tool. It can created publicity, awareness, and has the potential to be amplified in shared media channels including social and news media. Research can be sliced and diced into numerous shareable, reusable artifacts: a
Research as a Content Marketing Component: Process & Needs Read More »
Part of content strategy work is ascertaining what tools are needed to create efficiency. Content creators and managers require repeatable processes for the creation, dissemination, and management of content marketing. As with just about everything else, it’s critical to have the right tools for the job. Deep research I’ve conducted around the content marketing software
The Content Software Awareness Problem Read More »
I’m honored to have been featured in an interview in the Summer, 2015 edition of Content Magazine Rebecca Lieb sees a rosy yet crowded future of content marketing through the lens of her exhaustive research. Content: A year ago you said that the future of content marketing tools will be in stacks that accommodate everything
The Speculator: An Interview with me in Content Magazine Read More »
According to my research, corroborated by other studies, while virtually every company is now practicing content marketing, a full 70 percent of them are doing so without first constructing a content strategy that addresses not just why, but how, they will create, disseminate, measure and apply business-related goals to their content. Anecdotally, I find that’s
Five Content Strategy Shortcuts That Aren’t Shortcuts At All Read More »
By definition, content marketing means working with owned media. Media you own (or largely control) can include properties such as a company website, microsites, blogs, and social media platforms. The idea is you build it and hope that they will come. Often, they (i.e., a target audience) will come, enticed by compelling, well-crafted, search-optimized, useful,
Weaving Influencers into a Content Strategy Read More »
It’s impossible to spend any time in academia without encountering the ominous and omnipresent phrase “publish or perish.” It’s long been a reality in academia, and it’s become an equally real state of affairs in business, too. Wikipedia describes it thusly: Frequent publication is one of the few methods at scholars’ disposal to demonstrate academic talent.
I don’t often share my media citations, but I’m very pleased with this piece that published in Fast Company, so wanted to share it. THE BIG PROBLEM WITH YOUR CONTENT STRATEGY AS THE NEED FOR CONTENT HAS EXPLODED, THE TACTICS FOR GETTING IT OUT TO THE PUBLIC TOO OFTEN OVERRUN STRATEGY. BY WENDY MARX Our lives
Discussing Content Strategy with Fast Company Read More »
Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed. What’s the difference between content and content marketing? There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer. That role
The Difference Between ‘Content’ and ‘Content Marketing’ Read More »
Content marketing: It’s certainly nothing new — it’s been with us since the dawn of marketing — but in digital channels, it’s rapidly changing and evolving. As content changes, so too do the policies, processes, priorities, and governance organizations require to effectively market with content. This applies not only to owned media channels — content
Six Content Marketing Realities Read More »
